Many start-up owners believe that when a professional logo has been commissioned they have taken care of their company branding, but in fact the story has only just begun.
In this short series, we’ve been looking at logos and design. Although we haven’t delved into the process that goes on before the design of a new logo – market research and sector investigation, understanding of company mission and values, and assessment of the existing situation and future expectations and goals – which lays the foundation for the design work, we’ve seen that there’s a lot more to a logo than just a nifty symbol or the company name written in a fancy, extra-large font. What we want to consider now is how a logo is only one element of a brand and how the creation of a business logo is only the beginning of the branding story.
Once your designer has created a logo for you, you should be armed with a vectorial version that can be scaled up or down in size, the exact colour codes to use for print or screen, an understanding of how to use the logo in black and white, recommendations for spacing when you use it with accompanying text or graphic elements in collateral… in general, a whole host of information on how to use your logo correctly and effectively in different projects across different platforms.
This is the foundation of a coherent and consistent brand image, but it is nothing like the full story. The fundamental purpose of branding is to support and promote your business’s strategic marketing objectives. However effective your logo is, and however correct its usage, in and of itself it is not sufficient to achieve this purpose.
Almost all businesses use some kind of collateral, from something as simple as a business card, to a glossy brochure, to a a complex dynamic website. Your logo will appear on all of these, but its mere presence is not going to be enough to pull them all together and make them work together to reinforce your message and image.
However effective your logo, and however well you use it, it is not the complete brand.
At Tantamount we specialise in language and image for print and screen: we are happy to help with brand ID, design and copy writing projects, but we especially like projects that include all these elements! Why not talk to us?