Everyone wants the best brand identity outcome for their business, and this can be achieved by doing some simple research and getting the basics down before taking the leap!
There is no use having a fantastic identity if you do not have a market to present it too! All of your branding decisions should be based on your target market to gain maximum potential from your brand. Sign up to my online “Brand Discovery Workbook” to better define your market and in turn, better define your brand.
Choosing a colour scheme for your company can be an exciting and daunting process. The most common question asked is “Does the colour matter? ” – The answer is yes. Colours are so important in your design! Believe it or not, different colours can make us subconsciously make us feel different things. Armed with this knowledge, how do you want people to feel about your business when they see your logo?
PRO TIP: It is important to note that colours can be subjective – what might makes one person feel cheerful can make another person feel irritated. Read further in our Article: Colour Psychology
Choosing a font for your logo and branding is similar to choosing what to wear. Just like choosing colours, you need to choose a font that reflects your business and products, whilst also appealing to your target audience. Rather than just choosing something that you find appealing, ask your designer to suggest some fonts to you based on your vision for your business. The fonts you use for your logo and branding material is just as important as the colours and visual content. It needs to all work together as a whole. Font styles can be divided into 4 main categories: Serif, Sans-serif, Script and Decorative.
The term ‘Serif’ can be applied to any font that has a small decorative line added as embellishment to the basic form of a character. The term ‘Sans-serif’ can be applied to any font that is missing the additional embellishment. Both of these styles are used for corporate, clean cut designs. They are useful if you are going for a minimalist design. ‘Script’ of course is any form of running writing, handwriting, calligraphy or brush style fonts. Any font that does not fit into any of the above three categories are classed as a ‘decorative font’ or ‘screen font’. Script and decorative fonts are usually picked out for creative and ‘fun’ businesses such as cake decorating, handmade clothing, kids products etc, but with the right combination of graphics and layout, can also be used as part of a classy design.
PRO TIP: Always limit your font choices to a maximum of 3 per document. Any more than this will make your document look cluttered and unprofessional.
As well as looking great, your logo and supporting designs must also be functional when it comes to printing. There are many different factors to consider based on how your logo will be printed and the techniques used to create the printed product.
Far too many businesses fail to understand copyright issues when it comes to using graphics. More and more frequently, businesses are using images taken from the internet and either replicating them or using them as their own. Facebook pages are one of the most frequently used mediums displaying this illegal behaviour.
This seemingly innocent and simple act of using images without the permission of the creator or owner and not crediting them, could actually land you in jail for 5 years AND see you fined up to $93,500 if found guilty. More information on Copyright and trade marks can be found on the Australian Copyright Council website.
Choosing the right Graphic Designer is crucial to achieving your desired business image and branding outcomes. Many people opt for the cheapest quote they can find without doing any background research into the designer or their business ethics. Not choosing the right designer can be a costly and time-consuming mistake, something many small businesses can simply not afford.
Before you head off and see your chosen designer , you will need to compile a few things to make the process of designing your Logo and brand seamless; this is known as a design brief. The information in the brief will form a basis for your logo and it ensures the concepts provided are relevant to your company and products. Read further in our article: 16 things to include in your brief
Pssst, you will find all of these articles and more in my book “Guide to Creating your Business Image and Branding”.
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© Studio: tiffany gouge