The Building Blocks of a Brand 1: The Logo
In today’s feature rich, choice abundant digital environment, your brand needs to stand out to your target audience. This need remains the same no matter the playing field; from a personal brand, to a small/medium sized business, to a large corporate, the size may vary but the objective remains the same.
Throughout this infographic series we are going to take a look at some of the design elements and services that transform a brand from an idea, and a business plan, into a presence in today’s digital and print environments. Here are some of the questions we are going to cover:
1. What are the design oriented building blocks of a brand?
2. Why are these building blocks vital to a brand’s healthy development?
In this post we will be covering the very first and arguably most important building block of them all, your logo. Every brand has an impression that it tries to make on it’s audience. A logo is the main expression of that, and the anchor of every brand. It is the starting point of the brand’s marketing materials.
To start the design of your logo, 3 aspects of your brand need to be understood.
(These are by far not the only aspects to consider when designing a logo, but definitely a good start)
These aspects are:
1. The brand concept
2. The brand’s values
3. The brand’s audience
What is your brand?
What products and/or services does it offer?
What industry or industries does your brand fit into?
What benefits do customers get from your brand?
What values does your brand have that customers associate with?
What pain are you solving for your customers?
Who is your audience?
What motivates your audience?
Do you have personas defined for your audience?
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What are your personas’ motivations in relation to your product/service?
Once these questions are answered the conceptualisation of the logo can begin, and during this stage you will need to look at some of the qualitative and quantitative aspects of your logo:
– Is the logo easy to read?
– Is the logo easily scalable and adaptive to different viewing orientations?
– Is the logo prepared for application to different colours and materials (embossed, embroidered, stamped, inverted etc)?
– Is the logo timeless?
– Is the logo universal?
– Will the logo appeal to the target market?
These aspects will be re-asked and revisited with every draft of the logo until completion, while keeping everything noted about CONCEPT, VALUES and AUDIENCE firmly in mind during the design process. Remember, not just your designer, but you as well, have to keep all these things in mind to stay true to your brand and what it represents.
To end off below is the first infographic of this series, condensing everything we discussed into a handy, simple visualisation.
We’d love to hear your angle on logo design, what has worked for you in your business, and what hasn’t. Please feel free to comment below or contact us, and don’t forget the second part of this series that will be posted in two weeks:
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