Digital Media
Logos and Branding
ALL ABOUT LOGOS & BRANDING
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A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads. My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
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An Identity describes the visual devices used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral, packaging, signage, messaging, and digital projects, among others.
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A Logo is the central, identifiable visual element that helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two. The main purpose of a logo is summed up nicely as the five principles of effective logo design in this Smashing Magazine article.
LOGOS
Logos are images, texts, shapes, or a combination of the three that depict the name and purpose of a business – to put it simply.
However, a logo can and should be more than a symbol of identification. If designed well, it also tells a company’s story, by conveying your brand message in a way that helps to establish an emotional connection with your target audience.
This vague-yet-nonetheless-inspiring definition can be broken down by the following question:
What Does a Logo Do
Answer: Most of the heavy lifting.
A logo is important for a number of reasons – mainly being that it:
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Makes a great first impression, which invites customers to interact with your brand
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Helps you to create a brand identity
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Gives your company a symbol through which people can better remember you
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Distinguishes you from competitors
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Fosters brand loyalty
So, creating a logo should clearly be high on your list of priorities when starting a business – but what are the elements that you can use to make it happen?
What Makes a Logo Stand Out?
Obviously, this depends on the company, audience, intended message and logo design – logo effectiveness can be pretty subjective and variable across industry or business.
However, there are four broad goals you should aim for when creating a logo:
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It should be audience-appropriate.
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It should be easy to read.
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It should be distinct.
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It should be scalable.
