The brand is a visual description of your business. It sells the service and product that the company delivers.
A brand must be visually pleasing, but it must also follow important design rules to be functional. A good brand must have harmony, simplicity, alignment, be timeless, monochromatic, be applicable on various platforms, and respect the basic principles of design.
Example: A relaxed and colorful brand can be for children, and a brand with neutral colors and straight shapes can be for an insurance company. But consider the impact if the colors and shapes were opposite. This might give the customer a misconception about the company.
A brand is not just a design, but a collection of various ideas and aspects about a person or company, a brand with strategically thought out and well-developed concepts is synonymous with a strong and successful brand.
Think big brands of your day to day. They are simple, which makes them easy to remember, but they are also unique, which sets them apart from all other brands on the market.
Your company name is as important as the look of the brand. It must have good pronunciation, be unique in it's following, and most importantly, be creative. This is the most difficult step in the creation process. The first step in choosing a good name is to define the concepts and memories that the company should refer to.
A company that sells cars must be safe, effective, reliable, etc. But all of this company's competitors will also have these same characteristics, or at least sell the same idea.
Think about the biggest companies you know and research the stories behind their names. Some are simple, some with incredible stories, and some incorporate word invention!
Nike: Founded in 1972 by college track coach Bill Bowerman and his partner Phil Knight. Nike is named after the goddess of victory, Nice (Niké). The company logo is similar to a wing, in reference to this goddess. The symbol was created by young design student Carolyn Davidson in 1971. It has undergone some changes since then, but the brand is still quite consistent and timeless.
Tip: Use a short name. And if you want, add a tagline to describe the company.
Company Name: Art Effects / Tagline: Graphics & Signs
A tagline goes into disuse after some time. It is not the company name, it just serves as a compliment. (LLC is not required for commercial logos, only in official documents)
Founded in Japan, "Sony" mixes the word "sonus" in Latin, which means "sound", with the Japanese expression "sonny", which in the 1950s described a young man who was "intelligent and presentable."
The creator of the company, Jeff Bezos, wanted a name that had the initial letter "a" to appear at the top of any alphabetical list. He found inspiration on the Amazon River: he liked the idea of using the name of the largest river in the world to represent his ambitions in business.
The name of the coffee network has literary inspirations. It comes from the famous book "Moby Dick", by Herman Melville, where there is a certain Captain Starbuck (without the "s" at the end). The brand is an homage to the seas and old navigators and explorers who transported foods, merchandise, and coffee, of course, between continents. This sea reference also appears in the two-tailed mermaid present in the logo.
The use of rulers and grids is not mandatory in all projects, but each professional follows a certain alignment for the harmonic composition between symbol and typography.
In the briefing the designer understands how the company works, which audience it serves, which service it delivers, and how it offers its product to its audience. It helps us understand the history of the company and its objectives. We learn to understand the customer's need and what they want the brand to communicate: speed and efficiency, family values, futuristic modernity, etc. Every branding process is based on concepts, which are supplied by the client and developed by the designer.
The briefing should be completed calmly and with as much information as possible. This is the most important step in project development and should be taken seriously. In the briefing, the client must represent the company in written form so that the designer can transform it into something visual. The design process respects the customer briefing, but also follows design rules that cannot be forgotten.
Researching the names and brand creations of big brands such as Adidas, Sony, Starbucks, Amazon, etc. can be very helpful in filling out your own brand brief.
The function of the designer is to solve problems in visual ways. The logo serves as a representation of a brands product.
All cultural background and research will be put into practice in development. Taking into consideration the study of colors, typography, visual elements and rules that are extremely important for creating a brand, that only an experienced professional can identify and put into practice.
From the briefing and study of similar companies, the designer knows exactly the way to go for the project. Initial brainstorming between the client and the designer is very important for the development of a good project.
I want a new brand
for myself or my business
The first step in creating your new brand is to fill out our briefing. If your company does not already have a name, use our tips or contact us to know more.