When you see the Coca-Cola image, there is no mistaking it. The red and white logo with the telltale swirl in the middle is very recognizable. When you see it, you know what’s coming. It’s not even necessary for the words Coca-Cola to be included. You can conjure the product based on the look of the logo alone.
Some businesses may not think that they can ever create a logo that will be as synonymous with their brand as Coca Cola’s. After all, the business has been around for over a hundred years. But while time is a factor that must be considered, everyone has to start somewhere.
This article will review what to consider in creating a logo and brand design and explain why these elements play such essential roles in your company image.
Why is Branding So Important?
As evidenced in the Coca-Cola example, branding helps a company stand out. It becomes so ingrained in the business, that all you need to do is look at the logo and you know what brand you are looking at. This is a big part of what helps a business stand out from the competition.
Branding should also say something about the company. So when you design your branding elements, you must think about what your company represents. Are you a fun company? A cause-based company? A tech company? A consulting company?
Think of what your company stands for and come up with a logo and branding design that instantly sends the message you’d like your target audience to receive.
What’s Involved in Brand Design?
Brand design consists of various elements including the following:
- Logo
- Company colors
- Web site design
- Typography
- Graphics
Let’s look at each of these components and how they can be used to create a strong brand image.
Logo
Your logo may be the most important element in your brand design. It will be featured on all your materials including your website, your business cards, your marketing material, your products and everything else your business creates.
Your logo will be closely tied to your brand identity so there is no right or wrong way to create it, but there are a few helpful tips that will help you come up with one that’s best for your business. These are as follows:
Think of Who You Are: The first step involves taking an introspective look at your company. Determine your brand characteristics and come up with an idea for a design that best expresses your identity.
Remember that your brand has a story. Telling the story to your customers will make your company more relatable. It may be difficult to express what you want to say through a logo, and for simplicity’s sake, you may not want to try. But if you convey certain elements, you’ll come up with a logo that speaks volumes to your target audience.
Don’t Be Influenced by Trends: If you have an innovative image, you may be tempted to create a logo that is trendy and cutting edge. But keep in mind that a trendy logo will be out of style in a few years. Changing your logo regularly will alienate your customer base.
Therefore, it’s best to keep things classic. You can tweak your logo in accordance with current trends to make it appear more modern, but you want to avoid a complete overhaul. Use something that will withstand the test of time.
Ask Employees for Input: As the owner of a company, you may be so close to it, that you may not see the forest for the trees. It’s best to call in different people to get their input during the logo creation process. And who better to turn to than your employees?
Your employees are the voice of your company. They are familiar with the message it should be sending but they have enough distance to see how a logo and other elements can appear to consumers. Be sure to get their input and approval before finalizing your design.
Make it Memorable: Your logo won’t stand out unless it has a memorable design. Therefore, you won’t want to copycat your competition. Incorporating your unique brand identity will help it get noticed. You can capitalize on this with colors that pop and a fun design.
Test Different Versions: Once you have a good idea of what you want your logo to be, try out different versions and see how they go over. You can use a market survey company to see how people react or go local by showing the varieties to family, friends and colleagues.
Company Colors
Almost every company has colors that represent their brand. Coca-Cola’s are red and white. Walmart’s is blue. Dunkin Donuts’ are orange and pink.
You may have gotten so used to seeing these colors that you don’t think too much about them. But believe you me, a lot of thought was put into coming up with them.
When thinking of the colors that represent your brand the best, you must consider how they will represent your brand and how they will affect consumers on psychological level.
In coming up with colors that represent your brand, think of your identity. If you are a fun brand, you may want to play around with colors like vibrant pinks, yellows and purples. If your brand is more conservative and serious, blue may be a good color. Black is good for luxury while green is perfect for sustainable industries.
You should also be aware that different colors conjure different emotions. Here are some examples:
- Green is calming and symbolizes nature.
- Blue promotes loyalty and trust.
- Red is a passionate color. It stimulates the body and mind.
- Yellow is invigorating and purifying.
- Silver is linked to modernity and innovation.
Once you consider the colors that best represent your brand and appeal to your target audience, you will be able to come up with the combinations that work best.
Web Site Design
These days, a web site is often the first point of contact a consumer will have with a company. Therefore, you want to create one that provides a great representation of your brand and stands out from the competition.
Once you have your logo and brand colors, other elements will fall into place. However, there are some considerations that you should take note of. Here are a few to keep in mind.
Keep Brand Identity Consistent: Most websites consist of various pages. Each page should include your logo, company colors and other elements you feel represent you. These should carry over into the way you create your profiles and promote yourself on social media as well.
Your Content Counts Too: Your content should also reflect your brand identity. It goes without saying that the pieces you write should pertain to your industry. But you also want them to capture your company voice.
For example, if your brand focuses on entertainment and recreation, your content should be written with a bold voice and a sense of humor. If your brand is cause related, use a caring tone when you write.
Your Images Should Be Carefully Considered: A website will fall flat without the right images. If you know anything about building a business website, you have probably had people warn you against using stock images. This can greatly reduce your website image. However, some argue that they are better than no images at all.
But, if you do have the budget to create and use your own professional images, make sure they represent your brand voice. Photos will always paint an accurate picture and you really can’t go wrong by taking pictures of your staff, products and events.
If you choose to integrate graphics, go for those that match your logo in style. If your logo was created by a graphic artist, you may consider hiring them to create other images for your site.
Typography: The typography you use will also give your website a customized look. Some companies go outside the box by using typography that is made specially for their brand. And while this can set the business apart, it’s important to keep a few rules in mind.
For example, while you want the typography to set your brand apart, you also want it to be readable. So be sure not to get too elaborate. And while company colors should be integrated as much as possible, your print should stand out on its background without irritating the eyes.
Once you get a definite look for your brand and website, carry it over to all other materials including business cards, marketing items, letter heads, packaging and more. You always want customers to know exactly who they are dealing with.
Logo and brand design are the main components of your brand identity. Think carefully to create designs you are happy with from the beginning, so you don’t end up making changes that alienate customers in the future. What inspires you in the creation of your brand elements?
If you have questions or would like to get started, please give us a call at (312) 834-7787 or visit our website to request a free quote and consultation.