Logo and Branding

What is brand identity ?

A brand identity is made up of what your company stands for, your values, the way you market your goods, and the emotions you want customers to have when doing business with you. Your brand identity can be thought of as both the character of your company and a promise to your clients. Although they are sometimes used synonymously, the phrases “brand” and “logo” are not the same. The mark that cattle ranchers “branded” on their animals is what the term “brand” originally referred to. But throughout time, the concept of a “brand” has expanded to include much more than just a name or a logo. A brand is a trait, or a combination of features, that sets one company apart from another. Usually, a brand consists of a name, tagline, and logo.



Your brand identity must serve both your potential customers and your business objectives in order to be successful. They will resort to your competitors if they don’t like your brand. Before you begin creating, take the time to perform some research on your target audience. Ask both current and prospective customers what they expect from a company that offers comparable goods or services. Consider the words people use to describe those businesses and look for areas where they coincide with the principles that already exist for your brand. You can then see where your brand might have competitive advantages.



various colours of leaves
The most crucial element of any brand identity or design is undoubtedly colour. Your brand’s colour palette, which is typically the first thing a customer notices, has a significant impact on the perception they have of your company. A poor color scheme can drive clients away, but a great one can amplify your brand’s ideals and elicit a warm response from them. Colour evokes emotions in us all from the passion or anger of ruby red to the trust and confidence of corporate blue. Pick a suitable primary color to use as the foundation for your brand’s palette but make sure you are chosing a colour that is representative of the emotion and tone you wish to envoke. The following resources are great for exploring colour combinations:
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How people read your material is directly impacted by the typography of your brand identity. The first step is learning how to select the appropriate fonts for your brand. To choose the best typeface, think about the tone, readability, formality, and adaptability of the design. Then choose whether you’ll use a single typeface or a combination of two or more to create your typographic hierarchy. Make sure your font combinations complement each other and enhance the tone and image of your business if you wish to combine typefaces. Make sure the typefaces you use fit the other visual aspects you decide to use in your brand logo, website, and other places.
Google Fonts for free font combinations.
typography examples


Types of Logos

Invest in time and effort to design a logo that truly expresses the ideals of a brand because it appears on almost everything they do. In general, it’s preferable to stay away from brandmark logos for newer firms because consumers won’t yet identify them with a visual depiction of the business. The next step is to check that the firm logo design conveys the right feeling for the brand. Think about the logo’s lifespan, the competitors’ logos, and the iconography you wish to use. Make sure your logo does not infringe on any copyright issues of already existing brands or logos.
sony logo on camera
Types of logo marks:
  • A lettermark is a logo that incorporates the company name’s abbreviation, such as IBM or CCN.
  • Wordmark – Wordmark logos are made up entirely of text, usually the name of the company like CocaCola or CALVIN KLEIN
  • A brandmark, like the Apple logo, is a visual representation of the corporation e.g. Nike swoosh , McDonald M
  • Combination mark: A combination mark combines the company name with a visual representation of the brand like Starbucks and Burger King
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