What is the secret ingredient that makes a memorable iconic corporate identity / logo design?
In my experience it comes down to a lot of hard but fun research and design work combined to a very good relationship between the client and the corporate design studio or integrated design agency.
What should a potential client looking to refresh their organisation be looking for in a corporate design studio or integrated design agency?
Its very important from the start that the client feels that their organisation / company is in safe hands, after all this change of direction will and should have a considerable impact on how the company is perceived and their margins increased.
Next research is all important with either and established or start up company, what is already in the market and how can you stand out from the rest? Do you follow or do you lead your competitors? What are your goals and expectation of the refresh or new branding?
That in fact brings us on to the bigger picture “branding” it is not only the corporate logo but the whole shooting match that must be considered. No point redesigning your logo and forgetting to have a branding and marketing strategy to support it.
The best iconic corporate logo design or branding will do nothing if not marketed in the correct way. It’s a bit like a super model dressed in expensive designer clothing but standing in a blacked out room, she looks fantastic but no one else can see her!
We will cover branding next time now back to ticking the boxes. This phrase is all important especially when there are so many hurdles or boxes for organisations to tick before a potential project or tender is won.
If your organisations image is already projecting or ticking these boxes the lucrative deal might be just a little close to your grasp.
So it’s defining what your organisation stands for and projecting these in a positive and clear design that is instantly recognisable to your market place.
This process might have to be achieved in several steps or evolutions of the original logo. So for example the full name of the company might initially need to be shown along side an abbreviation. Then in time once the brand has built up market recognition the logo design evolution would be to drop the full name of the company to a simplified iconic logo of initials.
Hopefully you get the idea – that’s it for now next time branding.
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