How can brand identity strategy inform the design of a brand logo?

I think today what is key is to be able to identify & articulate the value of your brand to consumers in one concise message. There is often too much “waffle” on companies websites for example that often feels tiring for people who are short of time . There is a place for interesting long copy as part of a brand ‘s identity where the curious can go to learn and appreciate the deep value of a company’s craft skill , commitment to sustainable practices or centuries knowledge of running vineyards but this should be part of a journey that starts with a simple introduction . I have just been Guest Lecturing on this subject to fashion students . I like the new tech launch of Humane AI Pin . Its very clear & innovative .

There should always be a rationale for a logo. It shouldn’t just be a thing. Always ask the designer to provide a brief rationale for each design option. See if that rationale aligns with the executive teams vision. If it does then that rationale can be helpful in thinking about how to execute other aspects of the brand. The real magic occurs when logos, photos, social content, PR pitching, and marketing collateral all is singing from the same tune! Achieving harmony should be what every brand strives for.

The foundation of a sound brand identity strategy is rooted in the brand’s essence, which should encompass not more than a maximum of three brand values, with one identified as the key value. It also requires a clear understanding of the product’s benefits from the consumer’s perspective, coupled with the essence of its positioning. This forms the basis of a brand identity strategy. Building upon this foundation, the aesthetics can be developed to craft a brand that is both compelling and cohesive, resonating deeply with its consumers.

Your brand identity strategy should flow from your mission/vision/values and USP/ market positioning. Together, these must form a powerful structure for brand storytelling to your intended market(s). The logo must complement the above and: - Mean something, create an emotion. - Use fonts supporting the brand's emotion. If you use Comic Sans, I will block communications from you. - OR use a wordmark or picture strong enough to carry the brand. Walk before you run. Apple and Nike used names before they used only pictures. - Make use of psychology. - How does the logo look in black & white, and at a reduced scale? In a square space, or an event sponsor block? - Create affinity with your target market(s). - Stand out from competitors.

Think of #IBM, a B2B giant known for its sleek blue logo, a visual representation of reliability and innovation in the tech realm. #Salesforce, with its cloud-inspired logo, reflects a B2B brand that seamlessly integrates cutting-edge solutions. These iconic logos aren't just symbols; they embody the essence of strategic brand identity, fostering trust and recognition in the competitive B2B landscape. Hence, crafting a robust brand identity strategy is akin to architecting a #B2B success story. A thoughtfully designed logo becomes the visual ambassador of professionalism, trust, and lasting partnerships in the corporate realm, transforming it from a symbol to a strategic asset.

Customer insights should guide every design decision, while competitor insights should inform the refinement of your designs. The objective is to develop an authentic and distinctive logo and identity. If your customers have a dislike for the color green, dont use it. Similarly, if your competitors saturate the market with the color red and are recognized for it, consider opting for a different color to stand out.

Your brand identity strategy should flow from your mission/vision/values and USP/ market positioning. Together, these must form a powerful structure for brand storytelling to your intended market(s). The logo must complement the above and: - Mean something, create an emotion. - Use fonts supporting the brand's emotion. If you use Comic Sans, I will block communications from you. - OR use a wordmark or picture strong enough to carry the brand. Walk before you run. Apple and Nike used names before they used only pictures. - Make use of psychology. - How does the logo look in black & white, and at a reduced scale? In a square space, or an event sponsor block? - Create affinity with your target market(s). - Stand out from competitors.

Aside from font type, colours and design, it is important to understand the local culture of the market too. What are the symbols or words that are not acceptable or more favourable in the market. Marketers can run a trademark search as well. Read the Madrid protocol. Research on this before kick start a design.

Increasing mobile use and portable devices have created the need for logos with clean and simple lines, that can work well when reduced in size. Avoid complex shapes, shadows, excessive outlines, and gradients that could reduce your logo's legibility on portable devices.

Common logo mistakes include using a "font of the year" or a "Pantone colour of the year" which serve to freeze your brand in time, and presage a logo update sooner rather than later. Other common logo mistakes include too much empty space, too many lines/too busy which will not reduce well, and colours that do not convey the correct emotion. Other mistakes include generic or uninspired imagery, or a logo similar to others in the same business category.

Looking at digital health in particular, there are subtle but mighty metrics that can help gauge the success of a logo design in a sea of digital health brands. Here are some good ways to measure it: i. Brand recall: Ask your target audience to name the company associated with the logo - a strong logo should increase brand recall. ii. A/B testing: Test different logo variations and measure engagement metrics like clicks, shares, and time spent on the page. iii. Eye-tracking: Use heatmaps to track how people visually engage with the logo - are their eyes drawn to it, and for how long? iv. Emotional response: Survey your audience to gauge how the logo makes them feel - does it convey trust, professionalism, or innovation?

Make your logo memorable, like that embarrassing dance move at weddings. People won't forget a logo doing the "Funky Chicken." Now, I couldn't help but disagree with the idea of using Comic Sans in your logo. Unless your business is a stand up comedy club in the '90s, let's leave that font in the past. ?? Let me tell you about a logo fail. There was a company that wanted to convey speed and innovation, so they used a snail in their logo. Genius, right? "Slow and steady" took on a whole new meaning! ???? So, when crafting your logo, think beyond aesthetics. Ask yourself, "If my logo went to a party, would it be the life of the bash or lurking in the corner?" Avoid logo drama no one wants a logo that's more diva than divinely designed! ????