Branding is something that identifies a person, company, team or product. It is essential for a business or person who considers the concept of Branding, to be aware of various factors that will help the chosen Brand be successful.
Obviously, the name of the company, product etc is most prominent on the logo. The font & color used needs to be considered, as it must be eye-catching and bold. A name that stands out bold and stark would be more formal and businesslike than a cursive or italic scrolling font, which is more personal or more feminine. So it depends on what the product is, what type of company it is or who the owner of the company is. Include a descriptive or catchy line or just your website address. That will lead people to you...
Colors used on the Logo can have various effects on the 'man in the street'. Research has proven that orange, for instance, is an appetite stimulant, whereas green has a calming effect. Red is a strong power color – decisive, but yellow stimulates the brain. Yellow is also a cheerful color. This is the subject of a whole other article, so we will tackle it then.
You might want to look at having a specialist design the Logo for you. You can work closely with this person to ensure that your vision of how it should look comes through. A professional will be able to adjust the Logo into various sizes for you to use over a broad spectrum of applications, which is important for it to look in proportion.
It is important to protect your Brand Logo by having specs regarding the sizing, colors used in all applications, whether in print or on the web. This will ensure that the Brand Logo consistently looks the same over the years, even if different printers or professionals work with it. One person in the company should be assigned to be responsible for the integrity of your Brand Logo, giving you the consistency you need.
You can now expand your logo onto your stationary, staff uniforms, promotional gifts, clothing and inhouse products. This ties it all together as a recognizable Brand that makes YOU recognizable to your clients and others.
Look out for follow-up articles regarding Branding and Marketing your Business.
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