Business tips | eavstudio

A logo is a graphic element that represents a company or brand. It is the foundation of a company’s visual identity and can greatly impact how a company is perceived by the public. An effective logo is key to establishing a company’s credibility, differentiating it from competitors, and building brand recognition and loyalty. However, a logo will not be memorable and effective in the branding endeavour if it is not considered as part of a larger visual identity system.

The importance of a visual identity system cannot be overstated. A visual identity system is a set of guidelines that dictate how a company’s visual elements, such as its logo, typography, colour palette, and imagery, should be used in order to create a cohesive and consistent brand image. This system ensures that all visual elements work together to effectively communicate the company’s brand and message to its audience.

One of the main benefits of a visual identity system is that it helps to build recognition and recall for a company’s brand. When a company consistently uses the same visual elements in all of its branding materials, it becomes easier for the audience to recognise and remember the brand. This is especially important in today’s digital age, where there is an overwhelming amount of information and content being consumed on a daily basis. By using a consistent visual identity system, a company can stand out from the competition and make a lasting impression on its audience. Read more about brand guidelines here.

A good designer or agency will be able to create enough visual variety for a brand to be visually consistent without it being monotonous and boring.

A visual identity system also helps to establish a company’s credibility and professional image. When a company’s branding materials are cohesive and consistent, it conveys a sense of professionalism and attention to detail. This can help to build trust with the audience and establish the company as a reliable and reputable brand.

In addition to building recognition and establishing credibility, a visual identity system can also help to differentiate a company from its competitors. By using a unique and distinct visual identity, a company can set itself apart from others in its industry and create a strong and memorable brand image.

However, it is important to remember that a visual identity system is more than just a logo. While the logo is an important element of the system, it is only one piece of the puzzle. In order to be truly effective, a visual identity system must include guidelines for all visual elements, including typography, colour palette, imagery, and more. These guidelines should be followed consistently in all branding materials in order to create a cohesive and consistent brand image. A good designer or agency will be able to create enough visual variety for a brand to be visually consistent without it being monotonous and boring. Read here about style here.

In conclusion, a logo is an important element of a company’s visual identity, but it must be considered as part of a larger visual identity system in order to be truly memorable and effective in the branding endeavour. A visual identity system helps to build recognition and recall, establish credibility, and differentiate a company from its competitors. By consistently using a cohesive and consistent visual identity system, a company can create a strong and memorable brand image that resonates with its audience. Click here to view Brands that have great visual identity systems.

It’s always great to work with clients that have an incredible optimism and energy towards their new venture. Yet sometimes there are clients with a bad enthusiasm. They approach an agency or freelancer with the wishes of having a funky logo that stands out and can communicate all the dreams, aspirations and intentions they have. These goals are great, though naive, but that energy is much needed for great brands to form. It is when working alongside certain clients their eagerness tends to get in the way of these aims. Designers are thought to make pretty pictures, and their work to be about their preference of aesthetics. Often, when designers have been hired their skill set in visual communication is overlooked, which if otherwise utilized ultimately means sales.

Business owners often want their logo to communicate all the dreams they have, however they do not understand the intricacies of how brands work, ie; what the function of a logo is, or how the visual elements applied consistently create the identification of the brand, etc. Much like a person who goes to the mechanic and tells him that the fuel pump needs changing because they are convinced it is causing their car to stall. Or a patient that goes to the doctor to ask the doctor for medication because they are out of breath after walking upstairs. The hopeful client will steer the ship off course if designers are inexperienced or become apathetic.

Clients are never blind to great brands nor great design, however, they are unaware of why things work and why others don’t. And during the design process, with this obliviousness, the options with the most potential to solve the intentions of the client are often discarded. There are, however, designers who can preempt a client’s unintentional self-sabotage, they are, however, far and few in between and more pricey. But perhaps more cost-effective in the long term.

For the business owner to separate the wheat from the chaff may be a challenge. Perhaps first and foremost they need to see the profession as a language and the designer as someone who speaks that language. It may not be entirely impossible to know whether they can create grammatical sentences and use this language to communicate abstract concepts being uneducated on it, but just like how communication between people is mostly nonverbal, design has a ‘body-language’, so to speak, that communicates tacitly, and the effects are always apparent.

For a client to make the most when collaborating with a designer, to maximize the potential for the best solution, one should trust they have their goals in mind. It is not easy to articulate and provide a rationale for every detail or give a crash course on why things have been done or point out that there is an intention to what seems like an arbitrary configuration. Especially, since designers are not trained on such things and tend to be visually and conceptually inclined and solitary. Much like how doctors and mechanics tend to not discuss nor debate their courses of action. The process of branding and solving design challenges is best when the enthusiasm of the client does not restrict the process of the designer but fuels it. That is a whole other post but there is a balancing act of control and trust, once the creative or agency has been found.

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Category: Business tips

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