Is Company Branding Important to Logo Design?

Logo Design & Company Branding are not the same.  Logos are shapes that businesses use to identify their company.  Obvious examples here in Australia are those associated with the big four banks.

But what is branding exactly? While a logo is instantly recognisable, the branding represents how a business is presented and perceived by their customers.

An example of an Australian logo that is recognised throughout the world is the Kangaroo associated with Qantas.  It’s instantly associated with Australia and flying.  Whilst the Qantas logo has evolved over many years, the Kangaroo shape or icon has been the one consistent element.

However there is more to Qantas’ branding that the Kangaroo.  It’s branding is made up of a host of different elements that come together in TV commercials, Sporting Sponships, Print Ads, Websites,  Airport Counters, In house Products, Commercial Building.  Everywhere Qantas goes the brand ensures that the way it is perceived by customers is consistent.

It’s for this reason that when customers ask us for a new logo, we sit down with them and look at every aspect of their business and supplier so we understand what they want to achieve with a new logo and how that logo will fit into every other piece of marketing collateral.  Our goal is to create a logo that will not only help the customer identify the business, but also associate the business with the products, services and expectations of that industry.

This extended design & conceptual process can sometimes confuse our clients, who see the logo as a separate element.  In their mind it is something for a business card or the side of a car.  They fail to see that the logo on it’s own will not create enough emotion to cause customers to buy.

Generally the client will request a new logo,  look at some concepts and fall in love with the one they think tells customers what the business does and that they do it well.  An example might be a meat pie supplier selecting a stylised icon of a meat pie on a fancy plate or a surf board manufacturer showing a surfer on a wave.

But happens if the customer see the new logo concepts has no immediate connection and are not engaged by any.
They are might to assume that the logos are no good.  

Logos are a trigger. 
They help customers engage with a brand.  The logo might cause them to associate a product with a happy memory, in the instance of a meat pie, it might be a day at the football with family & friends.

That logo might be on product packaging or a billboard at a time the client is hungry, this triggers to memory of the event, which in turn conjures an emotion that recalls the quality of the meat pie and how they felt on one occasion they had it and it is this emotion that most often causes them to make the decision to buy.

Identifying with the logo might have started the process, but it may only have initiated a sequence of reactions and subliminal memories that the over brand reflects.  It was the brand association that caused the sale.  The client didn’t see the logo and decide to buy.  The client saw the logo, associated the product with an experience that is wrapped up with the brand and made the decision to buy.

Often when clients ask designers to design a new logo they expect to have an instance reaction to one of them.   There is a real possibility that each of the logo concepts they saw might have been a good fit for the business, but because the owner didn’t feel the connection, they assume the logo are no good.

For start up businesses this can be a real challenge.  The owners are often unaware that you can’t create strong emotional attachments to logos that have very no branding around them.  Where are the triggers for them.  They didn’t buy a pie at the footy, they haven’t seen the packaging on displays in shops. 

That is why we spend time with clients helping them to understand the importance of branding.    We walk them through the process of deciding the most appropriate fonts, colour templates, logo usage etc…  We develop a complete style guide that articulates how the logo should be used and how messages should be presented.

Our goal is to create an identifiable logo that supports a completely branded user or customer experience.   Eements of the branding experience might include  website, stationary, product packaging, store frontage, uniforms etc…

This design process is far more time consuming.  It requires a buy-in from the client.  The client needs to see the value in the design journey and be prepared to be engaged in the process.  With this process comes more time, expertise, experience on our behalf and more value to the customer at their end.

After talking to our customers about our design approach we ask are often told that they simply want a logo.  When we get to this point we respectfully suggest to the client that they consider an online service such as Fiverr who will create $5 logos.  If you buy 100 logos at a cost of $500 you may find one that “will do”.
However by themselves, these logos are little more than pretty pictures that take up space next to a phone number.

If you are the customer that values the expansive branding approach that will contribute to the success of your business, then I encourage you to call us TODAY…   Don’t wait.  If you read this far you’re interested enough and ready to make the step.



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