Some Thoughts on Branding and Logo Design

“The best identity programs embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture–a constant symbol of its core values and its heritage.” -Alina Wheeler (Brand Consultant, Author and Designer)

The statement quoted above really reflects what we here at Senci Design are invested in. We see branding and the associated design to be more than an added value. Our objective is to portray the company’s image in a symbol, a collective summary of more than what the company does, the ideals it represents, the feeling it wants to share, and the people who make the company what it is.

“Design advocates the future.” –Bill Stumpf (Designer)

Design is a really powerful tool; it can alter perceptions. It provides companies with the window of opportunity to showcase them selves in the best light. Design engages with the target audience and can express qualities about a company. Brands can eventually create a sense of trust through these perceptions which begin with that initial glance, that second or two when a client takes in a company’s symbol, assesses its quality based on that instinctual feeling and decides to look further or look away.

“Symbols engage intelligence, imagination, emotion, in a way that no other learning does.” –Georgetown University Identity Standards Manual

A quick example of this theory is when a customer chooses to buy brand-name versus generic brand despite both products having the same ingredients and the generic brand being noticeably cheaper. The customer recognizes the company’s image and has in time attributed feelings to this image choosing to trust the brand despite the facts.

It starts with a logo, an image that becomes ingrained in the customer’s mind as the face of the company. We take the time to hear each company’s story and really look at what they represent because we know how much it truly matters.