graphic-design---logo-and-branding

Well Executed Graphic Design & Branding

What Exactly Is A Logo & Why Is It So Important?

A logo is a graphical symbol, a mental ‘short-cut’ that represents an individual or an organization.

freebie___branding_stationery_psd_mockup_by_graphberry-d83gsjvYour logo can be thought of as a “brand in a nutshell”. It’s the visual symbol that customers associate with your organization. It is typically the first thing a potential customer will encounter when they find your organization. You need a logo that accurately conveys your organization.

Your logo is how your organization is recognized. It reflects your organizations style, its values and principles. Strong Logo design establishes your identity. It is very hard to create top of mind recognition without a well built logo. A logo works like a mental short-cut to your product or company.

The power of the logo lies in its visual nature. Buyers recognize and relate to images much quicker than they do to text. With the fast pace of media presented on the Internet, this is even more true then ever before. Having just any old logo, however, is not enough to create a brand identity for you. A poorly designed or sloppy logo can very quickly destroy an organizations credibility. On the other hand, a carefully designed logo can reach the buying public and communicate to them the worth of your companies products & services.

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What’s a “Good Logo”?

A well built logo will be original. It will be custom designed to reflect your organizations’s style, values, products & services. A cheap logo, created by a mass production source, likely using universally available clip art, which has likely been used by other organizations, will be anything but “one of a kind”. It will not reflect your organization’s specific values & style. A well designed logo should be unique, attractive and (somewhat) timeless.

A well built logo is an important part of creating consistency. Fonts, colors, patterns, textures, etc can often be applied across all of your company’s materials. By doing so, your business will have a unified presence across all of its media, further establishing your company’s professional appearance.

It is absolutely necessary for a logo to have a meaning, to present something specific and unique to the subconscious mind of the consumer, to set your organization apart from the competition.

Logos & Branding

And example of a Logo used effectively in multiple Branding assets.

How Is Brand Identity Different From A Logo?

Your finished logo will be used in many different circumstances. From simple Business Cards or Product Labels through Websites and Videos, your logo will remind customers of the quality of your brand, products, and service.

A brand identity is the complete visual style that is used to represent an organization. While repetition and consistency is important to the presentation of your logo, there are many additional elements that will be part of a complete brand identity, such as  fonts, colors, imagery, etc. The effective use of all visual elements, including your logo, is “Brand Identity”

What Is A Brand?

The word “brand” is more difficult to define. Complete Branding includes your logo and the full visual style created by a strong brand identity. Branding also includes numerous other areas that are not included in your organizations visual design style. These may include written content, messaging and story telling. Customer service style and customer experience is also a part of your brand. “Reputation” therefore also becomes a crucial element of defining your organizations brand.

Think of “brand” as your organizations “self-definition” and “business style” combined with the public’s perception of your organization. You will never have complete control over your brand. You can only control the image you create. The rest of your brand is defined by the public.

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