Branding
Branding Identity or Logo Design First?
Branding Identity or Logo Design First?
When starting a new business, the eagerness to get going can mean that you quickly decide on a name, come up with a fairly simplistic logo, and start advertising! We live in such an instantaneous society these days, so add to this a couple of social media profiles and you may believe that this is all that is required to build a successful branding identity.
Of course, there are some who do, the overnight successes who become millionaires in the blink of an eye, “that could be me!”. If you are thinking of starting a new business venture, with the hope that you too will be one of the lucky ones you may end up costing yourself more money than you generate.
In the beginning
Deciding you are going to start your own business is a life-changing decision and ideally, you should adopt a long-term stance to ensure you have the strongest possible foundation to build on. Everyone who chooses to go start their own business has a mindset in wanting to achieve the optimal work/life balance, doing a job that they are passionate about plus the added benefits of choosing their own working hours, ‘being their own boss’, and ultimately, of course, wanting and striving to be successful. It’s a case of knowing what you want to achieve and setting SMART achievable goals that you work at, consistently. However, when you are first starting out it can be difficult to know where to start and which option is best for you in order to achieve your goals.
Fast out of the block
You could decide on your company name and from that design a fairly simplistic logo, enough to get you started and begin marketing your product or service. This strategy does have some positives as you can quickly gauge consumer interest, start trading, and hopefully see some return on what so far should be fairly little investment. Especially, if you are unsure as to how well your product or service will be received then this would mean there is less to lose from a financial perspective. Alternatively, should you do well get off to a good start then you will have more money coming back in to re-invest and propel your marketing further.
Slow & steady wins the race
This strategy appears like a win-win and eventually your business will hopefully progress to a stage where you can start expanding and you can even begin employing your own workforce. Despite your success, it is usually at this crucial moment where weaknesses in this strategy begin to appear. Initially, your branding was not a main concern as you strove to get your business up and running. However, when your business grows to such levels your branding becomes particularly important. You will want to continuously appeal to new consumers, whilst establishing loyalty from returning customers and for your brand persona and messaging to be viewed as genuine and authentic.
The importance of branding identity
Branding identity plays a fundamental role in your ever-growing pursuit to become recognisable, credible, and professional. Additionally, when you reach the stage where you are employing your own staff you will want your brand values to be clear and concise as they will become your very own business representatives.
Increasing success will determine the growing reproduction of your company’s visuals, including your logo, colouring, and chosen typeface. For these to look professional, of high-quality and recreated exactly will mean that you will need to establish everything with thorough brand guidelines.
Start as you mean to go on
Take some time to decide upon a fitting company name and invest in a high-quality logo. Even if you don’t initially go as far as to record all of this detail officially in brand guidelines etc, at least you will have a decent business plan for the future. A plan which will hopefully pave the way for a strong and meaningful brand identity that is not only distinguishable from your competitors but memorable for consumers and a wonderful representation of your success.
Brand identity to make you shine
If you would like our help to create your company logo and brand identity then we would be happy to help. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.
Choosing The Right Logo For Your Business
Different Types Of Logo
Choosing The Right Logo For Your Business
There are many different types of logo and it’s important to remember that a logo is not just an image that symbolises your company. It is your first impression, a point of recognition, and ultimately the foundation of your company branding.
Every company strives to make a strong first impression, be attention-grabbing and memorable. A logo that easily distinguishes you from your competition. A logo is just one building block in the journey of creating a reputable company brand but it is important to create the right logo for your company.
To make this step even more complex, there are also many different types of logo designs to choose from and the question is ‘where do you start?!’. Don’t worry, we are here to help and this blog explains each type of logo, how they differ, and key questions to help you determine which type will be the best for your company.
Logo Types & Styles Explained
Monogram logo
A monogram logo or lettermark as it is also known is a logo that utilises letters to create a design. The letters are usually the brand initials or first letter of a usually lengthy company name.
