Logo Design, Identity & Brand Language

Custom Logo Design

What should a good logo accomplish? First, it helps you get noticed and become memorable. Next, it works with your tagline to define your niche market and/or your competitive edge.

There are various types of logos your company may need. Variants like having custom illustrated artwork or “logo marks” take a lot more time than a text logo, see below:  

  • Text Logos – Choose from numerous font options and then work with us to customize the fonts with special graphic effects such as textures, gradients, weights, and shadows. Examples of effective text logos include FedEx, Deloitte, Repair.com, and Oracle. Text logos average around 7-10 hours to create.
  • Logo Modifications – Sometimes an outdated logo just needs a few tweaks and minor updates to bring it back to life. Initially, we allocate 10-15 hours to enhance your existing logo based on a thorough review of your brand identity. We will also make sure we maintain your brand image, so as not to confuse your customer base.
  • Logo Design with Custom Artwork To create an effective illustrated logo for your company, we begin with our discovery processin order to learn about your business’s identity. Once we have gone through this process, we will suggest a visual direction for your logo and then mock-up several logo concepts for you to peruse. We usually budget 20-30 hours, allowing us to deliver exceptional logos created with a plan and purpose.
  • Brand Heroes – A new trend that’s been around forever. Formally called company mascots, these creative and fun brand heroes separate you from your competition and create a memorable business image.

Corporate Identity

Once you have a solid logo it’s time to put together your full digital identity. Part of this is your normal business stationery consisting of business cards, envelopes, letterhead, memos, thank you cards, etc.

Brand & Graphic Standards Guide

Every brand needs a graphical standards guide to ensure consistency across media and assets. This ensures that your company’s image and personality are always on point and identifiable to your audience. We begin with the below deliverables, which may vary based on project needs and the particulars of your organization.

  • Delineating a brand and logo color palette, for web and print, broken into RGB, CMYK, Hex and Pantone equivalents as needed
  • Variating the logo for application on white and colored backgrounds, and in greyscale, and any approved derivations
  • Listing web and print typography styles, fonts, relative weights, margins, kerning, and leading
  • Defining header, bullet, numbered list, link, and quote styles

Brand Language - Make a Statement.

Who are you as a company? What do you stand for and what drives you forward? These questions and more are typically answered by a set of language standards that tell the story of your brand. Together, they form your organizational ethos and goals – your brand’s DNA, if you will. Things like:

1. Naming

Would a rose by any other name smell as sweet? Yes, but a company with a poor brand name can have a very serious uphill climb when attracting customers. Your name should be undeniably you and not confused with any other company. Is there anybody with a similar name in your industry? Is an appropriate URL available for your use? Are you able to secure relevant and consistent social handles? These factors and more influence a good brand name, but there’s more to it than that. 

Often, your brand name is the first touchpoint a potential customer will have with you. If your name does not convey the authority, interest or memorability that you need to convert, your customers will likely move on. ImageWorks helps you select and establish your brand name. Defining your name is the first step of any branding effort. 

2. Tag lines

A tagline complements your brand name and gives a customer some clue as to why they should trust you as a business or what makes your company unique. A successful name and tagline balance each other out. For example, you might have a very straightforward, descriptive name, such as Smith, Jones, Johnson Law Firm. Great! We know you’re a law firm with three partners. But what makes you different from any other law firm? A company like this one needs a creative tagline that defines what makes it unique.

On the other hand, your company name might be so abstract that it provides no clue as to what you do. Let’s say, for example, that your company’s name is Quest Solutions. You likely need a tagline that clearly describes what type of solutions you offer.

3. Vision statements

A vision statement clearly identifies itself, but it’s tricky to write a very good one. A good vision statement covers: who you are, what unique edge you may bring to the market, your qualifications, and how you fit into the real world. Hiring ImageWorks will allow you to craft a meaningful vision statement from a fresh perspective that propels you down the road ahead.

4. Mission statements

A good mission statement focuses on your organization’s purpose. It is also focused on the core beliefs of the organization and the services provided. The focus of your mission should be about the why, not the what. Here is a great video explaining why most mission statements are “terrible.”

PS: If your mission includes the word solution, we need to craft you a new one! 

5. Core values

If your organization stands for nothing, your customers will not fall in line. Creating a set of core values helps convey what makes you as a business unique, and why you should be chosen instead of your competitors. If you choose to shop at one store over another because they give back to the community or donate to schools, you have some idea of why core values can be sop critical to an organization's success. 

We can help you identify and optimize your core values that align with your vison and mission statements. These seem simple, but with a creative think-tank at your disposal you may be surprised at how seemingly ambiguous values can excite and inspire. 

The size and nature of an organization affect the extent, depth and complexity of the brand’s DNA, but regardless of whether you are just launching or celebrating 50 years in business, the elements above create a common sense of purpose and keep employees focused on the road ahead.

Why The Message Matters

When internal communications align with external expression, the brand synergy is infectious. Think of your organization like a bee hive. You want each and every employee humming to the same tune, then flying out and telling the world. Clearly defined language helps to manage consistency and integrity across an organization – inspiring, educating and defining a brand to its core audiences.

ImageWorks helps you put the excitement you have for your company into words. By telling this brand story clearly and intelligently, you will be better equipped to show customers just how unique and trustworthy you really are.

Ready to get started? Sound brand DNA is the first building block to growth. Let us know how we can help!

Caution: Watch out for “logo sweat shops” and cheap contests!

Mass-produced online logo design companies simply cannot produce the same high quality results that you’ll find at ImageWorks. With these “logo sweat shops,” you can expect limited contact, restricted results, automated “support,” outsourced designers, and hidden fees. You will play art director, brand strategist, designer, marketer, and the customer all in one.  In the end, these companies will take your money and leave you disappointed. If you are serious about your company, a cheap logo won’t help your brand image.

Let’s build a great foundation for your brand! Here’s where you can get started!


See Also: Why Our Logo Needed to Evolve, Brand Evolution & Marketing Plans, and Business Stationery Design.

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