03.01.2017 by Jon
A good brand will last the lifetime of a business, building relationships with generations of customers – so what is it that makes a brand work? Here are 6 things to keep front of mind:
The best logos are more than just a cleverly executed piece of design, they tell a story about the business – perhaps picking up on an aspect of the product or service – as with the speech mark icon used by Vodafone.
It can be tempting to create branding that says ‘right now’ – but just like that shirt you bought last year, styles can date quickly. Instead, taking a more classic approach in design terms will help to ensure that your brand looks as fresh in 10 years time as it did when it was first created.
This adage works when applied to so many things in life, and branding is no exception. The fact is that simple is easier to remember, and your goal is to plant a visual seed in the subconscious mind of your prospect, so don’t overcomplicate things. Again, just think of some big name brands like Apple, Tesco, Nike, and you can see they all follow this rule closely. Simple is easier to recall – especially when your prospect is moving quickly around a supermarket, or driving past a billboard.
Your logo will need to be designed in such a way that it maintains its integrity as it works across a whole range of online and offline mediums. It will have to be flexible enough to look great whether it’s being seen in full colour on a mobile, digital device, or as a monotone advertisement in a newspaper.
It’s not always appropriate (it wouldn’t be right for a funeral director for example), but having an element of movement can really add a further dimension to a logo – just think of Nike’s tick, Virgin’s signature, or Honda Motorcycle’s wing. On the subject of wings, the Twitter bird logo is another good example – over time, the avian icon has gone from perched and static, to soaring upwards in full flight.
This advice works on two levels. First, be sure you are not – consciously or subliminally, being influenced by any other logos you may have seen. Secondly, don’t cut any corners and use library images or stock illustrations in creating your logo.
Perhaps the most important piece of advice to bear in mind when setting out to create a brand is to make sure you engage a professional brand designer, one who fully understands the nuances of branding. You may well have your own strong ideas about how you want your brand to look – a good designer will work closely with you, adding your thoughts to their own inspirations, but always adhering to the guidelines essential for effective branding.
Studio 18 can give you a brand to be proud of, one that will help you build recognition and awareness in your market sector. We can develop Brand Identity Guidelines to make sure your branding is reproduced correctly wherever it’s used – we can even be your Brand Guardian, taking full responsibility for your identity, liaising with suppliers and other third parties whenever you need us to. Get in touch to find out more now!