Brand Identity & Logo Design

An LLC by any other name would smell as sweet

An LLC by any other name would smell as sweet

What is a brand?

The brand of a company or organization can be its most valuable asset. There are many misconceptions about what a brand is, and because of its intangibility, it can be challenging to define. So let’s start with what it isn’t. A brand is not a logo, a name, or a list of products and services. In fact, a company’s brand is not something that is determined internally but is instead created by its customers and those that experience it.

“Your brand is what other people say about you when you’re not in the room.” -Jeff Bezos

To put it simply, a brand is the perception of a business as a whole. While the opinion of the public determines its perception, there are many controllable elements of the company that can be used to influence those opinions. Those elements include purpose and vision, personality and culture, voice and messaging, and visual brand identity.

Brand Identity

The Face of your business

A company’s brand identity is everything you can see. The visual identity of a brand is made up of many tangible assets including the product design, packaging, website, social media graphics, and many more. These assets are all created based on the core branding standards comprised of the logo, color palette, and typefaces.

Benefits of Strong Brand Identity

01

Brand Recognition

02

Customer Loyalty

03

Evokes Confidence

04

Attracts New Talent

05

Builds Value & Credibility

06

Outshine Competitors

Logo Design

The readiness to accessible information paired with the increased competition, brought on by technological innovation has raised consumer expectations of a brand to an all-time high. The modern-day consumer is loyal, informed, and picky. Because of this, companies should be more concerned with their identity than ever before, and it all starts with the logo.

A logo is a symbol used to represent a company and is the cornerstone of its identity. If appropriately designed, a logo can highlight specifics of your business and build brand recognition. However, to get the most out of your logo, there are a few design standards to meet.

Your Logo Should Be:

01

Simple

Uncluttered logos emit a classic and timeless look. Clean logos also make it easier for the viewer to recognize and recall.

02

Unique

Capture attention and leave an impression with your logo. Strive to stand apart from the monotony seen amongst competitors.

03

Scalable

From the small favicon on a browser tab to a large billboard, your logo should look great at all sizes and for all possible media.

04

Significant

More than just something pleasant to look at, your logo should have meaning that in some way represents your business.

Color Palette

It has been said that how a consumer feels about a brand or a product far outweighs how they think about it. Emotions play an essential role in the purchase decision, and colors can evoke certain emotions. If planned carefully, the colors used in your visual identity can have a significant impact on the performance of your brand.

Brand Typefaces

Your choice of font has a major influence on the way your brand communicates. Once the font or custom wordmark has been chosen for the logo, there are many other typography related standards to set when developing a visual identity.

Serif

Consists of decorative detail at the ends of letters. These fonts can be associated with tradition, practicality, and maturity.

sans-serif

Typefaces without ornamental serifs. These clean-looking fonts are seen as modern, sensible, and informal.

Script

Typefaces made to look like handwriting. These fonts can be seen in many different styles and give a personal touch.

Brand Style Guide

A brand style guide is a physical or digital document you can use to keep the various visual aspects of your brand consistent. It defines fonts to be used for the brand, as well as all colors and color proportions. This guide provides a road map for all versions of the logo needed for any format. When purchasing apparel, building a website, or creating a banner for your brand, you can easily send this guide to the designer for the project to help them keep the standards. It is just as important to invest in the development of your brand identity as it is to keep its standards. This guide helps guarantee brand consistency.

The Evoke Group - Columbia, MO

505 Fay St. #204

Columbia, MO 65201

(573) 303-5476

The Evoke Group - Denver, CO

1415 Park Ave. W 2nd Floor

Denver, CO 80205

(720) 619-4232

©2019 The Evoke Group, LLC. All Rights Reserved.
The Evoke Group - Columbia, MO
505 Fay St. #204
Columbia, MO 65201

(573) 303-5476

The Evoke Group - Denver, CO
1415 Park Ave. W 2nd Floor
Denver, CO 80205

(720) 619-4232

©2019 The Evoke Group, LLC. All Rights Reserved.
NOT SURE WHERE TO START?

NOT SURE WHERE TO START?

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