Published On: July 1, 2008
In my last post, I simply described the act of logo creation. While logos are totally sweet and an important part of any business/organization, branding is the more general term that encompasses the logo, tagline/slogan and overall design scheme. But branding isn’t just the way you deliver the logo. It’s a way to more thoroughly express the company’s personality.
Lets take this developer that approached us (from my last post) as an example. After I had designed the logo and everybody was happy, I started placing it onto the printed pieces I was designing. I was having trouble. I thought I was a terrible designer. I could not use that logo in any way that looked good on anything…not even the website. Eventually, it hit me. I just didn’t have a system of delivery for this logo! I didn’t have a brand established yet! I’m not a worthless designer! I shouldn’t have sold my laptop!
I realized that I should have approached the logo design with the idea that each element I design should carry this brand (or personality) forward, not just relying on the logo to do it for me. The kind of paper we use, the way we present content in printed and digital formats, even the location of the logo on all material matters. All of these specifics help to push the brand forward. They also make my job a lot easier. If I have to create a new ad for a publication, I already know the basic layout and design!
Next post I’ll dive a little more deeply into print design (and probably more branding stuff)…