Posted: December 17, 2010
Branding is more than just designing a graphic mark (logo). A brand is an idea; a container representing corporate culture and your organizations identity. A good brand will represent your product or service specifically targeting your market demographic and it should also be a point of reference for the employees to relate to, within your organization. It needs to be easy to spell and say, easy to share and comprehend. It all starts with a strong ‘word-mark’ or set of words, usually with two syllables, that will be used to identify your company. Then, typically comes typography and a set of fonts are selected or designed to closely align with your ideals. Then comes the graphic elements that are put together to form logos, company messaging, standard stationary, operational templates, website messages, email signatures, social media standards and on and on. I work by connecting the dots and forming all the right words, fonts, graphics, swatches and all other communications design elements to put together functional branding. Each step of the process, from establishing name to a full set of branded materials, has a set of steps that I have developed over the last decade, that help make it easier to work though the exciting process of brand building.