Branding — capturing a brand’s soul

Joanna Staniszewska

The word “logotype” comes from Greek and is combined with two words: “logos” (a word) and “typos” (a painting). Now we distinguish the graphical element (signet) and the name of the company/brand (logo), while the text itself is called a logotype. To understand each other, humans invented languages, and visual language, regardless of symbolism specific to the cultures, is universal comparing to verbal.

Colors play a crucial role in designing the logo. They carry the energy of different frequencies, like a length of the particular color light wave. Colors affect our mood and setting expectations towards the brand’s core and acting. With the color tone, you show activity, calmness, security, playfulness, reflection, pureness, friendliness, boldness, delicacy, nature-orientation, and so on.

Not many logo creators are finding it easy to play with different fonts. Usually, they have 2–3 preferred that they use everywhere. The abundance of fonts makes it easy to capture the brand’s structure and dominating emotion from the brand’s team and in the corporates, essence derived from the employee’s happiness, the humanity of the system, and the internal relationships. Another significant element is the lifestyle of the brand. Some try to understand the essence of the company by organizing workshops to discover the brand’s archetype; some are checking Kapferer’s model; others are having long, full of detailed questions brief. The truth is that nothing can replace actual living the brand from the inside. We are always taking the chance to jump into the shoes of the company and to become internal staff. Coming back to fonts — in this perspective, serif or sans-serif font dilemma is not what we actually should focus on.

The most invisible part is the composition. A well-trained eye sees disharmony. It seems that beauty has a specific code. Some say it is just math and point out the golden ratio rule. Those who are very sensitive see the imbalance and correct project toward perfection. Graphic designer with a sense of proportion is a winner of the most of the client’s expectations.

Deadlines limits creativity. That is why it is a good idea to wait for the right project that you are resonating with. A well-designed logo is an outcome of the excellent relationship between client and agency. On the same level, beautiful design is a result of the agency’s and the graphic designer’s healthy bonds. Graphic design skills play a secondary role. Beauty to emerge needs space for calmness and delight, openness, and acceptance.

Let us translate your project to the visual and verbal language. Contact us on [email protected], or pick other Branding Agency wisely.

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