Although it is a simplistic design, it is a very effective way of streamlining any company brand that has a long or particularly difficult name. In this case, the font you choose to use becomes fundamentally important as you want your overall design to remain legible and on theme with what your company does.
Wordmark logo
Similar to a lettermark, a wordmark logo is font-based however it incorporates the entire business name rather than just letters or initials.
A distinctive company name combined with a strong font could be all you need to create a logo that not only creates a strong brand recognition but one that is also memorable to consumers.
Pictorial mark
A pictorial mark or a logo symbol, as it is also known, is a graphic based logo that represents a company and is instantly recognisable.
As the logo itself is simply an image that represents the company, choosing what that image is can be troublesome. You need to bear in mind that whatever it is, it will need to be something that can remain with your company its entire trading life.
This type of logo may not be beneficial if you foresee any future changes to your business model such as the products you produce or the services you offer. Although it may be advantageous if you anticipate future growth into other countries and your business name is not easily translatable.
Abstract mark
Similar to a pictorial mark is uses a single image to represent your business however this is achieved using an abstract geometric form.
This avoids the potential issue around using a pictorial logo as you can create something truly unique to represent your brand and should your business model evolve your logo will remain relevant.
Mascot logo
These types of logo include an illustrated character who becomes your very own company ambassador or spokesperson.
These logos are usually fun, colourful and a fantastic way of appealing to younger audiences or families. These logos are a great tool if you wish to encourage customer interaction through events or social media hence why many sporting teams adopt this approach. However, it’s worth noting that a highly detailed illustration may be difficult and expensive to re-create throughout your marketing material.
Combination mark
As the name suggests this combines a wordmark logo with a pictorial, abstract mark or mascot.
This can be a very effective way of representing your business as utilising an image and text will reinforce your brand and people will immediately be able to recognise your company. It can also offer versatility as in future you may be able to use just the image as your brand becomes more memorable.
Emblem logo
Emblem logos include a name or font inside an icon, usually a badge or crest.
These types of logo can be extremely striking making your brand very distinguishable and memorable to consumers. They can be highly detailed and this, like the mascot logo, can mean that elaborate designs are difficult to reproduce, particularly on certain marketing resources such as business cards and items of branded uniform or clothing.
Distinctive logo design that'll make you memorable
Get in touch with our dedicated and responsive design team at Accentuate, who are happy to assist you in creating a purposeful logo that represents the core meaning and value behind your business.
Logo Design Do's & Don'ts
Logo Design Do's And Don'ts
Some may think that when it comes to logo design it is simply a case of coming up with something that is aesthetically pleasing. However, this could not be further from reality if you wish for your design to be optimal. Your company logo is your first impression and a point of recognition for consumers. Such a crucial component needs to make a strong first impression, be attention-grabbing, memorable and one that also distinguishes you from your competition. To assist you with what can be the complex process of logo design we have come up with some simple do’s and don’t’s.
Logo Design Do’s
- Define and research your audience
You want your logo to appeal directly to your target audience and to achieve this you must first understand who they are and what would grab their attention. You can then use this information to give you some ideas to form your design upon. - Strive for something different
Your logo is a great way to distinguish yourself from your competitors and whilst it is important to know what others have designed, be careful that inspiration does not manifest in a similar looking design. - Decide which logo type you want. There are several different types of logo design that you could choose to utilise in your design. Why not take a look at our blog ‘different types of logo and choosing the right one for my business’ where we go through each one and explore their differences.
The Logo Design Process
- Sketch. The exploration phase is an important part of any design process. Sketch and experiment with different ideas, have fun with it and let your creative juices flow.
- Do your first designs in black and white. The right colour can really bring your logo to life, but it is initially helpful to know how it looks in black and white. Once you have a design try printing it in black and white to see what it looks like. If your design is too busy or difficult to read, then it is time to go back to the drawing board.
- Study colour psychology. There has been a vast amount of research done on the psychology of colours, how they make us feel and the different traits that are commonly associated with each one. Due to this, it is vital your choice of colour aligns with your company values and target audience. Why not take a look at our blog, ‘how to choose your brand colour palette’ where we discuss this topic in detail.
