A lot of web and graphic designers get carried away when working on branding. It would be my guess that presenting something more complicated shows you really earned your pay. Many offer their clients very beautiful but complicated designs. In my opinion, busy designs do not make for better results. In many situations a busy design, which is overdone, will detract from your message.

Why your branding image (logo) should convey with a simple design.

Logos, don’t need to shout about your industry or the company. Branding is often more effective when these things are subtly implied. Your logo should be simple and to the point and be recognizable.

I have worked with clients that have elaborate ideas of what they want their logo to look like. If you start off by coming up with some over-the-top ideas, that’s alright. The solution is to take your idea, simplify the concept, rework it based on creative expertise and the result will work.

The final product (logo) will be a statement of your brand and it should say everything with just the logo. That final image can be conveyed and combined with your secondary-branding if you feel you must have something more complicated for advertising campaigns. The logo will tell your story and a secondary image may work throughout various campaigns and usages but your primary logo is key to recognition and consumer confidence.

Branding – Logos – Advertising – Marketing

Some of the best brands in the world have extremely simple marks that represent them. Look at Exxon/Mobile, Starbucks, WaWa, McDonald’s, Android, FedEx or UPS, and Royal Farms as examples of simplistic, effective design. You can picture what each of these brands look like in your head. This is because they are easy to recall and have been advertised, marketed, and seen many times.

While these examples are of well-known corporations, a simple logo should be at the forefront of your branding design so your customers know it when they see it.

Here are the Rules

  • Begin with a simplistic design that is unique to your business
  • Include that design in your uniforms, stationary, website, business cards, and all advertising
  • Marketing is a blend of your advertising campaigns and always includes your logo
  • Advertising is the now while marketing is the consistent message
  • Make it so your logo and your brand stand for something, hopefully quality and customer satisfaction

Call me when you need help,

Jeff Watters

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