Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Attention Is Not The New Gold
— Attention Is Not The New Gold — Attention Is Not The New Gold
Branding, Brand Identity, Strategy
Attention Is Not The New Gold
Most people are playing the wrong game.
They think it’s about attention.
It’s not.
It’s about perception.
Because attention without perception is useless.
You can get thousands of eyes on your brand…
but if the perception is wrong, that gold turns into lead.
Over the years I’ve worked with many companies at different stages.
Some start from zero.
Others already have a visual identity.
And in many cases, when I look at what they already have, I can’t help but think:
Is this actually bringing them clients?
The logo looks generic.
The website is unclear.
The brand identity looks like a half-finished version of something they saw on Pinterest.
And the uncomfortable truth is this:
In some niches, you can get away with bad design.
If you ask most marketers, they might even say that sometimes ugly converts better.
But in others?
Design is non-negotiable.
If you’re in SaaS, Web3, or consumer brands, design isn’t a nice-to-have.
It’s the entry ticket.
Because good design is good perception.
And perception and attention should go hand in hand.
Strong branding warms people up before you ever speak to them.
A weak one creates friction before trust even has a chance.
But design works at a primal level.
It triggers a yes or a no in seconds.
Before logic.
Before pricing.
Before features.
That’s the perception game.
Attention gets you seen.
Perception gets you chosen.
——-
If you’re building a brand and feel your visual identity isn’t creating the right perception, feel free to reach out.
Strong perception is rarely accidental. It is designed.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Simplicity Scales While Complexity Fails
— Simplicity Scales While Complexity Fails — Simplicity Scales While Complexity Fails
Branding, Brand Identity, Strategy
Why Simplicity Scales, But Complexity Fails
Ever feel like the simplest things are the hardest to execute?
I’ve been thinking a lot about simplicity: creating systems, refining processes, and making things leaner.
Here’s the truth: Especially in branding, simplicity is everything.
The Problem?
Branding often starts with overwhelming amounts of data: market research, brand strategy, business goals… the list goes on. At first glance, it can be a messy pile of information.
The Insight:
A good branding team will take all this complexity and distill it into something simple and digestible. But we go a step further. We take this distilled information and design brands that are both simple and strategically aligned with the market.
But here’s where it gets tricky: Simplicity is deceiving.
Even as an experienced brand designer, I’ve found myself thinking, “That brand looks so simple, it must’ve been easy to create.” But when I dig into it, I realize just how much work went into making it feel effortless.
Think of it like watching an athlete run through an obstacle course. From the outside, it seems like a breeze. But behind that effortless performance is years of training, research, and practice.
The Takeaway?
Simplicity requires mastery. It’s not about cutting corners. It’s about refining and perfecting a process until it feels effortless.
As Leonardo da Vinci said, “Simplicity is the ultimate sophistication.”
So, the next time you see a simple, clean brand, remember: behind it is countless hours of strategy and design. True professionals make complex things feel easy.
——-
Get in touch if you’re ready to create your next branding project.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Break the Rules with Packaging Design
— Break the Rules with Packaging Design —Break the Rules with Packaging Design
Branding, Packaging Design, Strategy
Stop asking “What should my packaging look like?”
Start asking: “What is everyone else afraid to do?”
Packaging that stands out doesn’t happen by accident.
It happens when brands decide to start doing what everyone else isn’t.
It all begins with deep market research:
– What are your competitors doing?
– What do customers expect?
– What is deadly overused?
Then—break the pattern.
The brands that disrupt their market aren’t the ones who blend in…
They’re the ones willing to walk the fine line of risky business.
Here are a few brands that ignored the rules and built a category of their own:
RXBAR
In a niche cluttered with “performance” claims, RXBAR chose simplicity.
Their packaging lists the core ingredients on the front. That’s it.
A design so simple it looks like it could have been made in Canva—but it works.
