Combination mark - Combination marks include both a pictorial representation of the brand plus the company name.Brandmark - A brandmark is a pictorial representation of the company, such as the Apple logo.Wordmark - Wordmark logos include only text, generally the company name.Lettermark - Lettermark logos are made up of an abbreviation of the company name, such as BBC or UFC.Decide what type of logo design you want to create: Who are your competitors? What are their strengths? What are your advantages?Ĭonsidering that a brand’s logo design appears on virtually everything they do, it’s worth spending time and effort to create one that accurately reflects the brand’s values.What functional and emotional benefits do you offer your customers?.Describe your company in 5 single adjectives.What is the biggest challenge you face as a company?.Where do you see yourself and your company in 1, 5, 20 years?.Describe your company from a 30k foot view.If you're designing for a client, freelance designer Katie Cooper recommends you ask your clients these brand discovery questions to better understand their brand goals and personality: From there, you can see what key themes emerge to form your brand image. Defining that personality can be done in a few ways, but one of the most effective is to simply ask key stakeholders to list words they associate with your brand. Your brand identity should also reflect your company’s personality. Outline these goals before moving forward so that you can consider them as your brand identity is solidified. Virtually every business has a key goal around earning revenue (even non-profits need to do this), but beyond that, what else does your brand want to achieve? Is it about changing the world? Becoming an industry leader? Having the best customer experience? Your brand identity should work to support your business’s overall goals. These two factors should determine an overall direction for your identity, and give you a jumping-off point. When creating a new brand identity design, it’s vital to consider your business’s goals and your brand’s personality.
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