April 8, 2016

Branding and Design

A logo is the graphic symbol that represents a person, company or organization. If the logo is well-known enough, you may even see a logo used without the name of the business that it is associated with. Normally, most marks have a typographic part that more clearly spells out the name of the organization.

A logo can also be purely typographic. It is called a logotype or wordmark when only the letters of the name make up to the logo (there is no additional symbol).Some people also refer to the logomark as the word portion of a logo that also has a symbol.Sometimes the graphic symbol and typographic word mark are very separate. With other logo designs, there is not a clear separation of logo symbol from typography.

Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.A brand identity is the larger, distinct visual look that is associated with a company. That is a brief overview of the elements that can be put together to make your brand’s identity more robust than just a logo.

When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. Many people have heard about the importance of using their logo consistently. But there should be a consistency to elements beyond your logo.The tricky thing is that while your logo is unfailingly unchangeable, your brand identity must have both consistency and flexibility. Creating a brand identity that is distinct yet varies based on it’s form, is a challenge but can bring big dividends in your brand’s value. The elements that can be part of a full brand identity could be fonts, colors, imagery, and even the voice of the writing.

What is included under the term brand is much harder to define. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not strictly the design side of a business. These may include your content, messaging and story telling. Customer service and the client experience also a part of a brand. The idea of reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.

You will also hear some people use the word brand almost interchangeably with company or organization. It can be a way to talk about product or service; individual or organization; company or non-profit without getting caught up in listing all those particulars. For example, people will say: “A great way to promote your brand is using social media.”I like to think of a brand as a combination of how you define and promote yourself and how others define and view you. You never have complete control over your brand because it is not wholly generated internally.

We want your project to be a pleasant and successful experience. We have a simplified and fast-track branding and app design and mobile development process in place that we have used successfully and continue to adjust and improve. Our main focus is to make sure that not only are we doing the best for your customers experience and delight, we want your project to be seen as a market leader in design, usability, and innovation.

Our goal is to balance a professional relationship with our clients alongside personal, individualized service. We guide and support our clients throughout the branding process, through to the design, mobile app development, and marketing launch.