Result: They grew from ~$2 million to ~$160 million in revenue, and were later acquired by Kellogg’s for ~$600 million.
Graza
Olive oil is traditionally all about glass bottles, dark labels, and gold foils.
Graza zigged when everyone else zagged:
Squeeze bottles, bold type, playful illustrations.
I’m not sure if Nonna would be proud, but Graza generated over $4 million in sales in its first year, jumped to nearly $20 million by end of year two, and is now projected to reach $48 million in 2024.
Cloud 23
In a category full of flames, chilis, and skulls, Cloud 23 flipped the script.
The bottles—created by Brooklyn Beckham—look like luxury perfume, not hot sauce.
The brand leans into “every meal = celebration” rather than “burn your tongue” heat.
It’s a product you display in your kitchen, not hide in your pantry.
Who Gives A Crap
Turning toilet paper from zero to hero is genius. They donate 50% of their profits to water, sanitation & hygiene causes globally. Using modern graphics, a bold name, and a great brand story, they have turned their company into a brand generating £45.5 million in revenue in 2024.
Each one of these brands took a risk.
Each one broke a rule.
And each one built a brand people talk about.
If you want your packaging to stand out, design bravely.
Design with intention.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Why Every Business Needs a Brandverse
— Why Every Business Needs a Brandverse — Why Every Business Needs a Brandverse
Branding, Brand Identity, Strategy
Let’s talk about something that goes beyond logos, packaging, or even products. Something that transforms the way people experience your business: the concept of a Brandverse.
What is a Brandverse?
Technically, “Brandverse” is a concept I made up, but it captures something essential in branding and business.
A Brandverse is your brand’s universe, a world where every element: from visual identity and web design to messaging and customer touchpoints, works together to create a seamless, immersive experience.
Think of it this way: every brand has touchpoints. These are the moments when a customer interacts with you, whether through ads, social media, packaging, or your website. But when those touchpoints are connected and designed with intention, they don’t just communicate, they transport your audience into a world they want to belong to.
Why It Matters
When done right, a Brandverse goes far beyond traditional branding. It builds loyalty, strengthens your brand identity, and transforms casual buyers into dedicated fans. It creates a customer experience that feels more like an experience than a transaction.
Imagine it like a movie: your brand is the main character, and your customers are not just supporting roles, they’re part of the adventure. Your branding, website design, and marketing strategy are all tools to bring that story to life.
Let’s explore a few brands that have mastered the art of creating unforgettable Brandverses. Can you guess who they are?
Example 01:
Imagine stepping into a bright, modern world where tech gadgets steal the spotlight. Sleek devices take center stage, while knowledgeable staff in blue shirts act as your helpful sidekicks. The space feels obsessively clean, free of distractions, and even offers workshops to help you master their products. The checkout process? So seamless, you’ve just spent $2,500 in seconds, and you’re thrilled about it. You are in an Apple store, and this is their Brandverse.
Example 02:
The smell of freshly brewed coffee and baked cookies wraps around you like a cozy blanket. They want to know your name, and when things take a little longer, they make it up to you with a free cupcake. You grab your laptop and sit in a cozy spot where no one bothers you, just the quiet hum of ambient music. You feel pampered. Welcome to the Starbucks Brandverse.
Example 03:
You step into a magical kingdom. You see castles, smell cotton candy, and hear laughter everywhere. Each corner offers its own enchanting experience, from fairy tale lands to thrilling adventures. You’re surrounded by countless stores, each offering the coolest things and tastiest treats. Everywhere you look, people are enjoying themselves and taking photos with their childhood favorite characters. You’re having an amazing day! You’re at Disney World, the ultimate Brandverse.
Example 04 / Bonus:
You’ve clicked into a visually stunning website. It’s filled with amazing photos, easy to navigate, and gives you a warm feeling in your stomach. The shopping process is effortless. But the real magic happens a few days later, when you unbox your order and find unexpected little gifts, like stickers and postcards. You can feel the love from Rifle Paper Co.
