After the first briefing, we get together and brainstorm on what we can come up with regarding the concepts, characteristics, and traits we have been briefed on. Then we start working immediately on the first draft. Objective and pragmatic or rather playful and funny or maybe sporty and active? Every company has a personality, which is expressed first and foremost in the logo. It is what customers see first and how they recognize a brand. The logo gives the customer a first feeling of who or what he or she is dealing with. Colors and shapes play an important role. We tend to associate green with nature, and environmental awareness and is generally a positive color; therefore green is the color of hope. Red, on the other hand, has a slightly different effect on us; red tends to symbolize emotion and stimulation. We perceive curved lines as more playful, while angular shapes are considered soberer. All of this needs to be taken into consideration when designing a logo.
Nerd Facts
We've created an area here where we go a little "deeper" into the topic. It's not a blog, but a page that explains in a slightly more detailed way what the individual terms we use actually mean.
Logo design
What represents the brand
Even when rebranding, adjusting the typeface can make a huge difference. We went from a broad, rather angular blue logo to a rounder, more refined, more modern red LONGO, for example. The letters are longer and softer and emotional red, rather than cold, technical blue has been chosen.
When we see a curved red lettering, we get thirsty right away and feel the chilled carbonation of our favorite soft drink on our tongues; when we see a slightly tilted "made it" hook - we know "just do it" and seeing yellow arches on a red background, we picture a clown in a red and white striped suit dancing in front of us and we want to have a burger. These are examples of successful brands of which we know, just through the description of the logos, what brand we are referring to. This is the goal of well-done branding: to make the brand instantly recognizable.
Corporate Design
The red thread
To create a comprehensive image of the company, a strong corporate design is needed. And this can only be created if everything is consistent and if all elements are arranged in a homogeneous way. If this happens, it is obvious to people which brand is being represented. To be efficient and to fulfill its purpose, the corporate design must permeate the entire company. Values and the identity of the brand are communicated through corporate design. The target audience must feel addressed and be able to identify with the brand. How and where is the logo positioned, how and where may it be used and how not?
Corporate design is the company design, the visual representation of the company to the outside world, and contributes significantly to the formation of a harmonious corporate image: corporate branding. The personality of the company and its corporate identity is emphasized by the corporate design. We are aware of this, take it into account, and not only specify it, but also ensure that letterhead, business cards, notebooks, envelopes, and other printed business materials and business documents are created in a uniform design.
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