The Logo and Brand Design Process Explained
You are starting a new business, a new program, an event and need a logo. Well, that’s not all you’ll need. That’s why logo design is often part of a brand package and brand strategy. Brand is a buzz-word and is often misused. Let’s understand it first from the man who literally wrote the book on branding, Marty Neuemeier.
Brand: “A person’s perception of a product, service, experience, or organization; commercial reputation”—The Dictionary of Brand by Marty Neuemeier
Branding: “Any effort or program designed to increase value or avoid commoditization by building a differentiated brand”—The Dictionary of Brand by Marty Neuemeier
Brand Strategy: “A plan for the systemic development of a brand in alignment with a business strategy.”—The Dictionary of Brand by Marty Neuemeier
Note: Don’t contact a designer to create a logo as your first step for “branding” your business. Logo design follows a brand discovery or strategy session. It’s typically one piece of the design puzzle. There’s more thought and reasoning behind a design than a favorite color or family crest.
Remember, you’re wanting to appeal to your ideal client, not to yourself.