A logo is not a brand. A brand is a story. A feeling. An interaction. A logo simply supports the brand.
The overused example:
Apple.
Designer: Rob Janoff
The apple originally came from Sir Isaac Newton’s famous knock on the head. The apple represented a new idea and a new way of thinking – a technological breakthrough.
In 1997, the Think Different campaign was released. Steve Jobs related the big crazies such as Albert Einstein to the consumers of Apple products. Apple wanted people to feel smarter when interacting with the brand.
It’s actually funny when you stop to think about the mass of people who consume Apple products. There’s nothing unique about the products themselves. However, people buy Apple because other people buy Apple. They’re not buying a product, they are buying a manufactured identification of uniqueness. They are buying a feeling.
The point is: A story/message can be stronger than reality, stronger than a logo, and stronger than the product it sells. So, start your brand with a story, not a logo.
When we design at Tribu, it is with intent to tell a story. Check out a few of these visual elements we use to present a logo.
Start with a story. What is it that consumers need to feel when they interact with the brand? After speaking with one of our capital holdings Tribe members(clients), we decided on a few key story elements.
Above Ex: 1: The seal represents security. 2: Sophistication is a reflection of its clientele. 3: An old world feeling helps the new brand feel established.
Above, the arrows lead you to the facets of the logo that tell the brand’s story. Once the story is told through visuals, it’s hard not to sell the concept. We design first for the end user, but most of the time, that means inadvertently selling our ideas to our clients.
Don’t forget that your story can even be told through color. Color is a major player and typically comes after the form of a design is established. The above pallet mirrors the sophistication and wealth of the brand.
Tell the brand story practically. Your idea might look great on paper, but how does it exist in the real world? Can you touch it, see it, or hear it in its environment and is it telling the same story?
While MBH is in its infancy, we’ve still set the ground work and plot for a great brand. Armed with a brand guide and design parameters, the MBH brand can now extend across all platforms and media with confidence and strong messaging.
If you’ve made it this far, I’ll spare you the scroll back up.
What you need to remember:
• A logo is not a brand. A brand is a story. A feeling. An interaction. A logo simply supports the brand.
• When we design at Tribu, it is with intent to tell a story.
• A story/message can be stronger than reality, stronger than a logo, and stronger than the product it sells.
Need a great partner to bring your brand’s story to life? Hit us up!
Do you have a project in mind? Let us help you bring it to life!
