You may be satisfied with your company’s visual branding but uncertain about its true effectiveness, or perhaps you’re considering an investment in your visual identity. In either case, understanding whether your branding is making a meaningful impact on your business is crucial.

Your brand is more than just the logo, it’s the accumulation of all the elements of your business from customer service, or the interior design of your premises right through to the website and even your tone of voice when communicating with your audience. All these elements combine to differentiate you from others in the market. Getting the brand right can lead to real tangible benefits to your business. It’s not something that should be forced. If your brand aligns with who you are as a business and the values you hold, then it should all flow naturally. A good brand should remain consistent and relate to your audience on a meaningful level.

Stylescapes can be extremely useful during the design process. They ensure that client and designer are on the same page with regards to what the end result should be by filtering ideas. They are great for clarification too. One persons idea of sophisticated or modern could be very different to somebody else’s. This stage of the process allows both parties to narrow the focus with a visual aid rather than just those generic terms. By spending the time adding this extra step at the beginning of a branding project, it saves time, revisions and disparity of expectations further along the line.

How do you define and target the right customers? Getting your target audience right and appealing to them through your brand is key. Logo design is only one part of your brand, and the whole package needs to align with the wants and needs of your target audience in order to grow a customer base in an effective way. Try to appeal to everybody, and you’ll end up attracting nobody.

What makes a good logo? Logo design is more than just making a visually appealing mark. A logo needs to be simple, memorable, clear and appeal to the right target audience. A logo can’t just be fashionable either, it needs to be timeless.

How do we reach the end goal when designing brands and logos? The end product can look simple and easy, in fact, it should. But reaching that conclusion does involve more work than you might think. This is our logo design process and what works for us when branding companies.