COMMUNICATION THROUGH DESIGN

Brand creation

Company logo and brand creation

I have come to this last, but only so you remember it. Branding is the most important marketing tool we have. People buy people, – not products. I deal with SMEs (Small to Medium Enterprises) and from the moment any person comes to me to discuss a website or any kind of marketing campaign, – I ask them what their ‘brand’ is. It is not unusual to find that they haven’t even considered it, – but it is always where I start. The brand covers everything from your mission statement and company ‘ethos’, through to your logo and your business cards, it really should shine through absolutely everything and if you are going to spend money on one single thing – make it this. Brand creation is deceptively simple, which is why I work with specialists from a variety of backgrounds and skill sets to make sure that I always have the right team to suit your budget and needs.

“A Brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.”Amir Kassaei

I have created some ‘simple’ branding myself, like that for Tjeerd Hendel-Blackford, Pete Turner and more recently The Ash Stud but usually prefer to work with specialist partners for two reasons. First, they are better at it than me and second, it brings an outside influence to the table, an extra perspective which is great.

Partners

I have worked with various brand and design specialists around the world and I keep them all in my armoury, as my skill is matching the branding specialist with the client – and this has to be right. My beautiful Pg Farmer illustration that forms the visual core of my brand, was created by Scott Thigpen in the USA. The beautiful, layered logo for the ITDA was created by Michelle Lovegrove here in Devon and my RuckinRugby logo was created by Sam Fisher of Brighter Creative here in Devon too.

For the last year or so I have been working with Andrew Lathwell of Lathwell Associates here in Devon and he has helped me with James Pryce Tractors, The Bali Legends rugby club, J & P Turner and most recently The Car Concierge – which turned out to be a wonderful branding exercise.

As a company, you need to understand and know your brand. It should permeate through everything you are and everything you do, it should be true to everything you represent and everything you want your company and product to represent. Once you have this, we can turn it into your visual brand – your logo – and once my design partner of choice has finished this and created you a full brand guide, then we’re ready to create your digital identity.

Digital Identity

My graphics partner will usually furnish me with an RGB layered version of your logo along with a guide to any fonts that are to be used. I will use these to produce the look and feel of your website, making sure they run through absolutely everything I do – even the tiniest details.

I also like to design my digital brands with some specific constraints in mind – that is, I like them to be able to work in single colour and I like them to be able to work as an Avatar or Favicon, for use in social media scenarios. This is as true for the logo as it is for the company name.

Social Media Handles

The first thing I did when I thought of my brands ‘The Pig Farmer’ and ‘RuckinRugby’ was check Twitter and Facebook etc to see if they were available, – the same with the domain names. This is incredibly important and should be one of the very first things you do. It is not a show stopper, but it’s not far off – you need to be unique and you need to have 100% control of your brand once you have chosen it.

 



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