Logo Design is key - But only if it supports the Brand

So many designers sell logo design as being key for any business looking to rebrand or create a company's identity. This is true to some extent, but a logo is only as strong as the brand.

You may have the best logo in the world but if the marketing material does not portray the same message and emotion, then the logo is fighting a loosing battle.

One example I use is finding your perfect house. If the company logo represents the the facade of a beautiful house on the market then you would want to enquire further. However, if inside the property did not strike the same emotions because the rooms were not decorated with the same style throughout then people may be deterred to look around, let alone consider their future with the house .

Example of Brand: Orange UK.

Orange have a very strong brand. The logo is very simple and bold but could easily get lost amongst the world of logos. However Orange's strong brand has created this into an instantly recognisable company in a competitive market.

From their use of strong black backgrounds to the simplistic crisp orange coloured Helvetica typeface, you instantly know when you are looking at Orange literature. The logo is never interrupted or crowded on a page. Even their photography has a certain aspirational style. Further proof that the Orange brand works, is that if you removed the Orange logo from their literature you could still tell who the marketing was for. 

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