A Crucial Aspect of Branding:
In this world today, there are many individuals and entreprenuals that either have a service or a product that they want to start selling. So in order to spread their services, there needs to be some sort of identity for their company. One of the things a small business or growing company needs to have is a logo which brands their company. In this stage of development, there are many things to consider when branding your company. Such as, you would think about what you are selling and why you are selling this product or service. It all begins with “Why?” because in order to get the consumers attention, there needs to be something significant in your logo. Also, there are many other things to consider, such as color, definition, aesthetics, typography, and other graphical assets that come in to play when branding your logo. Sure, there are many businesses that offer a great service without the need of branding or any kind of advertising, but it is to an extent, and why not spread out your services?
Well, first has to be appropriate and consistent to where it fits all visual assets, such as clothing apparel, coffee, parts, and etc.. There needs to be a symbol that catches your target audience and demographics, a symbol that avoids any disconnect between your audience and their perception of the product your are marketing. Try to think minimal because less is more, and that is a very key factor in not just designing a logo but in all aspects. Don’t try to cram too much on a logo, just keep it simple, neat, and recognizable to demographics. Stick to one shape or symbol, because this helps your company or business for maximum clarity and longevity. Avoid any photographs on a logo, and over colorization.
One of the things that I would advise is lots of sketches, get a pencil and a paper and start doodling, if you don’t know where to start, just draw shapes, lines and make more than one sketch. The correct way to say this is creating thumbnails sketches or mockups. Also, doing logo sketches are paramount because it is quicker than doing it digital such as on a computer or tablet, and you get more ideas this way, at a start. Moreover, I would avoid a computer at this phase because most designers start on screen rather than sketching, which also great, but if you really do care about your identity, then this is a good first step. So after making these sketches, the next step is to create a composition that is in black and white, forget about color on this first stage. The reason for this, is that once you have a black and white composition referring to your sketches, then it should be applicable to anything. A software best suitable for this development stage is called Adobe Illustrator, because it is a vector graphic based program, which can be utilize to scale any graphical asset and not loose its resolution. So the main goal in this phase is to think about how your final design would look on a product such as a hat, shirt, business card, cover letter, social media and most importantly a website.
The next thing is color, color carries meaning and can create an immediate impression of your brand. For example; blue, white, and light blue could be a spa service, or surf shop, this makes a relaxing impression to the consumer and the intensity of color can also convey meaning. So first you choose a color scheme, that best fits your company, a good color scheme is usually 2-3 colors at most. Again, less is more, the more colors you have the more cluttered and confusing it will be. So having a consistent color all through your logo helps other things as well, like your website, business card, and brochure or what ever it is you want to brand.
So now you have the idea on how this process works, now finally, you have put all this hard work into this piece that will long be recognizable in the near future. So you have to protect your brand, by taking the time to write up brand guidelines that instruct your staff, affiliates, and media and any other third parties how to use your logo. Guidelines can include the exact CYMK or RGB details of each hex code color, the scale and white-spacing around each of the elements of your logo as well as the use of any strap-line you have.
Written By: Tam Pham