Difference between a Logo and a Brand
Being in the industry as long as I have it never ceases to amaze me of clients perceptions of what a logo is versus branding your identity. These two applications are not one in the same yet often times they are misunderstood to be similar products. In this article I will outline the clear difference between the two and what to look for when it comes time to re brand your company, or to start the whole process from scratch.What is a logo?
A logo in and of itself is a graphic element, elegantly portraying your trademark or brand in a particular way that shows distinction and separation within a similar field, category or market. Often times a logotype is made up of text or a special typeface or font. This graphic representation of your company, product or service should be unique with a special significance or meaning that defines who you are, what you do and at a minimum should identify your business to the consumer. |
 | Take notice of this logo. Looking at it you should immediately get an idea of what they are trying to portray. As with your logo, simple is often times the correct path. Designing a logo is a process that requires competitor and market research, an eye engaging concept that does not leave your target audience wondering what you do but leaves them with an easily recognizable image they won’t forget. |
What is a brand or identity?
Definitions of branding or identity range from the definition of a logo, a name, symbol or sign that differentiates you from your competitors. Marketing Specialists search far and wide to answer this question themselves thus sometimes producing a reflection of how they themselves define a brand. It is also often defined as an identity to a product, service, person or company. Though some of these borders on correct, a brand is more of a mental image or perception in the mind of the consumer. Sears is more than just a type font; it is a long lasting, time built reputation of commitment to excellence, superior products, second-to-none customer service and customer loyalty to say the least. Your brand needs to be your persuasive voice that brings loyalty and consumer confidence in a market that is saturated with false perceptions and that fails to bring satisfaction and quality.It is clear that a brand separates itself from something tangible and though associated with products or services, stands out as a definition of character, business ethics, promises and commitments that say who you are and what you are about. This is a very important point in that not all brands are positive!
What are some steps to follow when developing a brand or logo?
Now that we have a precise definition of both we can begin to head down the path to create a graphical representation and an identity that will positively influence people’s idea’s and perceptions of YOU, or your company, products and services.- Research - In the branding process look to your competitors. Study and research their brand. What is their identity in the market place? Look to the market place in your field and analyze trends, consumer reports, industry needs. This is the point in which you will determine how you and or your company, product or service will stand out above and beyond what your competitors are doing. This is where we begin!
- Plan - Outlining a path can be a time consuming process but a process none-the-less that must be undertaken. Establishing who you are, what you do and where you are going is a vital part to any brand. Your mission statement should summarize your brand and what you represent. Your brand identity needs to separate you, define you and bring consumer and brand loyalty. Perception is Reality! Let your brand voice speak well…
- Concepts - Once your business plan is complete, you know who you are, how you differ, where you are going and what your mission is, it’s now time to put a graphical representation together that portrays a look and feel that should engage your target audience. There are many decisions in this stage that have to be made and these decisions are often based off of current and future trends, design, marketing and advertising budgets, and as well overall goals. Creating your unique look will vary greatly depending on the talent, research and budget allotted at the beginning of the project.
What do I need to look for in a design or marketing company?
Creativity and innovation is great and needed, but without understanding and insight, all you will get is something pretty. Self proclaimed marketing specialists and internet advertisers with no experience or portfolio to back up their work promise the world and with no basis of comparison. Clients often times are enamored by the pretty look of design that may have no graphical representation or meaning what so ever. Creating your logo, your voice means you are literally creating and establishing a limitless real-estate of perception in your consumers mind. That is why it is so important for the designer to not only be good at designing, but also posses the talent for producing elements that represent and display meaning and understanding.Here is an example:
| In this example the 5 stars represent the five branches of service. The Flag has its obvious meaning, but it encompasses the globe representing support for all troops everywhere. However, that is not all; this companies brand signifies its meaning and in its practice establishes what this graphical representation cannot! Your overall brand is your persuasive voice! | |
A few questions to ask:
· What clients have they designed for?
· What brands have they created?
· Do they have any case studies for work they have produced?
· Can you contact some of their clients?
· What is their process for branding and logo design?
· Can they produce a brief explanation for each design they create for you?
How much money do I spend on either logo or brand?
This is a great question that cannot be answered simply. Several factors will come into play. First, has your company already been branded and now all you need is a logo? What firm will you use to have your logo and other associated print material designed? Will a design firm handle the design or will a marketing firm farm out the work to a designer? How many logo concepts will you want produced? What is the time line from concept to reality? All of these questions are valid and all can affect the cost of the project. Based on my experience logos by themselves will run anywhere from $1500.00 and up if produced by a well established design firm. However, depending on the company, whether they are re-developing the logo or starting from scratch can cost upwards of $15,000 to $100,000.00 dollars. Average cost for a logo across the board will range from around $2000 to $5,000. Branding a company takes a considerable amount of time, research and planning and usually starts around $10,000 dollars on up depending on the firm you choose. Though these prices are set by each individual company, depending on who you go with, their reputation and client list will determine the cost. As we all know, sometimes we just pay for the brand of the company because of who they are and for everyone that is the overall goal to try to achieve.
Click for more information on logo design, branding and Identity – The Turn Group
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