LOGO DESIGN
The Face Of Your Brand
Your Company at a Glance
The best logos will instantly generate a list of characteristics inside a viewer’s mind in less than two seconds. They evoke not just a set of expectations, but also emotions and experiences that all tie together to shape a customer’s perception of a brand. Your logo should be instantly identifiable and should give an idea of what your company does to anybody unfamiliar with your brand.
a LOGO that fits all formats
We spend a lot of time researching a company before we begin generating ideas for a logo. We also get familiar with your customer base and what components make logos successful in your target demographics. It’s important to discern in what way the logo will be used most prominently—whether that’s through signage on a visible storefront, an icon for an app, or printed on a tangible product.
Most logos are used in multiple formats and it takes experience to learn what will translate best to neon or LED, phone screens, screen printing or even embroidery. It’s crucial to choose something that can work in a limited color format or just black and white, so that you don’t get locked into expensive printing costs indefinitely.
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Lettermark/letterform/monogram
Usually initials or a single letter. Examples include McDonalds, CNN, and GE.
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Wordmark/logotype
Using your company name as the logo. Examples include Google, FedEx and VISA.
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Pictorial mark/brand mark/logo symbol
An icon that is emblematic of your company. Examples include Apple, Target and Twitter. This can include mascots like the Buc-ee’s beaver or Starbucks siren. Pictorial logos can also utilize abstract designs that use color, form and composition to evoke certain emotions in the customer and closely tie in with the business’ brand identity. Examples of abstract pictorial logos include Chase, Pepsi and Nike.
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Emblem
resembling a badge, seal or crest, emblem logos usually combine words and pictures inside a specific shape. Examples include the NFL, Harley Davidson, and Alfa Romeo.
Making a decision
Deciding which type of logo is right for your business can be overwhelming, especially because the emotional impact of the logo is the most important part. This is something difficult to come up with out of the blue, but “you know it when you see it”. We like to start with a lot of options that check off logistical boxes, but then present them to the business owner and major stakeholders to get their gut reactions that help steer the direction of a second round of options. Design options are literally limitless so it’s important to have a trained graphic design artist involved that is versed in the nuances of classic, bold, retro, modern, quirky and handmade styles, familiar with color theory, and good with fonts.
At Brother3, we realize consistency is the most fundamental concept of branding, and that’s why we pair logo design with graphic design to ensure every customer touchpoint reinforces your brand identity in your customers’ minds. We deliver a comprehensive brand guide that includes a logo suite with multiple variations for print and digital applications, font system, color palette, layout and type standards, a curated icon library, brand guidelines checklist for use with vendors and other agencies, and much more. Furthermore, we provide guidance in using these assets in a strategic way that will build over time to help shape a recognizable brand identity your customers will choose over and over again.