When branding, we are trying to create an emotional connection between our product and the client’s mind. Therefore, having a recognizable logo and branding is truly important. That’s where the logo comes in. In all honesty, no one will remember your logo at first -or your colors, or your website design. Visuals are not a top priority when it comes to branding. But it plays a part! Branding is the whole of the experience your business provides to your target audience and clients.
Logo and Branding Are Not The Same Thing. They Work Together…
Why Is a Logo Needed?
During a branding process, we usually start with the main product idea, study the target audience and see what’s appealing to them, then we start developing a strategy that includes designing a visual identity that will not only represent our brand, but that will also be attractive to our audience.
Once we start designing the visual identity itself, in terms of actual design (after strategic planning and general choices), the first thing to be created is usually the logo. It’s the first step in having a visual and recognizable mark. It is also the step that may take the longest, as both the designer and the client want the logo to be just perfect! Or the closest to it possible. Take a look at a few of my logo work on my Design Services page, for inspiration.
When Can a Brand’s Logomark Change?
There are many brands that are in market for 10+ years, using the same logomark. And there are brands that update their logos every year or so. Google updates their logomark often enough, but between one update and other, the base elements are always there: similar font style, core colors, etc. So, even when they update their logo in itself, the branding is still the same. By just updating their logo or set of visual elements design, Google has not become a whole new and different brand or company, they have simply updated their main visual mark.
Making the distinction between visual identity design and branding is extremely important, so when the time comes for you to do a rebranding or redesign, you will know which one YOUR brand needs.
Next Steps in Branding
The logo is just the central element on a brand’s visual identity. Once we have a clear idea of our brand message and start the branding design, we’ll have a big collection of elements that come together and create an unique feeling.
When the colors are set, font family is chosen, patterns have been created, photographs reflect the brand message…
When all things fall into place, the logo is going to be just one more piece in the branding. And when that happens, we are free to update our logo as often as needed, because we have our whole branding elements to back our brand’s visual identity and allows us to stay connected with our audience even if we change a thing or two, here or there.
Keeping consistency is always important. Changing a logo design frequently without a real good reason behind it is not something we should do. So, although it is important to understand we are free to change our logo design without impacting our branding, it is also important to understand WHEN and WHY we are doing that change.
I recommend you read my post on The Difference Between Branding and Brand Design to continue growing your understanding on this fascinating subject!
DESIGN YOUR UNIQUE VISUAL IDENTITY WORKBOOK
Designing your brand visuals? This workbook is the little helper you need!