What's a “Good Logo”?
A well-built logo will be original. It will be custom designed to reflect your organization’s style, values, products & services. A cheap logo, created by a mass production source, likely using universally available clip art, which has likely been used by other organizations, will be anything but "one of a kind". It will not reflect your organization's specific values & style. A well-designed logo should be unique, attractive and (somewhat) timeless.
A well-built logo is an important part of creating consistency. Fonts, colors, patterns, textures, etc. can often be applied across all of your company’s materials. By doing so, your business will have a unified presence across all of its media, further establishing your company’s professional appearance.
It is absolutely necessary for a logo to have a meaning, to present something specific and unique to the subconscious mind of the consumer, to set your organization apart from the competition.
How Is Brand Identity Different From A Logo?
Your finished logo will be used in many different circumstances. From simple Business Cards or Product Labels through Websites and Videos, your logo will remind customers of the quality of your brand, products, and service.
A brand identity is the complete visual style that is used to represent an organization. While repetition and consistency is important to the presentation of your logo, there are many additional elements that will be part of a complete brand identity, such as fonts, colors, imagery, etc. The effective use of all visual elements, including your logo, is "Brand Identity"
What Is A Brand?
The word "brand" is more difficult to define. Complete Branding includes your logo and the full visual style created by a strong brand identity. Branding also includes numerous other areas that are not included in your organizations visual design style. These may include written content, messaging and storytelling. Customer service style and customer experience is also a part of your brand. "Reputation" therefore also becomes a crucial element of defining your organizations brand.
Think of "brand" as your organizations "self-definition" and "business style" combined with the public's perception of your organization. You will never have complete control over your brand. You can only control the image you create. The rest of your brand is defined by the public.
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