The difference between your company’s logo and branding, and why you need both!
In my line of work, I often see clients brief me on aspects of their logo design with terms that appeal to themselves, such as beautiful and cool, instead of words that represent the mission of their company. Clients will ask me to design something that looks “cool,” but that means nothing about their business; therefore, it is important for business owners to understand their company’s visual personality. This article will help small business owners to distinguish between logo design and branding and the importance of these terms for their business.
WHAT IS A LOGO?
A logo is like your name. When you introduce yourself to someone new, you say your name. When you are introducing your company to new customers, you showcase your logo to grab their attention. As the saying goes,
“You never get a second chance to make a great impression.”
You want your company’s logo to leave a good first impression. A logo represents your company visually by using a symbol, word (text) or combination of both. Consumers will recognise your logo as the company itself. For example, everyone recognises the Nike’s Swoosh logo or the McDonald’s Golden Arches.
If a logo is like your name, branding is like wearing clothes that represent your personality. Someone can be sleek, fashionable, techy, corporate, or geeky. The same goes for your small business. Layouts, imagery, fonts and colour schemes represent your business’s visual personality. By using these different elements in your visual identity, you can create the personality of what your company represents, such as eco-friendly, minimalism, vintage, luxurious and so much more!
What makes good logo design and branding?
KEEP YOUR LOGO SIMPLE.
Some people think the more complicated the logo, the better it will be. This isn’t the case with logo design. Simplicity is the key. The logo needs to look good in black and white and colour. A company might print the logo on a billboard, business card or a side of a vehicle. Therefore, your logo needs to be simple and clean to for showcasing at different sizes, whether large or small.
The same goes for branding, more isn’t better! Keep colours minimal. It’s best to have one main colour with one or two secondary colours that complement each other. Also, colours have different meanings and can reinforce the visual identity of your company. For example, red captures attention and evokes a strong emotional response. In branding, font choices should be kept to a minimum. Fonts can be playful, elegant, sophisticated or modern. So it is important to have a designer pick the best fonts to represent what your product or service stands for. I recommend to not use over two fonts, three at the most, for your brand identity. If your visual branding contains too many fonts, designs can look cluttered and messy.
CONSISTENCY IS THE KEY.
The little things make a logo and branding successful. If your logo has a lot of curves, make your branding elements have curves. If you take pride in your eco-friendly cleaning company, natural looking forms such as plant shapes and colours might be something to incorporate with your logo design and branding. As another example, a building company that specialises in minimalist Scandinavian designs might use lots of angles and straight lines in their logo design and branding to reinforce their values.
Consistency is the key to logo design and branding. Therefore, it is so important to hire someone with the skill sets to make sure your logo is pixel perfect (or rather vector perfect!), by consistently using imagery that matches what your business represents, and reinforcing your identity with colours, fonts and imagery. By following this advice, your branding will show reliability. For example, if you come dressed to work in pyjamas one day and a business suit the next, then clothes covered with stains on the following day, employees may question your reliability. It applies the same to branding!
HERE ARE SOME KEY POINTS TO REMEMBER:
Logo design is like your name, first impressions count!
Branding is like your clothing that showcases your visual personality. Use elements that represents your business.
Keep your logo design and branding simple. More doesn’t mean better!
Use consistent branding to build reliability.
Stay tuned for parts two and three discussing why logo’s pricing varies so much and the amount of work that goes on behind the process.