At the start of every project we ask if the client has a set of brand guidelines as this is the source that sets the scene for your brand identity. A brand guidelines document shares with the designer the font, colour palettes, type of imagery and even the tone of voice to continue the brand identity.
So why is branding so important?
It's a common obstacle that we face when designing, many clients that have had a 'logo designed' presume they have ticked all the boxes and have a complete brand in place, even though branding and logo design sit side by side they are very different.
In this blog I will share with you the difference between logo designs and branding.
Logo Design Explained:
A logo design is the process of designing a logo. It's the graphic element that symbolises the identity of the company, product or organisation. A logo design is usually the combination of typography, graphic symbols and colours that represent the brand. This is then used in advertising, social platforms etc so that the brand is easily recognisable against other competitors.
This is part of the visual identity of a brand. (The element that we as consumers instantly recognise).
A brand is the idea or image people have in their mind when thinking about products, services and activities. The brand is established by creating an emotional connection and message with their customers, while a logo is just the symbol that represents that.
Think about the logo Coca Cola, the iconic red and white colours and typography is what we now instantly recognise Coca Cola for. However the soft drink giant used the red and white colour scheme to symbolise passion, youth, energy, love, pureness and class.
We see this message come through in their advertising, for example the iconic Christmas advert sends us the message of love and pureness, a sense of togetherness. How? The advert is now a familiar sight. The choice of music, Father Christmas and snowy scenes are all relatable in someway to the customer, that the brand has communicated with through its hidden message/meaning.
An entire thought process and strategy is behind this. We only recognise this brand because of its iconic logo.
Although a logo is only one of the elements of branding, it will most likely appear on the majority of touch points with customers. You would see their logo on things such as the website, brochures, stationery, product, packaging, ads, uniforms, stores, and so on. A logo can therefore be considered as one of the main graphic elements that allow people to quickly identify an organisation, its products, and services. And quite often, it will be the first thing people will use to identify you.
Here at design in the shires when a client comes to us for a logo design, we always recommend opting in for the brand guidelines document that we offer for a clearer understanding of their brand as opposed to just a simple logo design.
We offer two types of brand guidelines;
Option 1 - A simple one page document that showcases your main logo, colour palette, fonts and imagery. This has all the basic elements which can help you use your brand across other marketing materials.
Option 2- This is a bigger and more detailed document, we go into detail on how to use your logo, fonts, colours and the use of chosen imagery. We set the scene for your businesses tone of voice, the use of other graphic elements such as icons and can even include a section on how your social platforms can look and feel.
A clear conclusion:
A logo used on its own, is a graphic element that represents the brand. While a brand is a combination of all aspects that represent the company. Without the brand, the logo wouldn't have a real meaning or message behind it, instead it would just appear as a simple graphic element used for the company.
After-all you wouldn't go get a tattoo just for the hell of it, it means more to you and the people you show it too if it has a story/meaning behind it.
If you are looking for a new logo design or to revamp your existing, we can help you! We have a team of designers and marketing strategists that can help with your branding strategy and create a well designed logo too.
Please feel free to contact us if you have any more questions firstname.lastname@example.org