Your Logo is the Face of Your Brand
Branding is one of the most important aspects of any successful business—and the very first step in an effective marketing strategy. Your brand is communicated visually through your logo, which instantly identifies your company and tells your customers what you stand for. As David Airey, author of the book Love Design Love, puts it: “A logoless company is a faceless man.” Professional graphic designers like those at Image Makers Advertising face the fun (but challenging) task of incorporating all your key branding messages into one single memorable graphic—your logo.
First impressions count
On the whole, our brains like things that are easy to process and relate to, so it’s important that a logo is simple, memorable, distinguishable, and timeless. The best logos should also be versatile enough to use across all marketing materials, from a client’s business cards to its billboards.
Our designers dig deep
Logo design starts with understanding the brand and the business the logo will be promoting. Our graphic designers follow an involved design process, beginning with direction from a creative and/or client lead who directly works with the client and has intel on the business and marketing strategy. To get to the essence of a client’s business and tell its story through design, the creative and account team will work with a client to gather as much information as possible by asking questions like:
- How would you describe your business or brand in one word?
- What does your logo need to say about your business?
- What’s the positioning or mission statement of your company?
- Who are your main competitors and how do you differ from them?
- What are the demographics of your targeted customer base, including age?
- What feeling, idea, or philosophy do you want your logo to convey?
- What types or styles of logos appeal to you and why?
- If you have a current logo, why are you changing it?
- Is there a tagline that should be included?
- Why does your company use the colors or fonts that it does?
- What images, icons, or symbols might represent your business?
Taking the time to do it right
A powerful, effective logo is more than images and words, and it takes time to do it right. Our designers continue the process by performing market research on the company and its competitors. Next, they may research trends in the industry, brainstorm, sketch out dozens of concepts, share their designs with the creative team for feedback, recreate the best designs on the computer, and tweak the logos to make sure they accurately represent the client’s wishes and maintain the brand’s integrity. At this point, they may step away from the process for a day or two. This gives designers a chance to come back and reevaluate their work from a fresh perspective. Finally, the most effective logos will be chosen to present to the client. Once the client has chosen a logo, we recommend that it be used across all media and marketing channels where there’s an opportunity to display art or a graphic—print, website, digital ads, billboards, social media sites, stationery, even employee uniforms—to drive home brand identity.
The collaborative process of logo design takes time and covers many different phases. The investment pays off for the client with a valuable asset for their company’s marketing—a logo that works. When your brand image is everything, everything begins with your logo.