How to Build a Brand Part 3: Create and Integrate

As a business owner, you have the creative freedom to delve into different colors and design options for your business logo. That freedom, however, can be paralyzing. How do you design a business logo? Should it include text? And how do you know if your newly designed logo speaks to your brand’s image?

In the final part of our “How to Build a Brand” series, we’re discussing the creation and integration of your branding elements. From the logo and tag line to the colors and overall theme, your branding elements must match the voice you’ve developed for your target audience. Whether you’re creating the logo yourself or hiring a professional, we’re helping you develop a design that will stick in the minds of your consumers.

Brand Logo Design

By specifying your target audience and developing a brand mission, you’ve created a brand identity. You want your logo to communicate your brand’s personality the same way your web copy and imagery does. Consider these key elements as you craft your brand logo:

  • Why the company was originated
  • Company beliefs and values
  • Unique aspects of the company
  • Three words to describe the company

Whether your company is a team of one or you’re one of many, get everyone’s thoughts on these key points. The creative process works best when everyone is heard, and you can feed off one another’s ideas.

When it’s time to put your ideas in logo form–think like your audience. If you’re marketing to a group of on-the-go millennials, you’ll choose colors and typography that’s different than if you’re targeting C-level executives.

Less Is More

Keep your logo simple. You want a design that is based in minimalism. With social media playing a major role in how we interact with and view brands, you’ll also want to create a responsive logo design. Whether your brand is being seen on social media channels or a responsive HTML email, it’s crucial that your logo adapts to any screen. The core elements of your logo include:

Shape: Remove any unnecessary lines or shapes in your first draft. Use as few lines and illustration as possible to display the brand image.

Color: Colors are used strategically in marketing to evoke a specific feeling or emotion from the target audience. Blue is the most used color in Fortune 500 logos as it’s associated with trust and loyalty. The color of your logo is not a design decision to take lightly. Between 62 and 90 percent of a person’s initial assessment of a product is based on color alone. Consider the color list below and the respective word associated with the hue. Which emotion do you hope to spark in your consumer?

  • Red: Urgency, excitement, passion
  • Blue: Reliability, security, trust
  • Green: Growth, health, power
  • Purple: Royalty, tranquility, respect
  • Orange / Yellow: Optimism, caution, impulsiveness
  • Black: Authority, intelligence, stability
  • Grey: Practicality, solidarity
  • White: Purity, safety, cleanliness

Brighter colors are often used on business websites when an action is desired, like a landing page or lead capture. For web pages that are informative and require a lengthier time on site, darker colors are best to make processing information easier.

Typography: The font style, size, and weight used in your logo makes an instant impression on your consumers. The typography should be easy to read, stand out, and spaced appropriately.

Integrate The Elements

Once your brand logo is designed and launched, use the image across all platforms. You’ll need different sizes, backgrounds, and color schemes. Prepare the logo on transparent, white, and black backgrounds. The logo should be crafted in its original color, white, black, and grayscale.

Create the different logos during your brand develop so you’ll have them on hand when the need arises. You’ll use the logo in several spaces, including marketing emails, social media, website, blog, company newsletters, and more. Nine out of ten consumers expect their experience with a brand to be similar across all platforms and devices, so being consistent with your logo increases your brand awareness and meets a consumer expectation.

Your branding voice should be carried throughout every aspect of your content and marketing. As you grow your brand awareness, your target audience will take note of what makes your brand unique. Understanding consumers’ preferences will help you develop a brand and logo that registers with your target audience.

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