Brand design
The brand or logo is probably the most valuable asset one can own. And we really enjoy branding.
Few fully appreciate the value of branding or even the consequences of bad branding. The perception that a brand gives makes all the difference. It's not just something that appears on your letterhead, brochure or web site, but it can also make or break you.
Mindful of this, our branding service covers all the bases, from research right through to realisation, all in the pursuit of creating the right perception.
Creating perceptions
Every group or company, no matter how large or small, has an image in the eye (and mind) of the public. If you recognise a brand, logo or adverts, or you do business with them, you will undoubtedly have an opinion. Perhaps exciting, emotive, inspiring, trusting, classical, cultural or plain conservative in nature, branding helps us to distinguish ourselves from one another and some even attempt to influence our perceptions.
Wizardry!
You can yell a thought-provoking icon or offer a calm outline of your name in complimentary tones but whatever type or style works best for you, what matters most is that the branding represents you and you alone.
All you have to do is pick a spell and we'll do our magic. What perception do you want to create?
It's all around us
Consider the brands and logos that you know best. Ask yourself why some stick in your mind, why you tend to identify with the logo and the products and ask why you may even feel a sense of loyalty. It happens, even if you don't know it. Consider these brands.
They are all instantly recognisable, you know them all through association in one way or another. Each offers different things, as you would expect, but they all say something about the group behind the brand.
Wizardry in Action
Let's consider the BP logo as there is a lot going on. No doubt you know what they are and recognise their green, yellow and white helios-shaped logo. That logo really is fresh, organic and emotive, don't you think? Natures green with sunlight and a pure clean centre - all nice stuff. With 'Beyond Petroleum' in support, it all positively influences the environmentally-aware consumer. Given a choice of all petrol retailers, do you perhaps feel just a little better about filling up under the flower?
That's branding.
OK, maybe you're just after the nectar points.
The latest logo is a nice example of wizardry. In spite of their efforts in developing renewable energies (which actually means using less or no oil!), BP are still entrenched in a negatively-perceived industry, so the brand has to work extra hard. As we described earlier, the logo (formerly a shield outline) has been so effective that you could be forgiven for mistaking them for an environmental pressure group or a chain of gardening stores.
But it works. The spell is a powerful one and there is a chance that you're influenced by many brands without actually realising it.
That's great branding.
And maybe you're still just after the nectar points.
That large dose of wizardry actually cost over £4m.(Source: babymilkaction.org), but there is no doubt about it....
The BP logo is a cracker and not a hint of black.
The bottom line
If you are looking to make a unique and positive mark, don't underestimate or overlook branding. Rule number one is avoid doing it on the cheap (such as pulling a logo from clip art catalogue and adding a name in comic sans) as it's simply a false economy and total waste. If your brand or logo looks cheap and out of a box, your audience will be influenced accordingly and likely go elsewhere - fast.
Ouch!