A Brand is More than A Logo
What do you think of when you think of your favorite brand?
One of the first things that pops into my mind when I think about Starbucks is its signature logo. Logos may seem so simple, like the Nike swoosh, but it is important to note that even the simplest of logos hold great meaning. As an Inc.com article states, “[t]he design elements of a visual identity can range from fonts and colors to materials and textures, all meant to highlight a brand’s intrinsic values” (Wang, 2017).
I sat down to speak with MP&F’s Art Director, Megan Willoughby. Her creative skill and graphic art talents are undeniable, and she let me pick her brain about the visual side of crafting a brand.
Here are the top things I learned from Megan:
- Branding takes time
- Identity is important
- Consider perception
The design process is not completed overnight. Megan says that her and her team will design a plethora of options with the smallest of detail changes in order to work perfectly capture the image and message a client wants to portray to the public. In addition, graphic design teams must be constant learners, as there are always new design trends emerging, new studies about how people react to certain images and colors, and new technologies to make designs better and better.
Identity is key. According to Megan, “there is a lot more that goes into branding than simply a logo.” When she first meets with clients, she tries to pinpoint exactly who they are as an organization. This is so she can create visuals and graphics that reflect the personality of the company. While a logo is the “identifier” of the organization, there are so many other aspects of the brand’s identity that must be translated into visuals. Banner ads, email signatures, business cards, and more! Everything from the color to the font must be consistent throughout all visual aspects of the brand.
This goes back to finding what your company’s key words are. Are you classic and timeless, or are you modern and sleek? The choice is in your hands and will greatly affect how a designer will craft the visual side of your brand.
A company must remember that the visual aspects of a brand will greatly alter the public’s perception. Colors hold meanings and can evoke certain feelings. Certain fonts can show the public whether or not the company is serious or more playful. As Megan says, a brand is “the perception and emotional response that a customer has to your product or service.” It is important to consider not only what a company thinks of itself, but also how the general public will perceive and react to it.
Overall, the design process is incredibly thoughtful and filled with trial and error before finally finding the finished branding that makes a client say “Wow, now that is who we are.”
Curious to see what the my brand logo would be? Click your way to the next post!