This one is super important!! A line that is often blurred when it comes to a company's brand. Read through and see if you're on the right track for your brand identity or falling short. Advice from your friendly graphic designer!
Blog #002
I have a logo for my company, what's the big deal? Isn't that enough?
I'm proud of you for having a logo - that is really important to get you started! BUT I really think this is an essential read, especially for small business owners like myself who rely on social media marketing and the world of internet to get ourselves out there and get us leads. Sure, a logo will do the job, but what does it say about your company? Or does it say anything at all?
5 Essential Elements Your Brand Should Have For A Branding Identity
1. Main Company Logo
Sure, this might sound obvious - and it is - but make sure it's a good one! Even if you just create it on the fly with Canva or another free program, put some serious thought and love into your logo! What does it mean to you and how should it represent your brand? This is actually a question that you should be asking yourself throughout the entire process of creating your brand identity - but especially for your main logo.
Example:
Allie Christine Photography (based in IL) - A personal touch using her own handwriting and her own name + the flare of having a gradient gives her logo a more interesting look.
2. Secondary Logo(s)
Why do I need a second logo? What's the point of that? Ok - I hear you. Secondary logos seem unnecessary but I promise they aren't! Having one or two secondary logos add depth to your brand identity and give you variety for your marketing materials. They can show a different side of your brand that might be softer or maybe more 'fun' with a pop of color or funky font. The point of them is beyond just having some extra designs to flex on your social accounts - they really come in handy for print materials too! And everyone loves a good, sharp looking letterhead.
What do you think of these secondary logos for ACP?
Example: Allie Christine Photography - Secondary Logos
3. Typography Pack
Whether it's just two fonts or 5, having a typography pack that is specific to your brand is CRI-TI-CAL! Think of it as your brand uniform. It not only allows you to look pretty and professional, but it keeps your website, posts, marketing and products consistent. This consistency is key to having a successful marketing approach and ensuring brand awareness! Just like how you would recognize the Disney World font or the Chick-fil-A font anywhere (no judgement), that is what having a consistent, unique brand is for.
Example: Part of the Bianca Lauren Hair Studio Brand Identity I created - Notice how the font choices are simple yet have a touch of authenticity still to fit within their style. 'Bianca Lauren' will become super easy to recognize and the 'hair studio' font ties into the brand elements and color pallet so well.
4. Color Pallet
Sounds simple, I know. But it's really not! Choosing my own brand colors weren't easy and it's because they are meant to have depth and story behind them. Your brand color pallet should align with your values and your style - so put some real thought into it! Are you bubbly and bright? Maybe go for brighter pinks and off-white. Are you more moody and luxury? Try a pallet with deep reds, black and white. It makes a huge difference with how your audience views your brand.
Example: Bianca Lauren Hair Studio Color Pallet
I created this pallet with the 'groovy' theme in mind to make sure the brand pattern and fonts still aligned with the colors I chose.
5. Brandmark
Some designers might view this last element as optional, and it definitely is, but I think that it still holds great value in a brand identity layout. Think of it as your 'stamp' in everything you do with your brand. A brandmark you might know well is the Nike 'swoosh' brandmark. You'd know it was Nike if the word 'Nike' wasn't near it, right? Exactly.
It's how consumers remember your brand.
Say you own a floral design business and you started your journey because of your grandmother's love for roses. Your brandmark could be a rose petal outline, maybe with your company initials inside - an easily recognizable and identifiable brandmark. Now you get it!! Brandmarks are again, unique to you, and add depth and recognizable elements that allow consumers to pick you out from the bunch (no pun intended).
Examples:
From Left to Right: Ashwood Homes / Sydnee Lujan / Charlotte Kane - Brandmarks
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