“To make my meal in a box taste better, I decided to tweak the logo, rather than the ingredients. ” - Jarod Kintz
Logo design is one of my absolute favorite aspects of corporate identity. Developing the face of a business is so exciting for me. It’s almost like revealing the face of a baby to its mother for the first time. The joy in the eyes of a business owner once they see their vision coming to life is amazing.
Since I spend a great deal of my time creating brands for people, I know for a fact that one of the most important components of brand identity is logo design. A logo embodies the essence of a company or individual. It is used on every piece of advertising or marketing material. It is the lasting image in the minds of consumers. Needless to say, it is kind of a big deal. The difference between good and great can be seen very clearly within the design of a logo. The following are five things that every logo needs to be considered great:
Good logos look nice, but great logos stand out. Your logo should differentiate your business from that of your competitors. It is critical to find something unique about you or your business that can be marketed and highlighted within your logo.
The design of your logo should be closely connected to your business and the product/services that you offer. It should attract your target audience and enable you to further market your business. If your consumers do not clearly recognize your company’s industry or understand what services are being offered, than you may miss out on some promising business opportunities.
A great logo should be able to adjust to any medium. From pens to billboards, your logo should be easy to read and clearly understood. A logo that loses readability when the size is deceased will ultimately limit your usage. Variations in the logo’s color options may help to prevent limited usage and increase the levels of adaptability for your logo.
Though it takes more time and effort, simple is often better when it comes to logo design. Condensing the entire essence of a business into one mark or symbol can lead to an overcrowded and cluttered logo if not executed correctly. It is important to combine the essence of the company with a style that complements the brand and creates a lasting image.
Standing the test of time is the ultimate goal of a great logo. Your logo should be designed with the future in mind. Leave room for company growth and expansion while still emphasizing your core services or products.
Will your logo leave a lasting impression in the minds of your customers for all the right reasons or for all the wrong reasons? Does your logo have all the distinction, relevance, adaptability, and simplicity it needs to stand the test of time? If the answer is “yes”, you are headed down the road to success. If the answer is “no”, begin working towards redeveloping your logo and create “a brand that works as hard as you do!” If you are interested in a free Logo Analysis, please click here to submit your company/personal logo.
Be sure to look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand.
Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #011
"Products are created in the factory. Brands are created in the mind." - Walter Landor, Founder of Landor Associates
AVOID A BLAND BRAND
Let’s face it; no one enjoys food that is boring and flavorless. The same goes for brands. Much like food, brand identity should connect to the basic needs of your customers. If you want to create a brand that leaves a great taste in the minds of your consumers, you must start with the right ingredients. Below are seven key steps to creating a brand identity that will keep your target audience coming back for more.
1. Use creativity to stay innovative and fresh. No one likes to eat food that has gone way past the expiration date. It is important to stay current and up-to-date. Find ways to enhance your product/service on a regular basis. These enhancements should directly benefit your consumers and help create a higher level of brand loyalty.
2. Research your target audience well. Understanding the needs and desires of your target audience is essential. When you thoroughly understand their "taste", you are better able to serve items that appeal to their "taste buds" - items that excite them and keep them interested in your brand.
3. Create a look and feel. Every business (even restaurants) should have basic, corporate items that help to establish a visual aid for consumers. Logos, corporate color(s), supporting graphics, and corporate guidelines all work together to create a memorable brand in the minds of consumers. Over time, these elements will allow you to develop immediate brand recognition with your target audience.
4. Develop a flexible plan. Restaurants spend a great deal of time establishing and modifying their menu, because they know that it could make or break their company. Same is true of a marketing plan for businesses. It must be designed with your consumer in mind. Your market research and deep understanding of your target audience will assist you in creating a plan that will lead to the success of your brand. It is important to leave room for flexibility in the event that you need to "modify your menu."
5. Manage messaging. Once your look and feel is established, it will be easier to manage your brand. Just like a restaurant educates servers and hostesses on various menu items, your company must educate employees on brand guidelines and expectations. Everyone involved with your brand should have a good understanding of your mission and core beliefs in hopes to minimize any possible branding blunders. The mission and core beliefs should be reflected in everything associated with your brand. If your messaging is consistent and mindful of your target audience, it will help to strengthen your brand.
6. Always deliver on your brand promise. In order to ensure brand loyalty, it is critical that you commit to your core mission and beliefs. If you promise quality, you must deliver quality. If you promise originality, you must deliver originality. No one wants to see a plate of fish and chips, when they ordered the steak and potatoes. Be a company of your word!
7. Present quality. In other words: Don't get sloppy! Make sure your brand looks good, sounds good, and tastes good in the minds of your consumer. Show them that you truly believe in your product/service and that you are willing to go to great lengths to deliver on your brand promise.
Now that you have the recipe, it's time to get cooking! I look forward to seeing a world full of more tasty brands. Be sure to look out for more "Branding Beast" blogs (from a "well-tamed" branding beast: Jennifer T. Graham) with topics to help build your brand!
Jennifer T. Graham, MBA | Creative Director | Branding Blog Post #009
I am always in pursuit of new stones, jewels, beads, and findings for my new Etsy shop! It is a new passion that has truly brought a lot of life to all my work. I have been finding great things locally and on different trips outside of Savannah.
A couple of weeks ago I made a trip to one of my favorite local shops in Savannah, Epiphany Bead and Jewelry Studio. In an effort to find some new jewels, I found some wonderful, raw African Turquoise. It's perfect for the summer and adds a refreshing touch of excitement to the shop.
Check out the shop for the newest addition: African Turquoise!
This project is for my city! I love Savannah and I think the world should too. I fell in love with the city in 2003 after moving from Ohio to attend Savannah College of Art and Design. I was able to grow as an artist while enjoying the beautiful scenery that Savannah has to offer. From the trees dripping with gorgeous, Spanish moss to the peaceful waves crushing onto the Tybee shore, Savannah has so much to appreciate.
Last month, I decided to take some of the work I created during my first years in Savannah in combination with a new Savannah branding project and design t-shirts. The t-shirts in this collection display my love for the city, music, and art. I created the Savannah/CPort logos in hopes to bring awareness to Savannah on a pop culture level. I am proud of my city and it is my dream for the world to wear it's name. To purchase a tee, please click here!
Did you know that I make earrings too? Well, now you do! I opened an Etsy shop on April 29th of this year and it has been a very exciting adventure. I am learning a lot about jewelry and (ironically) marketing too! It's not enough to just have a product. You must market that product effectively too. This is something I have learned in my advertising studies for many years and now it's time to put it into play!
Making my jewelry is a great way for me to keep my creative juices flowing as an artist. I love crafts and fashion. Jewelry is the perfect combination of those two things. My jewelry mixes natural, earthy colors with bright, fun hues. I am inspired by almost everything that I see and enjoy creating new pieces for the shop. Click here to check out my work!
JENNIFER T. GRAHAM