- At this point, you've identified
a list of attributes for your brand.
You've eliminated any of the generic ones
that everyone uses, such as quality or on time
and you've determined what name
is best as an identifier.
In theory, if this isn't your actual name,
you've chosen something that
links to the brand message, such as,
Very Nice, a company devoted to design for good.
Now it's time to design the visual assets.
I know some designers who swear
that a logo of an icon is the best choice
for a design firm or individual designer.
I'd like to say, "I agree," but I can't.
Typically, these end up being tortured monograms.
If you look at the best firms and most
well-known designers, they typically have logos
that are simple word marks.
Like any company that you design a logo for,
you want to build in longevity
and the ability to change course.
A neutral, but distinctive word mark
is a good way to do that.
Anything too tricky will date quickly.
I also want my work to be the star,
not a logo that is a rooster with a bow tie.
Do a typographic study.
Remember, typography is pictures of words.
So, what typeface is closest to your attributes?
Your reason can be as simple as a feeling.
It's your company and brand.
You know intuitively what feels right.
Next, do a color study on the one you choose.
Refine the letter forms and make sure
the kerning is flawless.
Remember, you're not IBM, you're a designer
and the logo can be more flexible.
Perhaps you use several color variations
or a few typefaces with one color.
It's okay to be playful, as long as you aren't
veering from the brand attributes.
Once the mark is set, build your visual system
with a color palette, typographic system and simple rules.
The contents may change on a website or
promotional print piece, but the brand
visual language should be consistent.
The hardest part of this is walking that fine line
between the lively and compelling
or dull and expected.
As long as you keep referring back to your attributes
and making sure you're on point,
give yourself the freedom to have fun.
Design is a serious profession
and branding is a critical and detailed practice,
but you're not branding a funeral home
or lending institution.