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The logo and visual identity are the ABCs of brand image and the first projects created after the strategy is approved. They set the path for subsequent projects – weights, colors, and fonts. They are like a nut from which the entire tree will later grow.
The strategy must always come first because it tells us “what it should be” – Heavy or light? Simple or ornate? Modern or traditional? Casual or elegant? These guidelines are essential for designing, but they only define the general atmosphere of the brand, the impression it should make. This effect can be achieved in different ways, and it is resolved at the stage of designing (and choosing) the logo.
1. Simple The logo should symbolize, not illustrate, the brand. Trying to tell the story of the company and its work within the logo is simply impossible – it leads to incomprehensible and non-functional marks. Often a good approach is to choose one or at most combine two meanings in the logo. They will give spirit to the brand and illuminate all its materials.
2. Distinctive The logo should characterize this particular brand, not another, so it must be distinctive. A circle or a square is not enough to make it distinctive and convey a message. You also need to be careful with motifs that are heavily used in the industry where the company will operate. Reproducing clichéd motifs (even if executed a bit differently) can lead to confusion and certainly will not give the brand uniqueness.
3. Scalable A logo is not a picture that hangs over a fireplace. It is a functional mark that will be used in various sizes and methods of reproduction. Whether we print it on a truck or a pen, it must remain legible.
4. industry-specyfic You cannot afford to stray too far from the industry – the logo (and thus the brand) will become incomprehensible. Designing is balancing on the edge between what is unique and what is communicative.
5. In line with strategy The task of a brand is to differentiate the company from its competitors, who often offer very similar services or identical products. Nonetheless, one brand cannot be a clone of its competition and can offer customers some added value (real or emotional), which will be the reason to buy from it.
We distinguish two (and half) most common ways of building a logo:
1. Logo with Signet A classic structure where the logo consists of an “image” that distinguishes it and the company name next to it. In this structure, it is usually the signet that constitutes the distinctive element of the logo, and the name can be more neutral, often simply written in a well-chosen font. Such a logo structure is most commonly found among large brands that take advantage of their global recognition and try to limit identification to the signet alone. Unfortunately, this is not possible for small or local brands, and it is recommended to use the logo in its full form.
2. Logotype A mark where there is no signet, and the brand’s character is determined solely by typography. In this convention, it is necessary (and even required) to ensure that the company name is written in a distinctive and unique way. It is not enough to choose some “cool font”; the form of the letters must be unique – constituting an original design.
3. Hybrid Logo Such a mark we used by Wizualni – built from letters but with a distinctive feature that, although not an independent signet, can fulfill its function. Notice that the eye motif moves within the logo, and in its full form, it is placed over the “i”, but in the brand’s decor, it shifts above the “W”.
What is a tagline? A tagline is not a separate method of building a logo, but it is a possible, though not necessary, element. It is a note that often appears under the logo, defining the industry or serving as the brand’s slogan. In the Wizualni logo, it appears only in some projects where the brand does not have sufficient context – for example, on business cards.
Visual identity is a collection of design elements that a client encounters when interacting with a brand – business cards, email footers, letterhead, folders, offers, contracts, and even signs and direction boards. The identity is the primary carrier of the logo – its extension into practical, usable forms. When designing visual identity, it is also important not to forget a few principles:
1. Consistency We will repeat this principle endlessly in the context of the entire branding process. Consistency between elements is key to the credibility and very existence of the brand. It pains us to write this, but consistency is even more important than quality – a brand that is ugly but consistent will work better than one where every element is from a different set.
2. Personalization Different industries and different companies use different elements of visual identity. A dental office will use different brand carriers than a moving company. If branding is to be dedicated, effort must be made to adapt the identity to the company that will use it.
3. Completness To achieve the effect of synergy, it is necessary to follow the entire client service process and identify all brand elements that the client will come into contact with at any stage. Only then can identity continuity be maintained and the client not exposed to so-called cognitive dissonance.
4. Technical execution In the case of printed materials, appropriate printing values must be ensured. It is not enough to just press “print”; it is necessary to know what effect you want to achieve and choose the format, type of paper, type of refinement, and print run accordingly. In these choices, it is worth trusting the agency you have chosen, as printing is often terra incognita for most entrepreneurs.
We listen to our customers to understand their needs well and find dedicated solutions. Every person and every business is different. Even similar problems often require different methods to be effective. A good briefing is the foundation of the service.