More than just a logo. We’ve devoted many pages of this website to explaining that your brand is much more than just your logo. This is the page where we finally talk about the importance of your logo! We’ll talk about the design process and color and copyrights and proper usage, it will be fun. Read on!

What is a logo? The answer might not be as simple as you think. Is the Nike swoosh a logo? While certainly recognizable as a symbol for Nike, it is technically not a logo! Logo is short for “logotype”. Your logo is merely the consistent manner in which you display the name of your business (or a product). It is not uncommon for a logo to include an “icon”, such as the Nike swoosh, or even incorporate other trademarks, such as the classic Coke bottle “shape”. The important thing to remember is that while you might design the logo to primarily be used with an icon, the logo (text) should be able to stand on its own when needed. Likewise, when your brand takes shape, you may find that your icon can sometimes stand on its own, as well. The two need to complement each other such that they can work together or apart to represent your brand.

Basic Logo Design. Believe it or not, we usually like to begin the design process in black and white. This allows us to separate the basic design from color and textural effects that can be added to it. It gives us a usable monochromatic design that can be used for single-color representations of your logo (such as engraving or ink-stamping). A design that works well in black and white can easily be embellished to work even better in color.

Designing your Icon. The design of your logo/icon combination should be something that speaks to the nature of your business. It should help tell your story, if possible. For instance, if your business has to do with water, then an icon representing water in the form of drops or waves would help to visually tell that story. If your business was to analyze water, you could take it a step further and perhaps include a stylized representation of a drop of water in a magnifying glass. Our designers can help you to pare your business down to its most basic elements to create an icon that is unique, powerful, and representative of your brand.

Defining your Brand with Color. Now that we’ve developed a logo shape (usually an icon, perhaps some geometric shapes or lines, and text in a particular font or style), we can work with you to define an appropriate color palette. Colors that you like. Colors that represent your brand. Colors that work well together. Colors that will work well with colors that you might want to paint your walls or your company vehicles. This is an important step! Color is a very powerful tool. You can tie your whole brand together in your office merely by applying a coat of paint that jives with your logo! Most people won’t consciously notice if you do… but they will certainly notice if you DON’T. Use the color palette you have chosen with your logo consistently and wisely throughout your business.

How can we help? If you already have a logo, we can examine that logo and help you determine if it is effective as it could be. Maybe it is. In many cases, it is not. We can then have our designers work with you to either create a revision of your existing logo (this is VERY common practice, even the largest businesses change their logos and icons from time to time… look at Pepsi Cola!) or, if necessary, create a whole new logo for you. Call us today for a Brand Analysis, and let us help you build your brand!