The power of good branding

Your logo or word mark is most likely one of the first touch points a client, customer or user has with your brand. Whether they land on your website, find your business card or pass by your office, your logo will make a first impression.

Now, imagine you meet someone for the first time. What is the first impression? Did the person smile, was the handshake firm or was it rather unimpressive, like shaking one’s soft, lumpy hand? How was their energy? Did they seem happy, angry, energetic, uninterested …? Make that first impression count, but also make it a good lasting experience. In other words: create a great logo and make sure you create a coherent brand experience.
Putting more time and thought into the development of a brand concept (which includes logo and/or wordmark, colour palette, font choices, imagery style, etc) usually pays off.

A great logo essentially boils down to two things:
1. Great concept
2. Great execution

“Don’t try to be original. Try to be good.”
Paul Rand

A strong logo is distinctive, appropriate, practical, graphic and simple in form. Above all, behind an effective logo there should be a concept, meaning or story and this concept communicates the brand’s personality and intended message. A logo should be printable at any size and be effective with or without color. A great logo essentially boils down to two things: great concept and great execution.