LOGO DESIGN BLOG   LOGO DESIGN REVIEW

The logo does not make the brand. But, when it comes to customer relations, it is no use having one without the other. Logo is Brands wingman. Logo makes the first impression, makes the introductions, and moves aside. Then Brand proves itself out; makes a connection, creates a relationship of trust.

See, Logo’s good looking and outgoing where Brand has a really genuine, great personality. You can count on Brand. Brand comes through. And every time you see Logo on the street somewhere, it reminds you of everything you like about Brand.

Metaphors aside, it’s a misconception that a logo is a brand or that a brand is based on a logo. In actuality, the brand should be fully developed before a logo is designed. The brand tells the story; the logo refers to it. Don’t expect a logo to speak for an entire company. Changing the way a business is represented will not change the way its brand is perceived.

Before hiring a logo designer, one should already have defined goals, standards and values. Remember a brand encompasses quality product, promise of value, value perception, public reputation, and company culture. (source) A quality brand is vital to the success of a logo.

Here are some things to consider when integrating a logo with your brand:

• Establish values and goals when you first conceptualize your business. Write a mission statement and a brand strategy.

• Prepare a brand promise and create your brand’s personality. Choose actual personality traits to define it. (source)

• Keep your brand’s image consistent with its actions and level of quality. Otherwise, the logo and marketing may actually weaken your brand strategy. (source)

• Both your brand and logo should reflect professionalism and growth, despite the business’ size.

• The logo should be enduring: classic or flexible. The design needs to accurately communicate the message.

• With regard to design, consider customers and competitors. Know what your customer responds to, and use colors that stand out from your competitors’.

In short, no Brand is complete without a Logo, and a Logo with no Brand is just a piece of art. Through quality product/service/interaction with your customers, you then create Brand fanatics that associate you with your Logo. Perpetually, your Logo then helps evangelize your Brand. So in this circular pattern of Brand domination, remember that neither is complete without the other, both must be up to par or the other will falter.

If you need a Logo, we recommend the Hewlett-Packard company, Logoworks. You can see their logo process here.

If you need a Brand identity, check out this resource for some pointers.

This entry was posted on Wednesday, September 12th, 2007 at 3:43 pm and is filed under Logo Design. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.