Creating the perfect Brand

Louise Clarke
Louise Clarke

Digital Content Manager

Posted on: 11th Jul. 2023

Your personal identity is what makes you uniquely you, and it’s the same for your brand identity. It’s the look and feel of your business that sets you apart from others. And your brand design? It’s what shapes your company. So it’s really important to get it right.

Whether you’re looking for a complete overhaul of your brand or a simple refresh, when it comes to developing your business’ identity you want to make sure your brand works hard for you. It should reflect who you are, where you’ve come from and where you’d like to be. Following some simple rules should make it less of a chore and more of a pleasure.

1. Keep it simple

All too often I see logos that are just too… what are the kids calling it now? EXTRA? Fussy, complicated and in some cases, downright ugly. Keeping things simple doesn’t mean you’ve cut corners. Often some of the most effective branding is the simplest. Remember Orange, the phone network company from the 90s? They used a simple orange square and serif-free text underneath. At the time I remember thinking WOW… this is brave. But it worked, it was unmistakable and often needed nothing else other than the square alone. Genius really. 

It’s perhaps an extreme example but it does illustrate how a simple font or colour can say so much about your brand. Professional, strong, clear and concise.

2. Make it a journey

A brand is rarely born out of thin air. When starting to look at yours let it take you on a journey. Think about what it means to you, then talk about what it represents, what you sell or do. Ideas should evolve naturally during this process but it takes time. It’s not to be rushed. Engage with your staff so that they can all bring their thoughts to the table. Throw ideas out there and see what the response is. 

3. Let it have meaning

When people ask you about your business you want to tell them a story. It’s all part of your brand journey from its humble beginnings to its multi-million £ turnover. So let it be a great story. Why did you choose those colours and that typeface or symbol? Remember to take advice from your designer. They have seen countless logos and will be able to advise you on what will work best and have longevity.

4. Does it work in every format?

A logo must be tried and tested on everything from 6ft banners to smart phones. And this is hard to get right, there’s no denying it. Logos that started out before the age of mobile phones and tablets were usually only designed for print. We never had to consider the teeny tiny round profile pictures on social media. Your logo needs to be adaptable but consistent. A good designer will work with this in mind and provide solutions including comprehensive guidelines so that your logo looks great, no matter what the media. 

5. Colour matters

The colours you choose are extremely important. There’s a psychology of colour that can help your message deliver. Red for example can suggest loud, playful, and young whereas blue tones are is more associated with authority, loyalty, power, professionalism, and trust. When choosing your brand colours it’s really important for consistency to be clear on what’s in and what’s not. Have strict guidelines around the use of your corporate palette so that your collateral is consistent and recognisable.

With all this in mind developing the perfect logo for your business can still be a stressful task. It’s a big commitment and should be given the time and creative skill it deserves. When it’s right, you’ll feel it. It will represent you, your business’ values, ambitions and everything anybody needs to know about who you are as a company. 

Happy can help you get the brand identity you need to connect meaningfully with ALL the people who matter to your business.

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Louise Clarke is a Happy Content Manager, designer and illustrator. She is an author of kid’s books, and joined Happy in 2016.



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