What is in a logo or brand?

What is in a logo or brand? This is the question I have to ask myself with every new logo design I do for my clients.

Logo and brand identity design comprise much more than a simple design. How many new businesses, clients or photographers know their strengths and weaknesses, competitors, threats to their position in the marketplace, how they want to be perceived, target market, vision for their business....and can convey this at a first meeting or in the first email? Not many can, yet those who can, struggle to translate this into functional visual information or design. That forms part of my job as designer.

Designing a logo is a collaborative process. As the designer, I need to understand who my client, their business and their target market is, where they want to go towards and what ideas they have about themselves as a business. I need to help my client and steer them in the correct direction with regards to making good design decisions. The client needs to actively be part of the process and invest in their visual brand. When clients are guided through the design process, they might expose critical issues they may not have been aware of or chose to ignore. They are forced to think about their brand or product in a way they might never have before. I have to put myself in their shoes - role-play, if need be. Only once we can successfully do this, can we start with their logo or business identity. This is one good reason why it pays to hire a designer rather than simply buying a pre-made logo from the web or using the Ariel font as your logo.

Great logo design comprise a few key terms: it's short, simple and widely-accessible. Think of your target market or potential new clients for your business. A logo should not be loud or in-your-face. It should attract as many clients possible and be easy to use in print or on the web, in colour or black-and-white. It usually has a unique font (or two), simple shapes and a recognisable colour scheme. Think of the biggest companies world-wide. They have understated logos and that work in a variety of situations and environments such as the web and print and attract the masses. Your logo should be easily recognised, yet not be the only part of your website or brand people remember!

A few key examples of successful logos are the logos listed below:

Keep this in mind before you decide on getting your brand identity done. What is in your logo or brand? Keep it simple yet effective.

xxx

Eddette