I love brands and I get excited when branding projects land here at Pace – I’m always chomping at the bit to take the lead creatively.

No two projects are the same and the range of challenges faced between them is huge, which creates a very individual path for each process. Whether it be a brand refresh, new start-ups or rebrands, there’s plenty to consider for each client.

I like to envisage brands as a journey of touchpoints and visible personality, with the end goal of making two sides (and by two sides, I mean brand and consumer) fall in love. Here at Pace, I’m surrounded by talented people and as a team, we can successfully implement a solid core idea after pulling the core idea from a complex web of research and consideration of brand truth and audience truth.

All of these stages make up the branding process, and the brand logo makes up only a small part of that. It is an easy challenge to level at marketing or design agencies that all we do is create a nice logo – but, whilst it is only one component of the creative process, the logo itself still has great importance, and it is the most immediate visual element.

A brand logo is not just a random mark, it can be your most powerful advertising tool. Your logo will often present the first impression people will have of your business. Symbols are incredibly powerful and are an intrinsic part of the human vocabulary of expression and communication. They act as visual triggers and work more explosively than words to set ideas in the mind.

When designing a successful brand logo, there’s a few steps you should consider:


Understand and research your competition

This can influence many factors, for example colour choices may be made deliberately to stand out within a market - the rebrand of British Steel from blue to orange is a great example.

Respect heritage

Brand story can improve audience engagement and brand trust, so put ego aside and consider both evolution as well as revolution.

Don't make it do too much

A logo is one part of a brand, and the touchpoints should all work together to communicate. Manage the expectation of what a logo will do. When Mr. Bloggs is asking for a logo that’s rough but soft, that shows how progressive the company is, but not too progressive, and to make it pink (because his wife thinks pink is friendly) it’s time to talk and support their understanding.

Client chemistry

It’s important when designing a logo to keep the communication open. Keep the client in the loop along the journey, extract more information than you think you might need and most importantly be enthusiastic. More often than not, a client will be bewildered by the concept of branding, so don’t lose them in technical jargon. A personality match will work in your favour, and if your client likes you and trusts you the process will be much smoother (and potentially lead to more work, yay!).

Don’t forget, approach with confidence, be transparent and believe in your work!

In need of some branding, or just some help and advice? At Pace, we cover a range of specialisms that can help you build and manage a solid brand for your business, just drop us an email at hello@pacecomms.co.uk.

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