Brand identity is a group of tangible and intangible elements that when combined will give the right image to your clients and make you memorable. The brand identity goes beyond what most people think, it includes the values and company culture, the mission and the vision of the company and much more.
Usually people think that the identity of their brand is just the logo, but this is just a part of it, and every company or business needs one. There are some cases in which a company has different lines of products, then, they have a company logo and a logo to identify each specific product line in the marketplace even if they are in the same category. An example of this is "P&G (Procter and Gamble Company)" owner of brands like "Pampers, Tide, Tampax, Pantene, Head&Shoulders, Braun, Gillette", etc.
A logo is a symbol adopted by an organization to identify itself, its product or service and it can be used in different media to promote the business. It is just a piece of the brand identity. It can be an image or design, just the name or both.
For example, “VERSACE” has both, they often use them separately. Therefore, you can see just the name, which is very straight forward, but also, everybody recognizes the Medusa that is the iconic symbol that identifies this brand when used by itself.
On the other hand, companies like "Apple" have only a symbol, no name, wherever you see the bitten apple, you know which brand it is. They have made changes regarding color along the years, but the symbol has stood the test of time and has become a classic. They have been consistent, they have evolved but remain true to themselves.
The process followed to design a logo is complex, takes time, research and analysis. The creative team in charge of this part of the identity must consider different variables to make sure the message is clear and delivered in the best way possible for people to remember it.
One of the most important things to consider, I have discovered, is all the uses of that symbol, not just to make it look good but also functional. The client (I mean you) needs to be able to use it in all the possible elements to promote the business in a way that is cost effective and versatile.
That said, my recommendation as always, is to keep it simple, no special effects, maximum of three colors with no gradients. As for the font type, sans serif fonts are the best because they are readable in almost any size. Keeping this in mind, when you meet with the creative team that will design your logo you will have a better idea of what you would like to see and what to expect.
We want you to be unique and to stand out from the crowd, this way you will be memorable, and your business will grow. Stay away from intricate designs, cursive fonts and very thin lines that won’t be readable and will create confusion.
Do you already have a logo? Are you able to use it in every possible way or not?
I hope you find this information useful and if you have any questions, please leave a comment below and share this post with your friends!
Thanks for reading, until next entry