Last updated on September 6th, 2017
Your company logo is not simply a symbol but much more than that, it is the quintessential introduction of your brand. And it is important to keep this fact in mind when designing your logo. This is the reason why professional logo designers first enquire about the brand of a company, carefully ponder over the theme and the concept, and then start working on the actual design.
So, What Exactly Is A Brand?
The meaning of brand seems to be simple when it is described as a product that a company makes or sells. But for a logo designer, brand has a different meaning altogether. In a broader sense, brand for a designer is the experience that consumers get when they use the product. So, we can say that the benefits a company commits to delivering its consumers are brand. These benefits may include security, pleasure, recognition, money etc. When a product delivers such benefits, it becomes a brand.
The features of your product or services are also an avid part of the brand. If you deliver your products on time, or include extras and do something additional for the customers to deliver them the products, then it transforms into brand. In other words, when you add value to your product, it becomes a reliable brand.
Why The Logo Designer Needs To Know About The Brand?
The logo designer must be aware of the brand for better designing of the logo. Many aspects of brands such as its shape and size, color, usefulness, attributes etc are necessary to know in order to create a purposeful logo. In the absence of any such knowledge, the logo may not represent a brand fully.
Know Brand’s Ideology
The logo designer must know about the brand’s ideology before creating its logo. It is advisable to write down what you think of the brand. As a designer, you can also create a mood board with some imagery so that you are reminded of the brand ideology.
What Questions To Be Asked About The Brand?
The logo designer should ask some questions in order to know more about the brand. For example, you can ask if the brand evokes emotions or is it utility-driven. Find out, if the company is traditional or contemporary. Ask as many questions as you can to know more about the personality of the brand for which you are about to design a logo. Personality evaluation of the brand is essential activity for any logo designer.
Brand Identity Is Important To Create
One of the major purposes of logo is to create a brand identity in the market. A brand builds an identity when consumers start buying it without making conscious purchasing decision. When the consumers do not doubt the usefulness, quality, service and other aspects of a product, then we can say that it has built a brand identity for itself in the market successfully. In doing so, the product is helped immensely by its company logo.
Choose The Elements To Match The Brand Message
After you know the brand ideology and intended message for the consumers, express it in your logo design by picking up matching elements. Your choice of colors, fonts, space, size, lines, icons, figures etc are vital to the effectiveness of your logo in creating the brand identity for the business.