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September 5, 2017

A brand is a unique identity based on a promise of value different from others. Logos and names are the cornerstone, but logos and naming are hard. Trust us, we’ve been doing professional service, association, B2B service and other logos, names and identities for the better part of 30 years. We’ve been at the creation of hundreds of corporate and product brand logos. And we’ve lived to tell about it.

Why logos matter

The development of corporate identities is solidly rooted in the history of our cultures. In fact, the development of logos—the modern equivalent of heraldry—parallels the rise of capitalism. Throughout time, no one has doubted the power of the image. Before humans could read, they could understand symbols, learning to love them or fear them, hate them or laugh at them. On that foundation, that basic activity of memory, rests the tradition of the corporate logo. Logo has come to mean the graphic associated with a company, product or service.

What Is A Visual Identity?

Of course, the logo is just one visual element in the identity scheme. Though it is the cornerstone of the identity program, only the consistent application of that logo, coupled with a family of colors and selected type styles, gives your markets a memorable vision of the firm or company. Inconsistent messages are confusing. Consistency, the spirit of effective communication, can’t be overdone. Most businesses have too few opportunities in front of clients to waste them with more than one message. Services are intangible, and therefore their quality and reliability cannot be felt or seen or heard. So buyers place inordinate emphasis on the tangible indicia of you and your work—such as your letterhead, your business card, your email signature, your proposal documents and website.



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