I chose this bonus example as a reminder that not every Brandverse needs a physical space, and you don’t need to be a massive company. Rifle Paper Co. proves this with its online presence and thoughtful product experience. They’ve mastered the art of Brandverse building, aka branding.
These brands demonstrate that a strong brand experience isn’t just about big budgets—it’s about details that make your customers feel special.
How to Build Your Own Brandverse
Not every business has Apple or Disney’s resources, but any brand can take steps to create a more immersive and memorable experience. Here are some actionable ways to start shaping your Brandverse:
-
Unify your brand identity: Make sure your logo, typography, and visuals are consistent across your website, packaging, and social media.
-
Invest in web design: Your website is often the first stop in your Brandverse. Keep it responsive, user-friendly, and aligned with your brand’s story.
-
Personalize interactions: From knowing your customers’ names to thoughtful packaging, small details build emotional connections.
-
Listen to customer feedback: A great Brandverse evolves with its audience. Adapt and improve based on real insights.
-
Have a recovery plan: Mistakes happen, but a thoughtful gesture (like Starbucks’ free cupcake) can turn problems into loyalty-building moments.
A Brandverse isn’t just about selling products; it’s about creating an unforgettable experience that customers want to return to again and again.
Ask yourself: is your brand just a product, or is it a whole universe your customers want to be a part of? Remember that every interaction is an opportunity to enhance your Brandverse.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
When To Rebrand
— When To Rebrand — When To Rebrand— When To Rebrand
Branding, Strategy, Business
Did you know that a rebrand can make or break your brand?
A brand redesign is a significant step. Here are some reasons why your business might need a rebrand or brand refresh:
1. Poorly Executed Brand Identity:
Maybe you didn’t invest in a high-quality brand identity from the start, or perhaps the designer or studio you worked with missed the mark. Now that your brand is more established and generating revenue, it might be time to hire a skilled professional to redesign your brand identity.
Ex: Starbucks
Starbucks’ logo was such an ugly baby that the company decided to simplify and modernize it in 1987, transforming the siren into a cleaner, less-detailed image. They also chose their famous green color to stand out in a market full of browns. This evolution helped Starbucks align with modern aesthetics and appeal to a broader audience.
2. Outdated Brand Image:
Brand identities should be timeless, but if yours feels outdated, it’s time for a refresh to stay relevant and modern.
Ex: Firefox
Mozilla Firefox’s logo had been tweaked slightly over the years, but by 2019, the classic fox circling the globe began to look outdated, especially with the rise of flat design trends. The company rebranded with a more abstract, simplified version of the logo, retaining the essence of the fox but using bold, vibrant colors that better fit modern design aesthetics.
3. Expansion or Diversification:
If your business expands into new markets or offers new products/services, rebranding can help communicate these changes effectively.
Ex: Amazon
Amazon started in 1994 as an online bookstore, with a logo that reflected its focus on books. However, as the company expanded into selling a wide range of products—from electronics to groceries—and eventually evolved into a global e-commerce giant, a rebrand was necessary. In 2000, Amazon introduced its now-famous logo featuring an arrow curving from the “A” to the “Z,” symbolizing the company’s shift to selling “everything from A to Z.”, reflecting its growing product diversity.
4. Mergers or Acquisitions:
After a merger or acquisition, rebranding can help unify the brand identity of the new business. This process goes beyond aesthetic changes, aiming to establish a new brand that resonates with customers, employees, and stakeholders.
Ex: Meta
Facebook rebranded as Meta in 2021 to signify its shift from being just a social media company to focusing on building the metaverse. This change unified the company’s different platforms (Facebook, Instagram, WhatsApp, etc.) under one new identity.
5. Negative Perception:
If your brand has faced negative publicity or has gained a bad reputation, rebranding can help rebuild trust and improve perception. It’s a dirty move, but someone’s gotta do it.
