Logo and Branding Design
There is a common misconception that almost every one of my customers has when they first come to me to discuss their design needs and strategy. They use the words logo, and brand, interchangeably without even realizing they’re making a mistake.
But these two concepts are completely different, and in order to understand those differences we must first break down each process separately.
At its core, a logo is a symbol that is made up of text and graphics. Branding is a long-term, and strategic process, so it’s important to understand how these two strategies work together.
What does your logo do?
Your logo is just a small part of your brand’s experience, and usually has three parts:
- Brand Mark
- Logo Type
- Tagline
Logos have many jobs, a good logo will:
Help you stand out – The most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses in your market.
Identify key information about your business – your logo needs to provide your customers with some basic information about your company, what industry you exist in, and the services or products you offer.
A logo builds recognition – or leaves a visual impression on your customers that reminds them who you are. This association helps customers remember you.
Branding Explained
A strong brand is both a strategic and financial asset. If you continue to invest in your brand, you will increase the value of your company, and that value can continue to grow.
Having a strong brand will also allow you to set higher prices for your products or services. If your business depends on creating loyal repeat customers, a strong brand is the surest way to accomplish that.
So when it comes to creating your branding, you’ll need to follow these 5 steps in the branding process.
- Mission, Vision, and Values
- Research: Audience Needs, Market Size, Competitive Analysis
- Positioning
- Messaging
- Visual Standards (This is where your logo comes in)
As I mentioned, branding is a process, and it takes time and some revenue, but if done correctly you’ll end up with a tremendous asset.
Your Logo and Branding Design Work Together:
At the end of the day, a logo by itself doesn’t have much meaning. It’s only when you combine it with your customer services and physical products that it really starts to reflect your business’s values and voice.
That’s why it’s really important as a business owner for you to understand the importance of a well-thought-out logo and branding design strategy. If you take the time, it will likely be a smart investment for your business or organization in the long run.