- Avoid unnecessary words. If your logo includes words make sure that they are not too long and distract from the overall design. Simplicity is key to ensuring your logo remains impactful and legible.
- Choose your font wisely. If your design includes typology you will need to decide on a font type you wish to use. Your choice should reflect how you want your target audience to view and relate to your company. Do you want to come across modern and bold or maybe create a handwritten font to come across more personal and unique?
- Play around with caps or lowercase. These may be small details, but they can make all the difference to your design. Something as simple as playing around with caps and lowercase could elevate your logo to a whole other level. You can also tie this into your chosen style of brand voice, for example, using uppercase within your logo to give a nod to your authoritative brand persona.
- Align all your elements. Ensure that every aspect of your logo (picture, mascot, company name, tagline) fits nicely together and is well balanced so that it is aesthetically pleasing and looks professional.
- Create variations and alternate logos. Once you have your final design it is useful to have some variations of it to give you some versatility. Your logo will be used in different places and on a number of platforms, for example, a letter header, your website, a business card, your social media profiles. Be sure to also re-create your logo design for mobile to maintain the same consistency and proportions.
- Get feedback. It is always good to get an impartial opinion and there is always value in gaining someone else’s perspective. Particularly if you have been embroiled in this creative process alone ensure you seek feedback from colleagues or those closest to you.
Logo Design Don’ts
- Use a logo generator or clip art. This might seem like a cheap and easy option rather than going through the painstaking design process yourself, especially if you do not feel you are a particularly creative person. However, your logo should represent your business and be unique to help distance your brand from others in the same market. Falling into the trap of using an online logo generator or clip art graphic will provide you with a generic, off-the-shelf logo. Not only portraying your company as uncaring and unauthentic but also unprofessional, not exactly the brand identity you are looking to achieve.
- Be too literal. Logo design is your perfect opportunity to develop something original and creative. Be clever with your design for example, the Nike Swoosh is a fluid checkmark shape that is meant to indicate movement and speed. The image also resembles a wing and gives a nod to the brand name, Nike, named after the Greek goddess of victory.
- Follow trends. Be careful not to associate your logo with a current trend. Trends constantly come and go, whereas you want to think longevity. The last thing you want is a logo that will no longer be relevant to your company within the next year or so.
- Add too much detail. The strongest brands have simplistic yet strong logos, usually focusing on one key feature. The more complicated your design, the greater the risk that it may lose impact and become less recognisable, not to mention more costly to replicate.
- Use numerous styles of font. A good rule of thumb is to keep the fonts to a maximum of two so as to avoid producing something that is incohesive or illegible.
- Use too many colours. Your choice of colour is fundamentally important, and its use can really help to make your logo stand out from the crowd. However, too many, particularly when your logo is displayed on a smaller platform such as mobile could make your logo difficult to interpret. When it comes to your logo design, it’s best to keep your logo design to two or three colours tops.
- Overcomplicate it. Ultimately when it comes to logo design more is less. You want your logo to make a great first impression and grab your target audience’s attention eventually over time becoming instantly recognisable and memorable. An intricate or artistic design might be tempting in the pursuit of looking impressive however it just will not deliver the same instantaneous visual impact.
Summary
Logo design is by no means a quick and easy task for any company to undergo, there are many factors to consider and this can become time-consuming as the process becomes a matter of trial and error. If you do not have the time, need some help with your design so far or are reluctant to undertake such a daunting task yourself then why not take a look at our logo design services here at Accentuate.
Brand identity to make you shine
Get in touch with our dedicated and responsive design team at Accentuate, we are happy to assist you in creating a brand that represents the core meaning and value behind your business.
