ALL ABOUT LOGOS & BRANDING
- A Brand (or Branding) refers to the perceived image and subsequent emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads. My favorite definition about brand is the one Seth Godin gave: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
- An Identity describes the visual devices used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral, packaging, signage, messaging, and digital projects, among others.
- A Logo is the central, identifiable visual element that helps customers discover, share and remember a company's brand. Usually it's in the form of an icon (mark or symbol), logotype, or combination of the two. The main purpose of a logo is summed up nicely as the five principles of effective logo design in this Smashing Magazine article.
the logo
https://www.smashingmagazine.com/2009/08/vital-tips-for-effective-logo-design/?utm_source=CMblog&utm_medium=link&utm_campaign=Designing%20a%20Brand%20Identity
There are many ways to start designing a logo, but most often times you'll see designers begin by sketching out dozens if not hundreds of iterations on paper. The process of getting concepts down on paper and then iterating on those ideas can unlock new directions to explore and final solutions that you wouldn't have normally arrived at when starting on the computer. After selecting your best sketched concepts, you should start iterating on them digitally.
Here's a peak behind the curtain of a few logo concept sketches as they became final digital solutions:
Firefox Logo by Martijn Rijven of Bolt Graphic, art direction by Wolff Olins
Here's a peak behind the curtain of a few logo concept sketches as they became final digital solutions:
Firefox Logo by Martijn Rijven of Bolt Graphic, art direction by Wolff Olins
