Branding

Structure and Product Foundation

Brand: A unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.

The logo is the graphic cornerstone for a brand within any business or product. It should have the capability to be easily identified and recognized whether it is in color or black and white. The design should be able to be reproduced in a small format as well as billboard size, with little change in its structure and integrity. The simpler the lines, the stronger the artwork becomes. It should emanate a story about what the company does and reach its audience. Well designed logos should communicate and appeal to that audience with great impact and recall.

Revamping or redesigning a logo is very precise work and involves a strategy. In order to be successful it needs to maintain some initial character. The original appeal must be preserved and then incorporated into a fresh direction within the final artwork.