How To Choose Your Brand Colour Palette
How To Choose Your Brand Colour Palette
Congratulations! You have decided to create your own company, whilst developing your product/service, differentiating yourself from your direct competition, coming up with a company name and dealing with all the admin and legalities that come with it. Choosing a brand colour palette may appear to be a simple and uncomplicated task, you just go with a colour you like, right?! Wrong. The psychology of colours and their influence on customers, particularly when it comes to marketing has been extensively researched.
The consensus is that that colours not only account for 93% of buyer focus when they are purchasing a product** but it also enhances brand recognition by 80%*.
Consumers notice colour before any clever slogans or taglines as they communicate with us on a personal and emotional level making them more effective at persuasion. Colours also evoke certain feelings and emotions as our brains subconsciously associate the two.
Taking some time to understand colour psychology rather than just picking your personal favourite can pave the way for clever marketing and increased sales.
3 Factors to consider for your brand colour palette
To assist you in choosing an appropriate colour for your business, you need to reflect on the following factors;
- Your products or service – You want to choose a colour that fits with what you are providing for example, brown would not necessarily be a good choice if you are trying to sell pre-prepared salads or nappies.
- The emotion you want your target market to have and associate with your product – For example, you would want to choose a relaxing colour for a brand marketing sleeping aids or bright and energetic colours for a pre-workout.
- Your brand personality – Think about how you want to communicate and connect with your customers? For example, do you want to come across as authoritative, friendly, professional or humorous and what colour would your chosen personality correlate with?
All of these three things may align in a base colour and maybe one or more supporting colours. Of course, a basic understanding of colour psychology and the differing traits that are commonly associated with each colour would also be helpful. Here we have each one along with some brand examples.
The Psychology behind colour
White
Symbolises clean, pure and safe. A colour that is rarely associated with negative feelings. However, the use of white denotes that you will require the use of at least one other colour in order for it to be properly visible.
Grey
Symbolises practicality & solidarity. It can be associated with old age and too much with feelings of nothingness and depression.
Black
Symbolises sleek, powerful, associated with authority, stability, and strength. Often a symbol of intelligence and frequently used in high-end or luxurious products. Too much can be overwhelming.
Red
Creates a sense of urgency and encourages appetite, hence why it is often used by retailers during sales and utilised by fast-food chains. It physically stimulates the body, raises blood pressure and heart rate and so is also associated with energy, excitement, and passion.
Yellow
Symbolises joy, hope, happiness and positivity. It is attention grabbing and also associated with wisdom and enlightenment.
Pink
Symbolises delicate, love, romance, femininity, sweetness.
Green
Often associated with health, tranquillity, freshness and nature. Is frequently used to promote environmental issues. Traditionally it is also associated with money, wealth, banking, ambition, greed and jealously.
Orange
Combines the energy of red and the happiness of yellow. Enthusiasm, creativity, determination, attraction and encouragement. Too much can come across as aggressive and trigger a sense of caution.
Purple
Soothing and calming. Is commonly associated with royalty, wisdom, and respect. It is frequently used to promote beauty and anti-aging products and target an older demographic.
Blue
Symbolises peace, water, promotes a sense of trust, reliability and security, stimulates productivity and frequently associated with masculinity.
Brown
Stimulates the appetite and feelings of wholesomeness, stability, and peace. Represents simplicity, friendliness, dependability, and health.
Multicoloured
Frequently used to demonstrate versatility, openness, and creativity with a sense of fun and playfulness.
Summary
When you consciously select the right colour to match the services or products on offer, one that simultaneously appeals to the correct target audience and aligns with your brand persona. You are harnessing the psychology of colour in your business, an enormously powerful tool that should form the basis of a successful marketing operation.
Brand identity to make you shine
We pride ourselves on providing an efficient and transparent service. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.
Do I Really Need Brand Guidelines?
Do I Really Need Brand Guidelines?
What are brand guidelines?
Your brand guidelines document all of your brand assets and how they should be re-created. Similar to an instruction manual, it can ensure that your branding is applied accurately and consistently, aiding your employees and particularly valuable to anyone outside of your organisation you may outsource your marketing to.
What is included?
