Brand Identity & Logo Design

Background & Philosophy

A logo attempts to initiate your customer’s emotional response and attachment to your products and services. It’s out front. A logo must convey the entire tone of the preconceived dialog you wish to have with your customer quickly, clearly and consistently each and every time the dialog occurs. It can not falter. It can not waiver. When you fail your customer, your logo must bare the embarrassment. When you succeed your customer, it gloats your conceit.

I’ve assisted all types of brands find their identities. Identity campaigns usually begin with a logo interpretation and then evolve into a brand’s style guide definition white paper. In some cases, the logo concept stage can afford complex and color-rich design aesthetics. Typically however, a logo should be simple in its overall visual design in order to promote clarity of purpose and to maintain design integrity at various compromising size dimensions.