WHAT IS A BRAND?
A brand is more than a visual identity and goes beyond the name, logo, and graphic design used to represent a business. It is an implied promise of who you are and what the business stands for. A brand is the psychological connection that a person makes with a product, person or organization based on your story. All marketing related decisions made by a business should align with, build on, and reinforce that brand promise. Brand honesty and consistency lead to increased credibility and earned trust.
A LOGO IS THE VISUAL ASSOCIATED WITH THE BRAND
A logo is a visual identification for your business. Ideally it should be a fairly simple iconic representation, not a visual composite of all that a business offers. Through multiple impressions, consistently implemented across all print and digital platforms, a logo builds brand recognition.
WHAT CONSTITUTES A GOOD LOGO?
A good logo should be distinctive, memorable, and representative of the business at a glance. It should be appropriate for its intended purpose and suitable for the intended audience. It should be practical and simple in form. When coupled with an appropriate tagline and a business’s Unique Selling Points, it should convey an intended message and evoke an emotional response. A good logo instills pride and professionalism in a business and sets it apart from other similar organizations.
AN EFFECTIVE LOGO SHOULD BE
Simple & uncomplicated
Memorable & easily recognizable
Timeless & designed to last for many years
Functional & versatile
Clear in small format, black & white as well as in color
Serve as the foundation for consistent imaging across all communications
THE LOGO PROCESS
After becoming familiar with an organization, the logo process can begin. Pam Knights Communications has developed a questionnaire to help guide the exploratory process and to get a sense of a client’s preferences—as logos in large part reflect an owner’s personal tastes and the personality behind the business. From there a graphic designer within PKC’s network—best suited to the client’s style and budget, creates 3-4 logo composites for their review. From the feedback garnered additional comps are created and the favored design finalized. Clients receive pdf, jpg, png and vector art files of the final logo.