Logos, brands and work marks explained
A brandmark is a symbol that sits with a brand. Some brand are typographic based such as the Science Museum and in fact our logo, Hello Lovely, which uses P22 Zaner as the font. Other logos may use a mark such as the Cambridge Schools Chaucer which Berenice designed (shown here on one of the book covers).
Brandmarks can be literal, abstract, symbolic or designed through a play on images or words. They tend to fall into categories based on creation and use.
Signature marks create a relationship between the words and the mark. Clare Wilson's Profitkite logo brings the use of a kite together with her business name,
ProfitKite designed by Hello Lovely
Word marks are a play on acronyms or the name, designed to play with the letters to create an identity. Google and the Tate are great examples of both.
Letterforms use shapes to show a shape, using the positive and negative spaces. HP is an example of a branding trial that was consigned to history until 2016 when it was given new life.
Emblems and pictoral marks are pictures that create visual links. Apple's logo with the bite has remained consistent since it was a rainbow stripe on a Mac Classic way back in the 1990s.
Abstract marks convey an idea through shapes and ambiguity. Jemima Willcox's logo, designed by Hello Lovely uses a stylised shutter.
A logo is all about identification. Logos are created around the product or service and aim to identify, not explain or sell. A logo is not a strategy, but rather a company’s 'face' to the world. Logos must be memorable, simple and timeless, leaving room for what the logo actually represents. Busy and complicated logos that are poorly designed simply distract from what is actually trying to identified.
A company’s logo and identity are wedded together. When talking about identity, we are talking about stationery, marketing collateral, packaging, signage... anything visual. Identity is the vehicle for a logo and, just like a logo, is purely for identification purposes.
What's a brand then?
A brand is an ethos behind what a customer feels, sees and tastes when they interact with your company on any level. It is your business beliefs and goals. As you might guess, a brand really is your personality and along with that personality comes numerous associations so it has to work a lot harder than your logo.
Brilliant branding is a big step forward because it is something that is open to public perception and therefore critique. A creative will form the foundation of the visual brand, it's the audience who shape it. So it's really important that goals, ethics and image connect to the brand.
Understanding how you and product or service are seen enables you to make informed branding decisions and develop a brand that will endure and remain timeless. It should be ubiquitous, consistent and follow a strategy. Make it engaging.
How to brand a small business
For small businesses branding is daunting. What does a thoughtful and impactful brand look like on a small scale for a small business? It's about creating a positive perception through clear, concise and consistent communication. Having a huge budget actually doesn’t mean you have a better brand. Being a massive global business doesn't make any difference. Or a luscious logo. Communication and a positive experience for your audience are what makes a good brand.
