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 is the central visual imprint of their core values—an immutable law of branding that demands one’s logo be simple, conceptual, memorable, and enduring. 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 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 verbally. 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 marketing communications that reflect the brand’s core values and characteristics.
It’s been said, “Products are made in the factory, but brands are created in the mind.” The brand is a constellation of values that go beyond the physical attributes of the product, service, or organization. It includes goodwill, perceptions, credibility, and trust in establishing a relationship with customers and users alike. The principles of branding are universal across virtually every business enterprise.
Marketing is what a company or an organization is in business to do and should be considered its ultimate objective. Marketing is about building a brand in the mind of the customer and/or user. Everything an organization does contributes to [or distracts from] the brand-building process. This includes the logo, visual identity, collateral materials, advertising, packaging, exhibit displays, signage, web site, public relations, product development, customer service, etc. It can even include, for example, how the phones are answered.