Could you recognise the logos of Apple, McDonald’s or Mercedes? I bet you could. You were envisioning each one in your head as you read each brand, right? I’m not a mind reader…I just know you know what these logos look like, because, well…who, in this day and age, doesn’t? They’re on the devices we are scrolling on, the food we are eating and cars we are stuck behind in traffic (or for some, driving).
Branding is one of the most important attributes to a business and, if done well, can be the reason behind a successful company that is globally recognised.
How have these businesses cultivated their global image so well? There are a number of factors, but ultimately it all boils down to branding and design.
Branding started out as a red-hot iron marker that would be seared onto livestock such as cattle, for the purpose of farmers claiming the animals as their own. The rise of advertising, product placement and media exposure has evolved branding far beyond these primitive measures into one of the largest and most competitive markets for any business. Branding in the present day is associated with a logo, slogan and signature colours that represent a business, product or institution. So, in the case of McDonald’s, the slogan is ‘I’m lovin’ it’, along with the signature McDonald’s ‘M’; for FORWARDER, it’s ‘market intelligence for the freight forwarding industry’…you get the point.
Branding gives your business an identity. Without an authentic identity, you will blend in with the crowd. This doesn’t mean your brand needs to be attention grabbing, brightly coloured or garish in order to be seen. Consistent, quality branding is more important. In some cases, less is more – proven perfectly by brands such as Apple, Bang & Olufsen and Glossier. Their minimalistic designs speak volumes, so having an overly complex logo or brand theme isn’t always necessary.
A design should be true to a business or product, and often true to modern-day styles. Companies may decide to re-design their brand for a fresh look, such as Burberry’s fairly recent logo change, which turned this traditional fashion house icon’s logo into a simple, clean one. However, change isn’t always positive, and rebranding can go wrong. There are conflicting opinions over software company, Slack, whose refreshed logo goes to show that if a change doesn’t reflect the product as well as its original design then consumers won’t be easily swayed.
Consistent design throughout the entirety of your branding is key. Whether this is across your logo, website, products, social media or marketing, interweaving elements of your brand’s ‘feel’ or style will keep your product(s), website and services tied up in a corporate-themed bow. This not only makes your image as a brand strong, but customers or visitors of your site will start to recognise specific fonts, colours and styles associated with your designs, and may even know your product before it has been revealed – like when you see a jolly, black-haired man in a tux with a crinkled moustache singing operatically, you’re quite certain it’s going to be a GoCompare advert (sometimes it’s good that we recognise these brands…so we can quickly press the mute button on the remote!).
With all of the above said, nailing your company’s design isn’t an impossible job. Yes, it may be a head-scratcher, but believe it or not, graphic designers are usually your best friend when it comes to whipping up your design on a computer. At Freight Media, we offer a service that will make your branding process as easy as possible. Listening to your requirements and ideas, our experienced and talented design team can make your branding dreams a reality. Anything from creating or redesigning your company’s logo to giving your website a facelift, you will have full control over your designs. Once you’re pleased with your branding, you’ll be ready to slap it on your business cards, letterheads, stationery…and maybe a couple of mugs for good measure.
Rachel Jefferies, Copywriter / Media Specialist, Freightwebsite.design