A thing is certain, a business can not survive in today’s marketplace without being noticed by its uniqueness, message and image. The identity of an enterprise can mean its success or decline by a simple image to which it is linked. Often neglected, the brand is a significant element for a company’s balance, and the more it is “imposing,” the more the business will gain.
Characteristics of a BRAND
There is a long list of features that make up the complexity of a brand that, although it looks like a simple picture associated in most cases with a specific name, has the power to change the fate of a business. Among the most important aspects of a visual identity are:
- The message sent
A simple word or even a few adjacent letters can convey a whole story. Thus, once the type of enterprise has been established, the most challenging part is the choice of a name that briefly and strictly reflects the scope, quality and complexity of the product or service offered. The graphic aspect and the image next to the composition are also very important elements, being visual artifacts that reinforce the idea of the realized concept. Whether it is a small symbol of significance or a complex image, the structure must blend harmoniously and be “pleasing to the eye”.
- Product / service quality
Depending on the field of activity, a logo has to convey a message, a story about what we offer, and the way the brand is presented can be very diverse. From “playful” logos in which the idea is conveyed in a simplistic way but which brings customers closer to the services offered by inducing a comfortable state to the most sophisticated and elegant identities that show seriousness, punctuality, premium service, every logo must be unique in expression, depending on the enterprise it represents.
Power to sell
Probably many of the strongest names in the global market would not have been able to achieve this performance without a logo. Let’s take an example of the Fast-food chain market. We all know what the McDonald’s logo looks like. Being a logo as simple as possible, he had the power to sell the product in a colossal way. From a compositional point of view, the chosen colors are yellow and red, the letter “M” arched conveys the idea of the fried potatoes they suggest and the red color is the tomato sauce. These combined elements give the idea of the product that they offer.
The graphic elements of a visual identity
When we talk about the visual identity of a company, we do not refer only to the logo, but to all the products and means of expression of the company. This may mean color, specific geometric shapes, messages sent in the chosen register, and so on. From a business card to the design shown in the web site, the layout must be linear, orderly, and the elements must bind and conform to the image set in the company identity.
Brand oriented to customer needs
When choosing an image to represent our business, we need to take into account a crucial factor, namely the public we are addressing. The first instinct we have when designing a logo is that it is relevant to the product we have. But the question is: “Is it quite convincing?” The primary goal of a brand is to sell, which means that the logo must suggest quality, seriousness, efficiency, but not least, a closeness to the customer, all of which elements must be found in the image of a business.
As a result, a brand is a way of identifying a business in the market whereby the logo, graphic elements belonging to the business as well as the message sent by them will weigh heavily on the success of an enterprise.
