Brand Design

Brand Design

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One of the best and most interesting projects that a graphic designer can take on is designing a logo and brand identity. This where creativity has to be foremost. It can be a rollercoaster of emotions from initial daunting feeling having to create a new logo to elation and finding the solution. The key is to come up with logo options based on market research and hope some "design magic" happens through the exploratory process. Narrowing it down to a final approved logo and then seeing it flourish out in the world can be a very rewarding experience.

Most of the time, a logo is not enough. Organizations now require a thorough brand identity system that provides a unified vision and tools that help everyone build the brand.

"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer."(Seth Godin)

Business Identity

An Identity describes the visual devices used to represent the company. A Brand Identity uses visual components in a package that is paired with style guidelines and used as a blueprint to ensure the corporate image is maintained and consistent. Some of the visual applications that showcase the brand elements and style guidelines are as follows: stationery, marketing collateral, packaging, signage, messaging, and digital projects, among others.

The difference between a good brand and a great brand can be summed up as follows.

Less is more is a phrase that we try to adhere to. This ensures that it is memorable and can stand up to fashion changes within the industry. This also makes the brand usable in many formats. A great brand, whether it was a 'word mark' or an icon the main goal is it helps customers discover, share and remember a company's story and ethos. To create loyalty from customers, from just a brand identity is a designers, mission and dream.

The brand is an important element to any major business. So much so it needs to be protected. Which is why we provide brand/style guidelines to ensure if anyone else uses the brand, other than the designer who created it, that all the marketing, designs and general look and feel are consistent.

Business Branding

The effectiveness of a good business brand depends on:

  • distinctiveness
  • visibility
  • useability
  • memorability
  • universality
  • durability
  • timelessness

The subject matter of a logo depends on the kind of business or service involved. Who is the audience? How is it marketed? What is the media? These are some of the considerations.

Creativity in design is the core element, with this you can create inspiring and eye catching designs, that have memorability. Business branding allows you to talk to your customers on a national and global scale. The customer should be able to look at your brand and gage an initial impression. The objective is to create that positive first impression to instil confidence even before that first contact is made.

We use a variety of media to produce a creative result. Computers can sometimes restrict the creative process. We use other media – drawing, painting, collage, photography – to stimulate ideas. Getting out of the studio and visit the client. We think outside of the box and try techniques involving randomness and chance. As a creative studio and as designers we try to present ourselves with as many alternative options as possible from which to develop the most effective solution.

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