Ex: Uber
After facing negative publicity due to internal issues and public controversies, Uber rebranded in 2018 with a new, friendlier logo and visual identity.
6. Innovation or Evolution:
As your business grows & adapts, there might be changes in your offerings or values.
Ex: Apple
Although Apple hasn’t drastically changed its logo, the brand has consistently refreshed its identity to match its evolution as a tech innovator. From the rainbow-colored apple to a sleeker monochrome design, the brand reflects modernity and cutting-edge innovation as it continues to grow.
7. Changes in Name:
Whether you are changing your business name because it is difficult to pronounce, or because of Trademark conflict, a change in your brand identity is needed.
Ex: Kit
Recently, ConvertKit changed its name to simply ‘Kit,’ which I believe will benefit the brand immensely. The name change reflects their evolution from an email marketing tool into a broader creator-focused platform. Alongside the new name, they launched a refreshed brand identity that looks more modern and friendly, aligning perfectly with their mission to empower creators with simple and effective tools.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Key Traits That Set Great Coffee Brands Apart
— Key Traits That Set Great Coffee Brands Apart — Key Traits That Set Great Coffee Brands Apart
Branding, Packaging, Business
Ever since its origins, coffee has become one of the world’s favorite drinks, and the most consumed next to water. The global coffee market is huge, with millions of people involved in its production, trade, and retail. Your local supermarket is filled with different varieties: whole bean, ground, light roast, dark roast, and production processes: honey, anaerobic, and natural. You can find a coffee shop in any city around the world, with different prices and experiences: the good, the bad, and the ugly.
Some people might argue that coffee is the perfect drug because of its dependency cycle: we drink it to wake up, it disrupts our sleep cycle, so we need it again the next morning. Others suggest that drinking coffee reduces the risk of certain diseases like Parkinson’s, Alzheimer, and type 2 diabetes. Love it or hate it, it is a profitable industry valued at approximately $100 billion per year worldwide.
Just like wine, the best coffee is the one you like. But how do you figure out which coffee to try out? For me, I always go for the one with the best packaging design—same goes for wine. This might not be the best selection method, but that’s how my designer brain works. And I bet a lot of people think the same way!
The way we brand coffee has changed a lot in recent years. Traditional colors, hand-drawn illustrations, and watercolor images of mountains and nature—like the ones that used to hang in your grandma’s living room—have been replaced by modern illustrations, sophisticated typography, and minimalism.
If you’re thinking about starting a coffee-related business, whether it’s a coffee shop or a B2C coffee roasting venture, there are some key traits to consider when developing your brand identity and packaging design:
1. Modern Design:
Coffee branding often embraces minimalism, featuring clean, uncluttered designs emphasizing simplicity. Whether vibrant or muted, the key is elegance and clarity.
2. Creative Illustrations & Graphics:
Custom artwork with original illustrations or graphics can set your brand apart and tell a compelling story.
3. Typography:
Typography plays a crucial role in shaping your brand identity. The best coffee packaging design uses stylish and modern fonts that enhance readability and convey the brand’s personality.
4. Badges & Logo Versatility:
Contemporary coffee brands often use a range of badges and logos to represent their identity. While a primary logotype is essential, incorporating additional badges—often inspired by vintage coffee shops—can create a unique and versatile brand image.
5. Transparency & Storytelling:
Providing detailed information about the coffee’s origin, flavor profile, and brewing instructions creates a meaningful experience for coffee drinkers. Each story adds value and connection to every cup.
6. Innovative Features:
Interactive elements, such as QR codes or augmented reality, offer additional information about the brand and enhance consumer interaction. These features create a more immersive relationship with your product.
7. Sustainable Packaging:
More and more brands are setting themselves apart by using sustainable packaging materials, and eco-friendly practices that will improve their product and its impact.
