Does your logo represent your brand well?

There is a wide variety of companies out there which cater to an even wider consumer base in the world; there is literally a market for every single age group. So narrowing down your target market in order for your brand to communicate effectively is essential. And this is where the Graphic Designer comes in, my goal is to consider a company’s values, target market and what it is trying to communicate and try to encapsulate all that in a symbol. This symbol is commonly referred to in the business world as a logo and takes time to culminate, and when done properly it will resonate with the client’s consumers.

A logo is a graphic mark or emblem used most commonly by businesses, organisations and even individuals to gain public recognition. Their origin can even be traced back to religious symbols, such as the Christian cross, which were used to express the moral values of a society and its teachings. They are also most effective when they appeal to intellect and emotions. Symbols are also known to suggest an image, idea, belief or action. Joseph Campbell suggests that “A symbol is an energy evoking and directing agent”. So in essence when a logo is created it has to be created with the intention of taking on a life of its own. Why you may ask? Well simply because it’s going to exist in the real world and its going to require that you extend it into your corporate identity.

Some of the most successful companies and organisations in the world are in their position because of a solid logo which extends into their corporate identity and products/services e.g. Coca Cola, Samsung, Google, LG, Lego, BMW, Walmart, Pepsi etc. The colours, line weight, and shapes each one of them used is specific to their markets and the extensions they have. The simplest of brands can require the longest time to perfect. I think that quite a lot can be learnt from well branded companies.

Reference:

http://en.wikipedia.org/wiki/Logo

http://en.wikipedia.org/wiki/Symbol

http://en.wikipedia.org/wiki/Corporate_identity

http://www.famouslogos.net/images/famous-logos.jpg

Branding 101

When a company succeeds in the working environment it is most likely because it has been well branded. Branding can be defined as "as a name, logo, slogan and/or design scheme associated with a product or service" and brand management is "the application of marketing techniques to a specific product" (Wikipedia).

Companies like Coca Cola are a quintessential example of good branding. Cola Cola is arguably the most recognizable brand in the world as it appeals to the young and old. The company has even been honored with the Cannes Creative Marketer of the Year Award for 2013.

With successful branding a company gets prospective customers to see it providing the only solution to their problem e.g. when you are thirsty and within close proximity to a shop you automatically think about buying Coca Cola. the company has embedded itself in the consumers minds as a thirst quencher.

When you brand a product you are also giving it a personality, which is like assigning human characteristics to it e.g. loving, caring, exciting etc. This makes a product easily receivables to consumers. The design aspect   is also important as it forms the foundation and makes the product distinct from its competitors. The main types of brand personalities are as follows.

1. Excitement
2. Sincerity
3. Ruggedness
4. Competence
5. Sophistication

Coca Cola fits into the excitement category as it presents itself as young, carefree and spirited. I used Coca Cola to explain the key elements of branding as i understand them because just about everyone has come across their beverages and is familiar with their marketing.