So what actually makes a good brand identity? Not every identity shares all the attributes here that I am about to list but the best ones share most, if not all of them.
- The logo itself must be uniquely identifiable to help distinguish it from the competition. Think of how many brand messages you are exposed to each day, for example on a public transit ride, in a grocery store or surfing the web.
Remember it’s not necessary to make your identity represent exactly what your company does.
- It should be simple enough to be instantly recognisable. Can you easily picture in your mind’s eye the Apple logo? When we can easily recall and remember an identity, we form positive reactions to it that lead to feelings of comfort and trust.
- It should draw the viewer in with pleasing aesthetics that appeal to the intended audience.
- It should use shape and colour to enhance recognition and emotional response. The Nike swoosh creates an image of energy and dynamic power and Coca Cola uses red to suggest energy, life and vitality. It’s hard to imagine either of these identities without their signature shape or colour, imagine coke in the pepsi style it just doesn’t look right because these logos have somehow been carved into our minds .
- If possible there may space for a hidden element or meaning that demands attention. Have a careful look at the FedEx logo. The negative space between the capital E and the lower case X form an arrow shape. This subtly portrays forward movement and is ideally suited to a shipping company. We naturally want to try to figure out the meaning of these kinds of identities and the more time we spend with them, the more familiar they become.
- It must be culturally relevant. Certain symbols and colours have very specific meanings to different cultures. For instance, in the Western world we are very familiar with the Red Cross Society. In other parts of the world, the cross is replaced with a crescent and the name changes to the Red Crescent Society to be more sensitive to followers of the Islamic faith. I should make sure to do some research ahead of exploring a creative direction that could cause problems in an increasingly global marketplace for both myself and Bleu.
- It will stand the test of time and not date itself quickly The CN logo is an example of an identity that is timeless in appeal and not be subject to changing trends or fashion. Most companies or organizations would do well to follow this route, but there are always exceptions. For example, certain product brands will be more fashion-forward in their approach to capitalize on the latest fad or trend.
- It should be easily reproduced across a variety of media, both in print and online, and at a variety of sizes. What is legible on the side of a truck may not work as well when reduced to the size of a favicon in a browser address bar, This is probably the reason why I’ve been asked to create a stylesheet, complimentary slip, business card and letter head. A complex identity with gradients and transparency may work well on a web page, but may prove difficult to embroider on branded apparel. A well-designed brand identity system is flexible enough to easily accommodate different methods of reproduction and sizes. The logo should look well-designed in just black and white.
Researched and Referanced from: www.hpcaonline.com
This research has helped me more understand on how I should approach my branding and what designing tricks I should use to make the logo powerful.