Developing a brand for a company, individual or a product is by far in the way the best part of my job
...and possibly the most frustrating too! If a client turns up with a bad logo, I can feel myself turn cold at the idea of having to try to use it on a website or print job.
It's usually at this point I ask them, "how do you feel about your logo?" and "Do you want me to stick strictly to your existing branding?" or "would you like to see something fresh?".
Getting back to why I love branding... I like logos, badges and the imagery that goes with a good brand. I'm not just talking about the high end brands, that have the ability to make you spend twice as much or more, because of the perceived value or elitist nature of a brand. I like all brands; vintage, modern, budget, hi-tec, luxury.
I like the fact that using a few shapes and some text you can create something that is both immediately recognisable and conveys physical emotions to the viewer.
the evolution of a brand is just as important, and a good designer can evolve your brand so it remains current by applying subtle changes to shape, colour or the use of brand assets.
Prior to starting the design process you need to think about what your brand is going to communicate about you and your products or services. The following is two lists of brand elements the first is fairly obvious the second is less obvious but just a persuasive to your customers.
The obvious elements of your brand:
- Logo, colour palettes.
- Marketing materials.
Less obvious elements of your brand
- Your staff; how do they look, what do they say, how do they feel?
- The condition of your assets; buildings, signage, vehicles.
- Associations with other brands or ideologies.
- Endorsements or sponsorships.
Developing a brand
Your brand is more than just your logo, although usually this becomes the most obvious element of your brand and often a good place to start.