What is a logo and why is it important?
In its most simple form, a logo is a visual that helps identify a company. Every logo has to a job to do, a product to sell or a conversation to spark, it says 'hello'. It can emote key fundamentals of a business such as trust, fun or reliability. If you already know about a company, their logo is a reminder of all you have learnt and experienced about them in the past. If you don't know anything about the company, the logo can suggest a lot about the kind of business it is, the style, personality and even sector. Never underestimate the strength of a good logo!
What is a brand?
A brand is the whole impression of a business. It's what people think about your company and how they talk about you behind your back! Your reputation, values, products, advertising and customer service. 'Branding' is the marketing concept which can help influence all of those things.
Branding helps people identify 'what a company is about' though visual design and tone of voice. Every company has a proposition, a story to tell and a personality to share. Branding is what starts the conversation off on the right foot, making the right impression for potential customers. You can see how a logo, as a first impression, and all the visual elements that support a companies presentation, can have a large impact on 'the brand'.
What is a visual identity?
A visual identity, also known as a corporate identity, is the characteristics which determine how a company looks and communicates. It's the combination of the elements that have been created to visually describe the business and helps to build a strong brand.
Logo, fonts, colours, taglines, style of imagery, patterns and messaging.
To help a company keep this consistency of look, we create a Brand Guide which informs the reader of the dos and don'ts of logo usage, correct typography combinations, colours specific to the company. This can then be applied to all visual elements like websites, stationery, advertising, signs, livery and more.
Consistency is key
The logo style, fonts, imagery and even the colours you use in your communications help to define and support your brand identity. Keeping these elements consistent goes along way to creating a memorable visual style and tone of voice for your company. This can add serious value and trust to your brand.
5 things which make a great logo design
It tells a story. When a logo has a narrative element it helps connect it to the business. It doesn't need to be obvious, in fact often the less obvious ideas are often more clever and fun.
It's memorable. Whenever you see the logo it reminds you of your experiences with the company.
It's versatile. A logo needs to work in the places the business intends to use it. It will look great on the shop-front as well as small on a social media profile.
The client loves it. When the client loves their logo, they will use it with pride and be excited to market their business.
Customers will love it. When a logo connects with a customer they will be drawn to your business over your competitors.
5 reasons to have a brand visual identity
Aesthetics and messaging can increase sales. With attractive and consistent visual appeal, customers will be drawn to your business again and again.
Differentiates you from your competitors. In competitive markets a strong identity will help you stick in customers' minds.
Creates a connection between business and customer. When a company's visual identity alines with the customers' identity/expectation/ethos, you will create an emotional connection.
Conveys trust. Even if your business is brand new, you can still look established and professional. Match the design to your product or service.
Creates loyalty. When your design fits your company it becomes memorable and with good customer experiences will help create a long-term loyalty.
How to know when you need a new logo
