A lot of designers sell the logo design as key for any of the business looking to rebrand and create the company’s identity. And this is true to a few extents; however the logo is as strong as a brand. You might have best logo in world however in case, the marketing material doesn’t portray same message as well as emotion, and then logo is fighting the loosing battle.
For instance; you want to find the perfect house and in case the company logo represents facade of the beautiful house in market then you will want to enquire more. However, in case the interior didn’t strike same emotions since rooms weren’t decorated with same style throughout, people might get deterred to look over, let alone think about the future with house.
Orange have strong brand. Its logo is simple & bold but can very easily get lost amongst world of the logos. But Orange’s strong brand has made it instantly recognizable company in the competitive market. From the use of the strong black backgrounds to simplistic crisp orange Helvetica typeface, you immediately know while you are looking at the Orange literature. Logo is not interrupted or else crowded on the page. Even the photography needs some inspirational style. More proof that Orange brand works, is in case you remove Orange logo from the literature you can still tell whose marketing was done for.
Over years I have already worked with Brand Guidelines of lots of large companies. I should admit, there are times when I have actually cursed large bibles of do’s & don’ts. Stick to this grid, color palette is grey, black, as well as red; logo should appear here unless it is next to that and so on. As designers we have all been there at a point, and when you have felt restricted however, you would like to make something very unique.
As much as the designers complain, all these guidelines actually do play an important part. Work looks consistent that is very important whenever there are the multiple design agencies on board. Guidelines prevent brand to be diluted, confused in the styles as well as keep range of the marketing materials all as the family.
It is true, that the logo design is very important; however this is just the door to business. Brand is a whole picture. From colors and photography to marketing message, which makes the company brand great.
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