When it comes to building a successful brand it's what's on the inside that really counts. But to get people to listen and engage, first you've got to get noticed, and it's what's on the outside that does this job. If your logo and visual identity accurately reflect your brand values you will attract the right audience to your door. This post explains the steps a graphic designer will take to express your brand visually.
Designing an icon
Once your designer has an idea for a meaningful mark that will identify your brand they will start to consider how it will look, using your brand values and personality as a starting point. Matching the way your brand looks to your values is achieved by using the right visual clues. For example my logo for digital marketing advisor Duncan Page uses clean lines and grids to make it look slick and technical, whereas artistic jewellery designer YolyWood required something more hand made and personal looking so I used freehand brushstrokes to create the monogram.
Choosing a typeface for your logo
After considering the style of the icon a designer will choose an accompanying typeface that aligns with your brand personality. In the examples below the hand drawn type I created for therapeutic horticulture enterprise Nurture through Nature contrasts with the neatly ordered modern lettering I used to illustrate the regimented tidiness of archivists Pencil and Planchest.
The colour palette you use may be bright and bold or subtle and sophisticated, depending on the look you hope to achieve. For Taylor Made Copy I used a varied palette to convey a wide range of writing styles, whereas arts marketing company Spark suited a stylish black logo that would compliment the colourful photography of the shows they promote.
A good designer will help you identify your brand personality before translating that into a visual style. Once a logo has been created, they will establish a consistent look and feel to take across all your communications. Brand guidelines detailing typefaces, colours and layouts can help you to stay on brand and to look professional and coherent.
The best brands are built on a solid core of good intention and expertise, and without these a great logo is nothing but a fake. However, with a worthwhile mission and strong set of values in place getting a logo that reflects those core values is a valuable next step that will enable you to communicate your 'brand essence' at a glance.
If you are local to Brighton, UK and would like have a free chat about developing a logo and visual identity for your brand contact me here