Why Branding Matters?

Why Branding Matters?

Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.

  • Brand –The perceived emotional corporate image as a whole.
  • Identity – The visual aspects that form part of the overall brand.
  • Logo – Identifies a business in its simplest form via the use of a mark or icon.

Our Process


Evaluate the brand

Your first step in the logo design process is to understand what the brand embodies and what the business’s goals are. This is known as the Client Discovery phase.

There’s no one-size-fits-all for logo design—a logo is only as good as its representation of a business, so it won’t be effective unless you first know what kind of impression the brand is aiming for.



If you already have some logo ideas, you might be tempted to jump ahead into logo design software. But before you start zeroing in on your final design, take some time to sketch plenty of ideas.

Sketching is cheap, easy and fast, but most importantly, it’s an effective brainstorming tool.



you should have a messy smorgasbord of logo sketches as well as a better sense of what you want the final logo to look like. Of those sketches, take around 3 of your best ones and recreate them in your design software.

This is where your final logo really starts taking shape.


Final Design

With your logo finalized, it’s time to deliver your final files! You should determine what design files your client needs at the start of the process


Final Logo

Each detail of your logo—colors, fonts, sizes, shapes and more—can affect the kind of impression it makes on customers. Although at the end of the day your logo may not resonate with every single viewer, a robust logo design process is your best opportunity to bring your brand vision to life.

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