Think strategically before acting creatively.
Visual Intelligence is reflected in the power of a great identity. Our clients’ trademarks are a constellation of brand values that go beyond the mere physical attributes of their products and services. Their identity design is the central visual imprint of their core values—an immutable law of branding that demands one’s logo be simple, conceptual, and memorable. Getting there is never easy, but its worth is immeasurable and why “the simplest designs are the most difficult to create.” [Paul Rand]
A logo is a mark, symbol, and/or a type treatment. A logo design should help define the product, service, or even the industry in which it competes. It can communicate a primary benefit or unique product feature. It should be compelling, memorable, simple, and clearly communicate. It should also be long-term and enduring. Some logos even offer an element of discovery—a device that reveals more than meets the eye.
An identity is the overall look and feel of one’s brand, both visually and in messaging. It often utilizes some or a combination of the following: colors, design, typography, photography style, and messaging to communicate tone and manner—the personality of the identity marketing communications that reflect the brand’s core values and characteristics.
There are a number of brand or market circumstances that warrant making changes to one’s logo and identity. These include: Low consumer loyalty or diminishing market share, Outdated brand image, Inconsistent brand image, Introduction of new products or line extensions, Significant changes in the competitive set, Significant changes in target market demographics or psychographics, Introduction of products into new markets, and Increased resources available to enhance a neglected brand image.