Branding has different meanings to different kinds of people. For example, visual experts look at branding in a more visual form, such as logo design; while strategic experts look at branding in a more analytically way, such as the personality of the brand. Visual experts will have a thorough understanding of what the brand logo stands for, such as color, design or shape elected for the logo. Strategic experts will have a thorough understanding of the brand’s personality, such as descriptive words or company goals and structure aligned with the brand’s personality. Although one perspective is not necessarily better than the other, in this blog post we have chosen to discuss the visual form of branding. Listed below are three topics any brand specialist should be able to discuss when speaking about a newly designed logo:
Personal preference should not dictate the color of any logo. The color of a logo should rather identify with the type of industry you are in and target audience. For example, a standard blue may mean security and health care, other hues of blue have different connotations. Make sure your brand specialist can tell you why certain colors were chosen for the logo design.
Your industry or what you trying to convey can impact the shape and arrangement of your logo. For example, Softway’s upcoming logo conveys sharp geometric angles to resemble a high tech firm; and our logo is a made up of many shapes to convey our diverse range of services. To test the knowledge of your brand specialist, ask for the meaning of different shapes and how he or she elected to arrange the logo.
Energy in the logo means how busy or simple the logo is. For example, if your audience is seniors then your logo should be simple. If your audience is children then a busy logo would be more suitable.
These are just three things to consider when choosing a logo. Remember, the logo you choose today will follow you for many years and will convey a certain message to your audience. Thus, make sure your brand specialist designs a logo suitable for your business rather than your preference. To understand more about logo design contact Softway Solutions at www.softwaysolutions.com or 281.914.4381.