The identity design methodology I always try to follow—and am currently teaching—begins by understanding the brand’s messaging strategy, researching the client’s industry and competition, then presenting a conceptually driven solution.
I strongly believe that a good mark should always represent critical thinking; in other words, the mark should be conceptually strong. Furthermore, every graphic element used on the mark must have an intentional purpose; finally, never forget that the aim of a logo is not to tell a story but to identify and help the user remember the experience with the brand.
In sum, when designing identities, I strive to find the perfect balance between an image, a sign, or a symbol—known to me as the 50/50 rule.
The aim of a logo is not to tell a story, but to identify and remember the experience with the brand.
SAGI HAVIV • Author of IDENTIFY and partner of chermayeff, geismar and haviv
What is a brandmark?
A brandmark is a graphic representation of an idea, entity, or object. It is also known as an identity, mark, symbol, or brandmark.
What is a logotype?
It is a word or words in a distinctive and particular typeface. A logotype may be redrawn or modified to express the company’s personality better.
What is a signature?
It is the specific designed combination of a mark and a logotype. A company or business may have several signatures that should never be changed from the original and approved composition.
What should an identity communicate?
WHO you are.
Typically it will consist of a logotype with the brand’s name.
WHAT you do.
It may portray the brand’s product, service, or idea.
HOW you do it.
It showcases the brand’s process or tools.
WHERE you want to go (goals).
Sometimes the visual solution represents a brand’s goal, vision, or other type of abstraction.
How does someone remember a logo?
SEQUENCE OF COGNITION.
Immediately recognizable forms facilitate brand recognition.
Additionally, the sequence of cognition states that the human brain first identifies shape, secondly, color, and finally form; thus the importance of using simple and recognizable shapes to build an identity.
In sum, an identity should communicate one specific message, to be simple, relevant, distinct, memorable, easy to reproduce, and legible.
What is the difference?
Corporate Logo.
It gathers visual elements to create a relevant, simple, and memorable visual representation of who you are, what you do, how you do it, or where you want to go.
Corporate Identity.
It is a cohesive application of a corporate logo combined with a controlled set of elements (typography, color, layout, etc.) across a complete range of communications materials.
Branding.
The total essence of a company’s products, services, and reputation is expressed by the look, feel, and “tone of voice” of the materials presented to the consumer.
References
Wheeler, A. (2018). Designing brand identity: an essential guide for the entire branding team. (5th. ed). Hoboken, NJ: Wiley.
Neumeier, M. (2006). The Brand Gap. Berkeley: New Riders.
Neumeier, M. (2007). ZAG. Berkeley: New Riders.
Kennedy, A. (Ed.). (2011). Identify. Basic principles of identity design of the iconic trademarks of Chermayeff & Geismar. New York: Print Publishing.
