Everyone’s heard the quote “don’t judge a book by its cover,” right? We know that this is a great lesson about not judging someone based on their appearance. In the business world though, appearance is everything. By appearance, just so it’s clear, we are talking about the company’s logo and brand, which is on the forefront and catches the eye of consumers. A company’s brand is more than just a logo – there are many other branding tactics that represent a brand.
Creating a logo and building a brand is much more than choosing a color scheme and the graphics that represent your business. These are also two separate things, which some people confuse because they go hand-in-hand.
- A logo is an image (text and/or icon) that represents your company and is just one of the many graphics used to represent the company’s brand.
- A brand includes everything from the fonts and colors within the graphics, to the business cards, website design, images, and communication associated with the company that the customer experiences.
When meeting with a designer, it’s important to keep the following in mind:
- What are the company’s values & goals?
- Who are the target customers?
- What does the company want people to remember & take away from their brand?
- Does your designer understand your unique style and be willing to work with you to accomplish what you envision?
Color evokes different emotions
Once these four things are decided, choosing a color scheme comes next. Certain colors, fonts & styles cause different emotional reactions, which is why knowing the meaning behind each is important. A good designer will spend the time to map out your branding goals and design preferences.
On the left is a great description of the top colors, their meaning, and some of the Brands using the color.
Once a logo is created, it is important to build your brand around those colors, icons, and values behind it. Customers will remember the logo, whether it is well designed or poorly put together, so you want it to give off a positive feeling and imprint in the customer’s mind.
When building your brand, all business resources (brochures, business cards, graphics, websites, social media platforms, thank you cards, social icons, cover photos, etc.) should stay consistent with the logo. This way, a customer will be able to remember your business, just by the graphics associated with it.
What are the benefits of a strong brand?
In addition, a strong brand is an asset that has intrinsic value to your company. If you have a registered trademark on your logo, not only will it protect your brand from copyright infringement, but also you can resell the logo and name in the event of retirement or closing your business.
A strong brand has a perceived value that will help to protect the set price of your product and services. Luxury products such as Prada, Bentley, Rolex, and many others will rarely go on sale because they have well-established brands.
Case Study: Salty Anchor Design
Salty Anchor Design, a graphic design studio specializing in branding & Squarespace websites, is a great example of consistent branding. Below, you can see how the logo is distinct and flows nicely with the rest of their advertising materials.
This is the logo used for Salty Anchor Design, which has two different types of fonts (Josefin Sans & Typnic Script Compact), two colors (#333366 and #B59970) and an anchor icon within the “O.”
Becky Schrumm, the owner of Salty Anchor Design, mentions in a recent blog post describing her rebranding process. She chose an anchor for her design because it “provides stability and security.” She says that “when that anchor is dropped and locking your vessel in place, the longer it’s holding ground, the saltier it will become in that deep ocean water. She also identifies with salt in the adjective sense meaning sharp, down-to-earth, and even witty.
When Becky is working with her clients, she always aims for a straightforward approach, full disclosure, and services that are clearly defined. She wants to be a resource that they rely on and trust in.” These words, salty & anchor, have meanings behind them, which makes her graphics so powerful and memorable for her customers.
These are the social graphics used throughout her social presence. For more preview of her portfolio, visit her website at www.saltyanchor.com