We prefer to build brand visual identities. Don’t get me wrong, a logo is important, it’s a key element of a brand identity, but on its own it’s not enough to carry a brand. A successful logo is only one piece (not the whole) of the puzzle, other pieces of the brand identity are needed to create a lasting, effective brand.
I believe, to create a successful brand identity, a holistic approach is needed. It is a process. It requires a deep understanding of the brand’s personality, attributes, goals, and values. These impalpable ideals are then brought to life through tangible elements like the logo, colour palettes, photography and imagery, illustrations, textures and patterns, typography, messaging et cetera et cetera.
When we have that first meeting with a client, it’s not to simply get a brief. We want to understand the motivation behind the brand, the aspirations, the people that live it, because in order to create the best we can, we have to feel part of your brand. It’s not just a logo to us – that logo is representative of your goals, aspirations and the imprint that you leave on your customers.
By taking this approach, you reap many positive benefits. You build a cohesive and engaging identity, that’s backed by a clear vision and strategy, that speaks to your target audience. A well-executed brand identity also has the potential to create a positive energy within your organisation. It can help to motivate employees and create a strong sense of purpose and direction.
At the end of the day, my opinion: a logo on its own is not enough to build a successful brand. That’s why I’d rather focus on building brand visual identities, rather than just designing logos.