Your brand mission statement – This will summarise your target audience, the product/service you are providing and how you differentiate from your direct competitors. This forms the foundation of which you have built your branding upon.
Colour palette – These are the colours included within your branding and more specifically their RGB, CMYK and HEX colour codes.
Logo design – How your logo should be displayed such as its placement, colours and size. You can alternatively include examples of how it should not be displayed by using different backgrounds and formats
Brand Imagery – Your chosen style of photography, how you would use stock imagery, along with any animations, graphics, icons or hand-drawn visuals.
Your brand voice – This is how you choose to communicate and ultimately connect with your consumers. Whether this be funny and friendly or take on a more professional, authoritative tone.
Typography – Any font that is encompassed within your logo and written communications, the chosen style, size, heading weights and any rules that apply such as the use of italic, underlining, highlighting, shadows etc
Copy Guidelines – An example can ensure that any copy written is on-brand and covers materials such as blogs, campaigns, social media posts, video scripts, packaging and any offline advertising.
I know all of this, why do I need to officially document it in ‘brand guidelines?’
Of course, all of these details will have been previously decided upon and worked to. This accompanied by the fact that creating brand guidelines can be an incredibly time-consuming task may leave you questioning whether it is really necessary. Here we explain several reasons as to why making this effort is worth it and how it can be beneficial to your brand.
Professionalism – Brand guidelines encompass your personality, clarifies exactly what your business stands for and helps set customer expectations. All of this helps to create a strong brand identity and with this comes a sense of professionalism. For example; if you were a funeral directors you would want to come across as professional and respectful. If you then outsourced some advertising such as a leaflet with no brand guidelines and consequently no guidance on your preferred style of brand voice this could be a recipe for disaster! In addition to this, having the reproduction of any of your branding assets officially documented shows how much importance and value you place on your business and visual branding which helps to support why consumers should expect a professional experience whenever they deal with you.
Consistency – Each time a potential customer receives some marketing material, sees your advertisements, visits your website they subconsciously form a perception of your company. If you present an inconsistent image of your company, the font, logo placement, colours differ slightly each time it is not going to look very good and instead come across as rather incompetent. As the saying goes, consistency is key and brand guidelines will help you to present and maintain a coherent image.
Aids brand recognition – By having set rules and restrictions when it comes to your company branding you can ensure you provide a consistent brand identity. Colour in particular can be extremely difficult to replicate exactly and as detailed in our ebook (Ebook link) brand colours improve recognition by 80%*. Brand guidelines ensure that every aspect of your image, not just colour, is exactly as you want it to be. This helps you brand in becoming recognisable and also communicates that your brand takes pride in the details.
They are useful for employees and outside suppliers – Brand guidelines can be very practical and distributed to employees, this helps in ensuring they fully understand the brand and can therefore represent it in the correct way. It can also help avoid confusion and provide new recruits with a point of reference rather than taking up the valuable time of others.
Outlines rules and sets standards – As discussed you brand guidelines not just include your logo design and colours, they also contain specific rules and standards. It contains details such as format variations, spacing and how to display imagery on differing backgrounds, helping to achieve clear attention to detail and precision.
Keeps focus – If you intend on future growth such as developing new products or extending your services, a brand can quickly become confused when it comes to its new packaging or marketing strategy. Having clear and concise brand guidelines to refer to means you have the tools to quickly and effectively maintain consistency. This will avoid you slowly losing your brand identity at a time of growth when ideally it will be at its strongest.
Value – You cannot put a price on the creation and development of your brand. As Steve Forbes once said, “your brand is the single most important investment you can make in your business”. Therefore, to have a set of guidelines specifically for your brand seems a bit of a no brainer, especially given all of the benefits detailed above. If you value your business and are wholly committed to your brand, then brand guidelines are truly invaluable
Brand identity to make you shine
Get in touch with our dedicated and responsive design team at Accentuate, who are happy to assist you in creating a brand that represents the core meaning and value behind your business.