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brandXpress Blog

Category: Logo

(Just) Logo Is Not Branding

… branding is more than that. Actually if you are able send your brand message to your customers without the presence of your logo, you’re on the right way. I don’t say here that a logo is not needed, but if your (potential) customers are able to sense your brand from every message you send towards them, then, as said, you’re on the right way.

Here is an example of that from Martin Lindstrom:

…branding is much more than developing a familiar consumer image.

I realized a couple of years ago, when one of my colleagues was asked by a major U.S. airline to write a standard announcement to be used by the airline’s captains, that many operational elements, as well as deliberate promotional strategies, are all integral to branding and the establishment of image and identity.

The speech was carefully composed incorporating the advice of a psychologist and a marketing expert, and the writing of one of the country’s best copywriters. The aim was to achieve an announcement that would carry the airline’s image message to the passenger, just as the company’s logo did. This event made me realize the full potential of branding: the 360 degrees that I briefly discussed last week. And 360-degree branding is everything.

Full article here.

Posted on October 3, 2011 by Daniel

Logorama – the movie

In case you missed it so far, a must see movie for any branding fan out there. Police chase an armed criminal in a version of Los Angeles comprised entirely of corporate logos.

This is a short film that was directed by the French animation collective H5, François Alaux, Hervé de Crécy + Ludovic Houplain. It was presented at the Cannes Film Festival 2009. It opened the 2010 Sundance Film Festival and won a 2010 academy award under the category of animated short. Continue reading →

Posted on April 10, 2010 by Daniel

What is the real worth of your logo?

Logo designing is that part of branding which may cost you from nothing to thousands of dollars. What makes a logo designing to become so expensive or become very cheap? There are several factors involved. Normal business owner may have difficult time knowing what he should pay someone for designing a logo. Some think thousands of dollars is fine with the logo, while other will consider it a very expensive deal.

So the question arises here how much you should pay for a logo? Answer of this question is difficult, because there are several factors behind it. Now, let’s see what are the major factors which influence the cost of your logo?

Price should not be the first consideration

Price is often considered first while going for a custom logo design. It is fine if you go for a cheap logo design. But think before how much importance a logo can have for your business. Your logo is going to be placed on the mediums like stationary, website, promotional material and so on. These marketing collaterals make your customer comes into contact with you and builds an image about your company. Therefore, spending very low amount may not be reasonable, but spending thousands of dollars also doesn’t make sense. The better option is to spend in between $100 to $500. You will possibly use your logo for at least 10 years, and if you divide cost with the number of months, it only comes out to a few dollars a month. By having these thoughts in mind it is clear that price should not be considered as the major factor among other important aspects.

Must check the Level of Service

Service level should be considered on top while selecting a logo design service. It’s usually depends on the package you select. The more you pay the more service options you will get. The service level of a company can be determine by the number of designers who will design your logo, the number of round of revisions (requests for changes), and the number of initial concepts provided at first round. In addition, money back guarantee is also an important element that should be considered if you don’t like the design or if they don’t deliver your work on time.

Design quality is one important factor

Design quality is one other major factor that determines the worth of your logo. If you are agreed on paying $1000, it means you also make sure to get the value of your money back in shape of a great design. To assure the quality of design, you should check out the design portfolio of the company, the testimonials written by the customers, and the experience and knowledge they have about logo designing.

Location of a company saves you from future consequences

Company’s location provides great deal of advantages to the business owners. If you hire any designer who is located outside your country, for example, China or India, it would nearly impossible for you to take legal action against him if you unluckily come under the case of trademark infringement. Moreover, a design company which is located in the country same as yours, it is an advantage for you because they can understand the need of the local market, and at the end you will get a logo according to your local marketplace.

Remember

considering price, hiring a logo designer, and getting the final formats – for all this you pay some amount that may be higher or lower, but besides designing, your logo is that element which give your company an identity, therefore no matter how much you pay but if you don’t get your logo according to your business and target market, all the money you spend will be wasted. Hence, spend considerable amount of time on searching a suitable logo design company before hiring one.

This is guest post from Ben Johnson of Logoinn, custom logo design service provider based in UK.

Posted on May 25, 2009 by Daniel 2

Animal Planet Logo Change

You might consider me very late on this, and in a way I probably am. I usually not giving bad comments on brands and logos, but this time, almost a year later, I couldn’t stop myself doing it. I tyried to watch a show on Animal Planet last night. Well I pretty much couldn’t… or better say I didn’t enjoy it. I was totally and definitely annoyed by their new (well, already old logo).

I honestly consider it one of the ugliest rebrands, redesigns of a logo, I have ever seen.  The letters which take on different weights, colors and textures are sending me the message of a unfinished draft logo on a designer table that still has long way to go until done.

