Logo & Identity Design

Corporate Branding Essentials

Have you wondered why a competitor’s business gets more attention than yours? Perhaps the reason lies in how memorable the business is, or a company’s branding.

But what is branding?

Branding is predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers. For example, when you think to yourself “I need to pick up a card for Mother’s Day”, what do you think of? Most likely it is Hallmark. Why? Because of it’s branding. Hallmark’s memorable crown logo is one of the reasons that Hallmark comes to mind so quickly when you need to buy a greeting card. It is simple, bold, looks good in either color or black and white, and bespeaks the quality required for something to be stamped with a hallmark, so it works well with the company name. While the image might not have communicated the nature of the business when it was first created, it certainly does now. Effective branding is essential to building a professional image.

There are two key elements to corporate branding:

• A logo design that’s attractive, easy to read and memorable
• A great tag line

Keys to a powerful logo design:

• Has a strong, balanced image with no little extras that clutter its look
• Is distinctive and bold in design, making it easy to see at a glance
• Has graphic imagery that looks appropriate for your business
• Works well with your company name
• Is done in an easy to read font
• Communicates your business clearly
• Looks good in black and white, as well as in color