Most people don’t need to think much about logos or the visual aspects of branding. That’s precisely what makes them so powerful.
The most recognizable company logos—and brand identities generally—can evoke a chain of associations and emotions in only a moment. But creating these instant brand associations involves a lot of work for a lot of people.
Think of a favorite brand, and it’s a safe bet that every color, every typeface, every shape, and every line of the branding has been sweated over by both branding agency and client.
Brands do this because they know impressions count—whether you’re a multi-billion dollar colossus or scrappy startup. They understand that brands win by presenting as relevant, trusted, and memorable (and then following through on that presentation).
At 519Design, our design heritage, especially in logo design, runs deep. We’re strategists, creators, experimenters, and collaborators. When you work with us, we paint the big strategic picture of how to reach your target audience with exceptional branding, and then pursue the details with a down-to-the-pixel obsession.
A corporate logo can be created as a one-off project. You can spin up a quick style guide in the same way. We’ve done it ourselves for many clients (and we’ve become pretty well-drilled at doing so). So why invest in a deeper, more strategic process with a specific brief?
The answer is that your visual identity should help tell your brand story. You need to be able to express your brand story not only clearly, but specifically—the more specific the details, the more memorable the story.
Developing a powerful brand story not only enriches the work of creating a visual identity, it leads to a better-defined buy-in and feedback process. It’s much easier to get feedback when the question is: “does this typeface communicate professionalism, warmth, and friendliness?” than when the question is: “do you like it?”
Developing this kind of brand story requires a strong brand strategy, which addresses what we call the four Cs. These are your Core (your essential strengths), Customers (your main audience), Competition (the competitive landscape), and Context (the social trends that shape your business or industry).