Animal Planet Logo Change
Animal Planet Logo Change

All these even though the new logo was designed by Dunning Eley Jones, a London-based design firm with plenty of experience in TV branding.  I am just curious if any of my readers here, see any of the message in this logo.

The lucky thing is that the Discovery Channel logo change wasn’t such a failure, on the opposite.

Discovery Channel Logo Change
Discovery Channel Logo Change
Posted on January 5, 2009 by Daniel 18

Connect the Branding Dots

Logos, websites and marketing materials have to work together to create a positive impression – and put money in your pocket.

Trust means your future customers believe you’re likely to be honest and competent, and will deliver a good experience. Sometimes trust comes from friends telling friends they had a great experience. But most of your future customers wont have word-of-mouth to rely on. They have to decide on their own whom to trust. Thats the mission of your logo, website or brochure, to create your business dress and body language–your visual branding.

Here are a few basics to help your business look credible:

  1. Go for simplicity and lack of clutter. (Think Apple, the master of simplicity in branding.)
  2. Create or demand a clean, well-balanced graphic design.
  3. Use one or two basic colors that go well together, not a hodgepodge.
  4. Choose one font and stick with it. You can express almost anything by using variations within a single font family: size, weight (boldness), italics, etc. If you really must, choose a second font for major headlines. But first try it with one font.
  5. Coordinate a single look – design, colors, etc. – across everything you do, including your logo, website, brochures, ads and signage.
Posted on November 17, 2008 by Daniel

Fiat Unveils New Logo

The new symbol is derived from the famous shield that decorated the front of Fiat cars from 1931 to 1968, with the vertically elongated letters of the word ‘FIAT’ standing out against a ruby red background, encased in a chromed round frame. The two main elements of the new logo (the shield shape and the colour red) immediately bring to mind the Fiat 524 of 1931, which was the first to use a rectangular logo that blended into the new grille, designed with stylistic but also aerodynamic pretensions, in the shape of a shield with vertical elements.
Continue reading →

Posted on October 27, 2006 by Daniel 1

Logo And Slogan – Key Elements of Brand Positioning

Interesting article approaching the use of visual identity and positioning as main tools for a business to separate itself from its competitors.

Every day we are bombarded by millions of messages. They’re everywhere, from print media to highway billboards, local supermarkets, public phone booths, our mailboxes, radios and television sets.

Add to that the explosive growth of the internet and the new communication opportunities this medium presents, and today’s business owner or manager has a near-impossible task at hand; making his or her message stand out among the noise generated by others.

Next the article is presenting the 5 key strategies for a competitive visual identity (logo) as the first of the two crucial components of branding:
Continue reading →

Posted on October 10, 2006 by Daniel 1

Three Misconceptions About Branding

Today, branding is one of most discussed topics in the business press, right up there after manufacturing going to China. Business leaders are beginning to recognize that innovation and branding are two knowledge-based areas of expertise that North America can still own, at least for now. Yet, with all the talk that a strong brand can make a big difference, there continues to be an almost universal misunderstanding of what a brand is. Continue reading →

Posted on April 19, 2006 by Daniel

5 Things to Consider When Designing a Logo

The logo is the visual representation of everything your company stands for. Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, provide the professional look of an established enterprise, create recognition.

As designing a logo is one of the most challenging assignments in creating a brand identity, here are some basic things to keep in mind and consider: Continue reading →

Posted on March 21, 2006 by Daniel 2

NBA Logo In-Depth View

An interesting article on foxsports.com about the NBA logo which is, outside of the Olympic rings and the Nike “swoosh,” the world’s most recognizable sports emblem.

To many observers, the logo is a slam-dunk success. Designed by Alan Siegel and first unveiled in 1969, the image of a silhouetted player dribbling to the hole against a groovy red-and-blue background is ubiquitous: it appears on every uniform of every player, on every backboard in every NBA arena and on every piece of league-licensed merchandise, which generates a very groovy $3 billion in annual revenues.

To others, the logo is an anachronism. Today’s players don’t wear tight shorts; most don ultra-baggy uniforms and a great many of them have tattoos. In a league whose players are predominantly African-American and where so many of the players (despite race) relate to hip-hop music and/or its cultural significance, “Mr. Clutch” no longer seems to personify the on-court or off-court stylings of the NBA.

The logo, it appears, is stuck in the middle. Is it the ultimate badge of basketball excellence, as represented by a white player who was a perennial All-Star back in the day? Is it a timeless graphic-design icon that, after 35 years, can still serve as the public symbol for the league’s global marketing campaigns, from Baja to Beirut to Beijing? Or is it as dated as the set shot?

Read full article here.

Posted on February 23, 2006 by Daniel

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