Do you have a logo or a brand? Here at Flywheel, we put logos on everything from drinkware to apparel to electronics. But a logo goes deeper than just the mark you see printed on your shirt pocket or side of your pen.
What is a logo?
It’s never been easier for business owners to get their hands on a logo quickly and at a reduced rate given the growing number of websites and freelances that now offer this service. A logo is defined as the visual representation of the brand simplified as an identifiable mark. A logo is often comprised of symbols, words, colors, forms, and shapes.
What is a brand?
A brand is all collateral surrounding that logo. Gut feelings, expectations, stories, relationships, behaviors, partners, and memories are just a few components of a brand. Jeff Bezos, the CEO/Founder of Amazon said it best, “Your brand is what other people say about you when you are not in the room.”
The iconic Nike swoosh is quite possibly the most often cited example and most memorable logo. But that swoosh says so much with no actual words. The mark creates hype, it motivates, cheers for the underdog, and says “no matter what comes your way, just do it.” The message the swoosh gives us comes not from that specific little mark, but from commercials, partnerships with athletes, behaviors of people wearing the mark, just to name a few. As consumers, we have an expectation of what comes with a swoosh.
Another example is the outdoor brand Yeti. Yeti is a simple logo with no graphic mark and a minimalist color scheme; however, consumers are willing to shell out $40+ because of the lifestyle that Yeti promises without saying a word. Coolers and stainless steel coffee mugs can be purchased at discount stores for a fraction of the price, but they don’t come with the unspoken experience factor.
So the next time you see a cooler logo on the back of someone’s car or truck passing by, let that be a reminder of the power of branding.
Suggestions For Business Owners
If you are a new business owner, planning a brand is the first step before a logo is introduced. It’s foundational. What does your brand stand for? What do you want people to feel when they see your brand or logo? How do you want them to describe your brand to their friends?
Brands fall short when adequate planning is removed from the equation and full identities are merely seen as a logo and nothing more. Without strategy and true brand development, a logo can quickly become meaningless and fail to connect with your intended audience.
You can put logos on shirts and signs all day long, but it’s brands that really tell a timeless story.
How Do I Get Started?
Do you need help with logo and brand identity creation? We offer a full range of creative services. Click here.
Already have a killer logo/brand and need help getting it on items to pass out and increase your brand awareness? Need to showcase your identity through a video that connects? Contact us for a specialized quote for your company.