As a full service marketing agency we usually aim to keep the amount of work for our clients to a minimum. When embarking on a branding campaign, however, the logo design has to be approached with a strong level of understanding of the business on our part, so that we can ensure the look and feel of the design conveys the right message. And for this reason, we provide our clients with a list of considerations to make as part of the initial briefing process, hopefully to get you thinking about design directions you may not have considered before. We also consider your competition during the design process and the wider industry in which you operate, to build an awareness of the market and help you position your brand appropriately.
Many small businesses make the mistake of thinking that the logo should be displayed in the same single format at all times. But this lack of variety makes it harder for you to ensure that your brand is represented professionally in all contexts and it fails to make your brand memorable to your audience. A successful brand is one that represents itself through a rich variety of designs and logo formats, all of which are complementary to one another while also being appropriate to the context. Logo formats, for instance, can comprise of anything from a single icon to a complete lockup that includes a logo, company name and strapline. But brand design isn’t just about your logo: it often includes other design assets such as fonts, patterns, colour palettes and photography. We can help you achieve a brand that incorporates some or all of these things and there’s no limit to what you can add to your brand as it grows with your business.
The vast majority of leading businesses maintain a document called ‘brand guidelines’ which typically sets out the ‘rules’ around the use of their logo, fonts and colours. The contents of your brand guidelines is completely up to you: some businesses might include guidance on how to create branded adverts while others may include more abstract topics such as tone of voice. Should you wish to invest in brand guidelines, we are able to provide this as an add-on service. The document can be useful for introducing your staff to the new visuals and principles of your brand but it’s also a guide for third-parties (printers, advertisers etc) on how to use your brand assets (the logos, icons, colours etc). Brand guidelines uphold the professional standards of your new brand and can save you significant amounts of time in doing so.
