Updated: Jul 22
If you’re a designer with your own business, there’s a good decision you’ve thought about the concept of a “brand” at some point.
After all, building a powerful brand is the ultimate goal of anyone starting a company.
However, have you sat down and thought about what a brand is and how it can be developed?
A brand is essentially a representation of a company’s values, purpose, aesthetic, passion, and place in the world.
Jeff Bezos, the founder of Amazon.com, once summed up brands effectively by saying, “Your brand is what people say about you when you’re not in the room.”
Brands create meanings and reputations about companies for consumers.
They help people envision just what a business is all about and whom they intend to serve.
Branding isn’t just a fun chance to create images and sayings that get to be connected with your company.
In fact, effective branding is so important. When you build a powerful brand, and how well a brand is designed can make or break a company’s end.
Did you know that 85 percent of users will choose a known brand over an unknown brand when making a first-time purchase of an item or service and that companies with strong brands outperform companies with weak brands by 20 percent?
The Basics of Branding
There are some components that make up a company’s brand – including a motto or tagline, and the tone and language used for its written content.
However, perhaps the most significant part of a company’s branding is its logo.
Logos should be immediately recognizable and memorable, and they should presently serve as a symbol for all of the associations that a consumer has about a business (both positive and negative).
Studies by researchers at MIT’s Sloan School of Management showed that good logos are powerful: they can not only boost the positive hints of a brand among consumers, but they can also help companies perform better financially.
Building a Brand and Logo
If you're planning to design a logo for a brand new company, these are some simple steps to take that can get you from the brainstorming phase to a nice, effective logo that your client loves.
1 – Adopt the Designer Mindset
The first step in creating a logo for a startup is stepping into the valid designer mindset.
When creating a logo, you have to remember: you are designing for your client's clients – not the customer themselves.
In order to get some good first ideas about what the logo should look like, develop a clear idea about who the logo is meant to appeal to.
To do this, ask yourself these questions:
Who does this company want to attract?
What other brands are they pulled to?
2 – Discover Your Brand's Aesthetic
If the logo is the first design asset you're creating for a startup, the aesthetic you choose for it is going to be used throughout all of the rest of its marketing materials: from email headers to product packaging, to website designs, and etc.
In order to discover your brand's aesthetic, look at the audience personas you created above.
Then, think about what view and feel those specific people would like and be drawn to.
3 – Start Designing
The next move in the logo design process is to put pen to paper (or finger to the trackpad). When you start designing your logo, it's essential to keep the five key features of logo design in mind.
4 – Pulling It All Together and Build a Powerful Brand
Once you've picked a style, incorporated special elements, chosen the right font, and arranged your logo, you can add the colors you've chosen to the composition (one brighter, bolder primary color and one more muted).
When you're tweaking your logo to its final version, be sure to think of sizes and colors as control regulators.
Both color and size can be used to draw attention where you want (and take it away from where you don't want).
Social Media Specialist