How to Create a Productive Workspace Trends and Tips.pdf
The Brand Identity and Logo Process
1.
2. 2Brand vs. Logo vs. Identity
Brand vs. Logo Vs. Identity
BRAND:
The perceived emotional
corporate image as a whole.
LOGO:
Identifies a business in
its simplest form via the
use of a mark or icon.
IDENTITY:
The visual aspects that form
part of the overall brand.
3. 3What is branding?
Branding is a desired perception.
It defines who you are and what
you stand for -visually.
Brand Identity Defined
12. Bad design can be as memorable as
good design. Brands have to decide
how they want to be remembered.
- Ken Peters (owner of Nocturnal Graphic Design Studio)
“
“
13. 13
Creating a Brand Identity Unique to Your Business
1. Research - Audience, Competitors, Successful Similar Businesses,
Color Theory, Word Mapping, Choosing the right
font that relates to your businesses personality
2. Logo Concept Development
3. Which concept best represents the business mission?
4. Refining of Final Logotype
5. Creating a Brand Identity Guide
stephanie
audette
14. 14
Example Brand - The Lake House Guest Cottages of the Berkshires
Overview/Mission
The Lake House is a luxury cottage resort that offers a one of kind
experience for an entire family, event, reunion or getaway. Stay on the
beautiful Berkshire Lake in your own cottage oasis, roam the property in
complete privacy as you rent it for your entire wedding party, corporate
retreat or friend/family vacation.
Previous Logo:
Keywords:
+luxury +unique +retreat +lake
+oasis +family fun +beautiful +vacation
+quality +relax +cottage resort +events
+wedding +corporate +sophisticated
15. 15
Example Brand - The Lake House Guest Cottages of the Berkshires
1. Research - Competitors, Successful Similar Businesses, Word
Mapping, Choosing the right font that relates to your
businesses personality
http://ceblog.s3.amazonaws.com/wp-content/uploads/2013/06/Psychology_Behind_Type.jpg & google images
16. Example Brand - The Lake House Guest Cottages of the Berkshires
1. Research - Audience, Color Theory
16https://s3.amazonaws.com/m.helpscout.net/blog/2013/jul/color-emotion.jpg & google images
17. 17
Example Brand - The Lake House Guest Cottages of the Berkshires
2. Logo Concept Development
the lake houseguest cottages of the berkshires
the lake
house
guest cottages
o
f
the berkshires
the lake house
guest cottages of the berkshires
L KE
HOUSEguest cottages of the berkshires
THE
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uest cottages
o
f
th e b erksh
ir
e
s
the lake houseguest cottages of the berkshires
the
lake
house
guest cottages of the berkshires
18. 18
Example Brand - The Lake House Guest Cottages of the Berkshires
3. Which concepts best represents the business mission?
The Lake House
Concept #1
g
uest cottages
o
f
the berkshires
The Lake House
Concept #2
the lake
house
guest cottages
o
f
the b e r kshir
es
19. 19
Example Brand - The Lake House Guest Cottages of the Berkshires
4. Refining of Final Logotype
g
uest cottages
o
f
the berkshires
g
uest cottages
o
f
the berkshire
s
g
uest cottages
o
f
the berkshire
s
g
uest cottages
o
f
the berkshire
s
g
uest cottages
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s
20. 20
Example Brand - The Lake House Guest Cottages of the Berkshires
4. Refining of Final Logotype
21. 21
Example Brand - The Lake House Guest Cottages of the Berkshires
5. Create a Brand Identity Guide
This should include:
1. What logos should look like in color, black and white
and grayscale.
2. Color Palette in CMYK, RGB, Pantone and websafe.
3. Fonts to be used and where to use them.
4. Other important aspects or graphics of your brand;
photography, layout, minimum reproduction size, etc.
22. 22
Signs your Brand Identity Isn’t Working:
1. You are not attracting enough customers
2. You are attracting the wrong customers
3. You consistently have to compete on price
4. You have a hard time improving customer loyalty
5. You have a hard time educating customers about what you do
6. You have a hard time getting customers to talk about you
24. 24
What makes a strong Brand Identity?
1. A unique, memorable and meaningful logo with
personality. The logo needs to be easily identifiable
and hint to what your business does/is.
2. Know your audience.
3. Integrate Your Brand into EVERYTHING -
Business Cards, Letterhead, Social Media
Graphics, Website, Banner, Etc.
4. Be consistant with colors, fonts, layout, etc.
Have a Brand Identity Guide on File for employees,
graphic designers, web designers, newspaper ads,
etc. so that your brand remains consistant.
