Branding & Design
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Your Logo, Your Brand

Today our own Graphic Designer & Brand Specialist Scott Rogers weighs in on what you should consider for your logo and branding…

When you request a designer to create your logo, you are asking that person to create your brand, meaning your company’s “face” or identity. For more than a decade as a designer, I have interacted with all sorts of clientele. Some just leave it up to the designer to make something that just “looks good.” Others know their business (far better than I do) and really guide the designer through every ounce of detail, thus being very precise on the small things – which is good!

However you choose to communicate with your designer, the outcome for your brand has to go beyond your expectations and distinguish the identity of your business. In other words, is your brand recognizable? Will someone that runs across your logo immediately associate it with your company?
As a business owner, you should be proud of your logo and branding.

(From upper left to right) Michael & Pings Modern Chinese Take-out Sign - Brooklyn NY, Planned Property Management rooftop pool - Chicago, Baddeley's Pourhouse Cake - Long Beach CA, Turf Tavern sign - Scotia NY, Battery Park bar & lounge logo - Boston, The Roots jam session pre-grammy party - Hollywood CA.

In my experience of creating logos for clients of local businesses to international companies, I feel there is nothing more satisfying for a designer than to see his or her work utilized in print, signage, and in other forms of branding. Consider ways that your companies logo design will be made public. From the bottom of a swimming pool to the form of a cake, how will your logo reflect what your brand is trying to say?

Thanks, Scott, for your design expertise!

Published on: July 14, 2011