Do you need a logo or a brand identity; are you wondering if they are one and the same thing..? There is a difference.
A logo is a symbol and collection of words that represent your brand.
While a brand identity is a combination of images, font faces, tone-of-voice, colours, design layouts and the logo(s); that, when combined and used consistently, represent your business.
Remember “The logo” is just one element of the brand identity!
As part of the Brand Identity collection of blogs, I share 8 top tips for creating a successful logo.
Logos that talk
When logos are done well they can speak volumes.
Your logo design should communicate what’s great about your business. There is a talent to creating the right logo which matches your brand values, unique selling point (USP) and encourages your audience to get-in-touch or make that purchase.
Ultimately you want your customers to fall in love with your brand and remain loyal. The right logo can pave the way for that to happen!
The Reflect logo
The Reflect logo below shows the benefits of how a financial services company is born during a pandemic. A time of reflection…
This appeals to both internal and external audiences who are looking to their future career prospects or perhaps a client looking to secure a comfortable lifestyle in retirement. The opportunities are endless.
The element of reflection was subtly incorporated into the logo and supporting brand elements to ensure consistency
Sorrel & Sage logo
Sorrel & Sage are highly talented florists based at The Owd Barn’s repurposed ‘Spud Shed’ in Ormskirk, Lancashire. They were looking for a new identity to fit into their rural location.
Every element of the Sorrel & Sage logo is considered; from the bespoke lettering inspired by the Sorel and sage leaf, to the organic colour palette and overall design. It definitely fits in with their barn location, ethos, beautiful floral design and Boho wedding trends while taking care not to alienate other clients.
I am delighted to say, Sorrel and Sage are now opening a second shop and I am proud to have played a small part by bringing their brand logo and identity to life and wish them all the success for the future.
Ultimately you want your customers to fall in love with your brand and remain loyal. The right logo can pave the way for that to happen!
Keep it simple
Keeping a logo simple maybe more complex and involved than you might first think! Successful logos consider…
Scale
Your logo should work on both large and small scale formats.
This can be achieved by either:
- Keeping it simple
- Isolating just the symbol for small scale formats.
- Create a mono logo.
Adaptability
Logo designs need to be adaptable in the digital world. It’s important they can adapt to different social media templates whose formats, shapes and sizes all vary.
Colour
Colour holds meaning which helps reinforce your message while connecting with your audience on an emotional level.
Using just 1 or 2 colours will help your audience become more familiar with your brand, while keeping print and manufacturing costs to a minimum.
There are always exceptions such as Google who use a rainbow of colours to express their diversity and playful brand.
Formats
Vector logos (eps, ai) don’t lose any resolution when scaled up making them ideal for print and manufacturing.
Raster logos (jpeg, gif, png) Are the ideal format for digital marketing as they are compromised in size. This however means they will become pixelated when scaled up.
Readable
If you want to personalise your logo with handwritten or scripted fonts. You need to make sure they are easy to read at any scale.
Kerning (the space between letters) and leading (the space between lines) will also ensures your logo is balanced and readable.
Unique selling point (USP)
Focusing on just one selling point allows you to communicate that into your logo and your audience is more likely to retain it.
Name it! Check it! Before you design it!
Coming up with a name for your business can be challenging; you’ll want it to be memorable, timeless, and available.
If you’re a UK-based company, you can check it’s availability through the UK’s Companies House name availability checker. See link below.
find-and-update.company-information.service.gov.uk/company-name-availability
It’s also worth checking the availability of your domain name so you can get your business online. Web hosting sites such as Reg123 & Bluehost offer free availability checkers.
To help avoid copy-cat brands leveraging off your success it is recommended to purchase several domain extensions such as .co.uk, .com & .uk.
Protect it
Before investing in your chosen logo we recommend checking it via word, phrase and/or image on the IPO website, trademarks.ipo.gov.uk/ipo-tmtext. The last thing you want is the costly expenses of taking down all your brand materials because someone has already registered a similar logo design or name.
Consistency
It is essential that the brand logo is used consistently to present a professional organisation. If not, the impact of the brand logo will become compromised.
Below are some examples of common mistakes and what not to do.
Do not use the positive logo on a dark background. Instead use the reversed logo.
Do not change the colour(s) of any part of your logo.
Setting a minimum logo size helps ensure your logo is legible everywhere. If it doesn't fit, try using the symbol in isolation.
Do not distort, squash or alter your logo in any way.
Cultural appeal
A logo is a combination of symbols, colours, shapes and words. All of which can hold different meaning to different cultures, religions, generations, regions etc. For example the colour White is seen as pure in the west while in the east it is the colour of mourning.
It’s therefore important to be sensitive to your audience’s needs. Particularly if you want to grow internationally. We recommend doing your research and testing out your design/logo with a diverse focus group before making any commitments.
The last thing you want to do is inadvertently offend your audience by communicating the wrong message.
Timeless
It’s important, as over time your logo will become more familiar and will be the symbol that represents how your business is perceived by both your external and internal audience.
Familiar brands allow designers to break the rules and push their creativity. Just look at Google who retain the font and core colour palette but constantly change the imagery around it. Resulting in an engaging brand unlike any other.
Just for fun guess who these well-known logos components belong to. *Answers at the bottom of the page.
From just a few elements we can easily recognise a brand and that’s when they become powerful. Saatchi and Saatchi refer to them as Lovemarks and explain it well in Kevin Roberts Lovemarks July 2007.
Have fun!
It will show through in your design!
Let's start the conversation!
If you’re looking for a fresh, new identity for your business and want to work together with someone who shares that passion, feel free to reach out, I would love to help.
Further details of our 5-step to creating a strong brand identity can be found below along with access to my design gallery.
dantumadesign.co.uk/brand-identity-roadmap
Feel free to comment below and if you would like to discuss a project, feel free to reach out.
Call: 07769 321 499 / 01270 762348 or email: amanda@dantumadesign.co.uk
*From left to right; Disney, McDonalds, Amazon and Coke.
