In this short series of articles, I will explain what the difference between logo, identity and brand is. This piece will focus on logos.
There is so much confusion regarding the varying meanings of logo, identity and brand – and how they connect. Many designers, authors and bloggers have had their say about what’s what…so I thought I’d have mine!
I have heard that some designers baffle clients with jargon. Hopefully by reading this article, these integral aspects of graphic design will be explained and you’ll be in the know too! Don’t feel confused any longer!
A logo is… an identifying mark, which signals a business entity.
A logo forms part of your business’ identity, which is the visual mark, to help customers identify who you are. A logo is a projection of a relationship between an audience and an organisation.
It can include a symbol, icon, badge, sign, organisation name, tagline (a slogan, which clearly describes an organisation or product) – or a combination of these graphic and text elements, along with a specific colour palette and shape.
Although, to create something visually appealing, these elements cannot be thrown together in a haphazard fashion!
Many business owners (particularly start-ups who do not have the capital to invest in a memorable, recognisable, aesthetically-pleasing logo) have the opinion they can create a logo themselves using clip art from Microsoft Publisher or worse (is that possible?!), use Comic Sans to type out their business name. ‘Hey presto’, they seem to think, ‘my logo’!
It, most certainly, does not work that way! Designers study, research, experience. We read, contemplate and reflect. We know our stuff! This is what makes us extremely willing and able to undertake this hugely important task of devising a logo to represent your organisation, your people and staff, your thoughts and ideas, your mission and value and ethics. We want to create something for you to be proud of.
By delving into a graphic design brief completed by you (the business owner!), researching your competitors and industry – finding similarities and niches – and understanding your products and services, graphic designers are able to create a visual mirror of your organisation.
We will create a representative identifier of your organisation to promote you to the world (your stakeholders, customers, business contacted, peers), which sets you apart from the thousands of other companies doing exactly the same thing as you.
Most likely, your logo will be text-based, comprising of your business name, perhaps with a tagline and a symbol or icon. Sometimes, successful brands are even recognised by the symbol alone, for example McDonalds’ ‘golden arches’ or Nike’s ‘swoosh’. This would take years of brand-building… Perhaps something to aspire to!
Simply put, a logo is the foundation of your identity – the most visual element – which triggers feelings of customers. Ideally, the logo will become associated with your brand.
Please feel free to get in touch if you’d like me (here at White Space) to design a logo, just for you and your business.