To create an effective brand for a company, there is a long process that includes extensive research and design. The brand should truly express the purpose of your service or product and how it influences the consumer. Assuming you already have a name, you can start working on synthesizing the values, culture, mission of your company on that logomark. If you have yet to name your company, you can always enlist the services of a marketing firm or an outfit that specializes in such endeavors such as NameStormers. The logo is one of the main aspects of the branding process but should not be the only defining factor of the brand.
We asked the Fahrenheit Marketing designers about the meaning of a logo in terms of its relationship with the brand and they gave us some insight that is sure to enhance any company’s branding philosophy.
One of our top designers Rubens Castro told us,
“A brand is way more than just a logo. It is the whole experience that your customer will have with your company. It involves more than just a nice symbol and typography. Good branding should embrace each and every way someone will interact with your brand, thus enhancing one’s life.”
When you think of it that way, branding becomes a way of life for your consumers, and the image you are bringing to the table must reflect their ultimate purpose for choosing your brand over competitors. Designing a brand requires extensive research and requires you to understand the emotional appeal it may have with a consumer, including the smallest aspects such as choosing a color scheme based on how different types of colors could make a consumer feel. For example, you should use warm colors like red, orange and yellow to reflect passion or enthusiasm. Cool colors create a calm or professional feeling for the company. The psychology of color is fascinating in the designer’s and marketer’s world.
A logo must include the colors chosen for branding purposes in order to create consistency which helps consumers recognize your brand quicker than your competition. Your logo design must also clearly attract your target audience and make them want to look further into who you are. As another one of our elite in-house designers Kayla Zeman explained,
“The logo introduces who you are and what you do, and it’s the “face” your audience will recognize later on.”
Consider your logo as an open door to the rest of your brand and the first impression consumers will have of your company. It should be simple yet informative of what services or products you offer. Try to find a symbol that embodies your industry to let the consumer know immediately what your purpose of business is. For example, Kayla chose an apple symbol for our We are Teachers logo design. Her process began with listing things that immediately came to mind when thinking about “teachers.” An apple seemed like a good fit since it is a widely recognizable and memorable icon that has a close correlation with the teaching industry.
The logo is a pivotal point in solidifying your brand to the public, yet doesn’t define the brand as a whole. At Fahrenheit Marketing, we know that branding your company on your own can be an overwhelming process. That’s where we come in. Come consult with our designers about what your branding says to consumers and they will work with you to enhance your image by helping you define your brand through expert design techniques. Contact Fahrenheit Marketing today and see what we can do for you!