Brand Identity – Less is More

Brand Identity – Less is More

A logo redesign is one of the most rewarding projects to be involved in. There is a real sense of responsibility to the brand and a lot of pressure to get it right. Not only does a new identity need to be authentic to the brand, it also needs to be able to stand the test of time. A logo is so much more than just a design – it is the most “visible value” of the service or product. It gives a face to a name and can help tell a story. As the visual identity of a brand, a logo also helps the customer remember their experience with a company. Although most of us in the ad agency or healthcare marketing worlds are not designers by trade, many of us are quick to have an opinion when presented with logo concepts. And while we often base our critique of a logo on the subjective, David Airey suggests otherwise in his book Logo Design Love. In it he shares insights on the history and evolution of iconic designs, such as FedEx, Citi and Kellogg’s. His knowledge of branding and years of experience designing logos led him to define the “seven elements of iconic design.”  Here is a quick overview: Keep it simple – A simple logo means it is a versatile one, so it will work in a variety of media applications, such as signage, digital advertising and collateral. Make it relevant – The logo must be relevant to the industry, the client (stakeholders) and the customer. The logo doesn’t need to literally say what the company does,...
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