LOGO IDENTITY

You must start by identifying who your audience – the primary and the secondary. Your brand also needs an objective in order to identify if it is a success. Success (of a product, business, non-profit, celebrity, or even a city) is usually defined as gaining a specified audiences’ perception that the Brand is unique. This perception comes from the sum of many efforts and result in a memorable identity in the viewer’s psyche. The distinction can be a result of form, function, ease of use, price, or associated prestige. The audience should believe you offer something exceptional.

“Audiences view your brand as THE tool they hire to achieve a specific goal or desire.”

Next, identify the attributes and values of your brand.The attributes are defined as the sum of beliefs the audience recalls when they think about the brand in its context. There are tangible, functional attributes and benefits; as well as, intangible, emotional ones.

Your audience reflects and shapes the brand’s attributes.

A brand’s value, however, resides in the promise that it will deliver. Is it trustworthy, consistent and reliable? Does it reflect my beliefs and needs? If a brand can be associated with memories of a bad experience, it’s value would then be to avoid that brand.

The owner of the brand builds and controls it’s value.

The result is the strategy that will help to manage associations between the brand and it’s inferred value. Additionally, attributes will be focused to differentiate the brand as unique, attractive, meaningful and compelling. In order to see all angles, we have developed a group of exercises designed to bend our view.

Case Study: Fugees Family

Project Description

A young local Atlanta non-profit quickly became a highly publicized foundation after it was featured in three front-page stories in the New York Times. They needed a logo and a multitude of things to support it. They asked us to create a strong brand in a matter of weeks. Using our method, we developed a logo type and icon that spoke to their audience, their mission, and their spirit. The branding won accolades from Nike, and helped position the non-profit for a movie deal with Universal Pictures.

Project Details

Client Fugees Family Date November 2006 Skills Logo Design, Creative Strategy, Collateral Design, Client Management View www.fugeesfamily.org

STATS

SKILLS UTILIZED:

  • logo/icon creation 100% 100%
  • creative strategy 100% 100%
  • collateral design 80% 80%
  • client service 100% 100%

AUDIENCE DATA:

 

team members

non-profit sector

corporate investors

potential funders

TIMESPAN:

 

months

After considering the mission and audience data, our categories are listed out in a representational matrix. This helps translate and guide our visual elements to align with our data points. We consider typed/blocking along with any image concepts we hope to incorporate. For the Fugees Family, we worked with two image concepts: soccer ball and community.
Now that we know what we want to say and show, it’s time to do some exploration into typography styles, illustrative resources, and the psychology of color.
The resulting logo should incorporate all the elements of our matrix and have meaningful restrictions on how each of the elements relate to each other, as well as, how they are utilized independent of each other.

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