Your logo, colour palette, typography, image style, tagline, voice, and tone should be unique to your company.
It's your reputation.
Your brand identity
A strong brand identity has a huge impact on a business. A logotype is not enough. The process of creating a brand identity enables the client to redefine what their brand is all about, what it stands for, how it is different and how to communicate this.
By creating a brand identity that covers the look and feel and tone of voice across all the online and print marketing, packaging and advertising it helps people understand what they are offering and to differentiate themselve. That look and feel would cover fonts, colour pallet, icons, patterns, shapes photography style and other brand assets created for use across all their marketing platforms, helping to build a bigger picture to communicate their values in more ways than just a logo can.
Logos originated from trade marks which were a more literal straightforward interpretation of the service or product sold. As consumers now make decisions based on more complex reasons brands want their logos to be platforms for free interpretation.
I get started by creating a mood board, you can send me any designs or colour ideas. From there I create 4-5 logo variations and we work together to make sure the final logos are perfect.
Once we have the final logo designs I continue to work on the brand guidelines booklet.
This is essentially an instruction manual and rule book on how to communicate your brand. It will lay out all the visual details, as well as important notes about the company's voice, tone, and messaging.
When it comes to building a memorable brand, consistency is everything.