8. Seasonality:
Special packaging for seasonal or limited-edition products creates exclusivity and appeal. This is a great way to boost sales by offering your customers a newance outside of the everyday line of products.
Staying ahead of trends and focusing on innovative design can set your coffee brand apart in a crowded market. Whether you want to create a unique identity that is both modern and simple or engage with your customers through storytelling and incredible packaging, these elements will spark consumer interest and drive more sales. Try to apply a couple of these traits, or all of them, on your next branding project.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
5 Essential Layers Every Brand Needs
— 5 Essential Layers Every Brand Needs — 5 Essential Layers Every Brand Needs
Branding, Business, Strategy
Imagine your brand as an onion, with each layer adding depth and flavor. At its core lies your logotype, its fundamental element. Every layer that surrounds this core will contribute different elements that, if done correctly, will help your brand succeed. Let’s dive into these layers.
1. Logo: The Tip of the Iceberg
Your logo is the visual cornerstone of your brand. It’s the first thing people see and the graphic element they associate with your business. While it’s just the tip of the iceberg, a well-designed logo is fundamental in initiating brand trust.
2. Brand Identity: Colors, Typography, Patterns, and More
Beyond the logo lies the broader spectrum of brand identity. This includes your brand’s colors, typography, patterns, and other visual elements like photography style. These elements work together to create a cohesive and memorable brand image that resonates with your audience.
3. Branding: Shaping Your Brand's Narrative
Branding is the process of crafting your brand’s story and identity. It includes your brand strategy, defining values, voice, personality, target audience, and market positioning. Additionally, branding extends to every touchpoint that shapes the brand experience, from how you communicate with customers to the sensory elements like smell, sight, and touch. Effective branding creates a strong emotional connection with your audience, turning them from customers to fans.
4. Marketing and Advertising: Amplifying Your Brand's Message
Once you’ve established your brand identity and strategy, it’s time to amplify your message through marketing and advertising. This includes strategies like content marketing, social media campaigns, and paid advertising, all aimed at reaching and engaging your target audience.
5. Sales: Converting Leads into Customers
The final layer of the brand-building process is sales. This is where all your branding and marketing efforts culminate in converting leads into customers. If your previous layers are well put together and you have a strong brand, the sales process can become smoother, as customers are already familiar and comfortable with your brand.
To finish this article, I’d like to point out the most crucial element, which I seem to have forgoten to mention: your product or service. While these 5 layers can help you attract more clients and build brand trust, if your offering isn’t top-notch, you might make a sale once, but that’s where it ends.
In conclusion, building a successful brand requires attention to each of these layers. From logo to marketing, to sales, each layer plays a crucial role in shaping your brand’s story and connecting with your audience. The more attention to detail and professionalism applied to each layer, the greater your brand’s chance of success.
What other aspects of brand management are you curious about?
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
The X-Factor in Branding: Your Brand Strategy
— The X-Factor in Branding: Your Brand Strategy — The X-Factor in Branding: Your Brand Strategy
Branding, Business, Strategy
When designing a brand identity, initiating the process with a brand strategy provides a clear path to develop the brand. It offers insights into color choices, helps determine the best typography to convey the brand’s personality, and guides the development of its copywriting, among other crucial elements. This strategy later serves as a guideline for the business to understand clearly how they could construct their communication, structure their marketing, and manage their brand.
Creating a brand strategy takes time for research and analysis, increasing the cost of a branding project. However, it is a must-have for brands that want to do things right from the start.
So what is a brand strategy?
It is a guideline that defines how your brand will establish its character, connect with its target audience, and differentiate itself in its market. A brand strategy lays the foundation for your brand identity. It includes elements like:
Brand Purpose
Why does your brand exist? Brand purpose is the underlying reason for a brand’s existence beyond just making a profit: making a positive impact on society, addressing a higher goal, or contributing to a cause. It focuses on the positive influence your brand will have in the world.
Take for example a brand like Patagonia. Its purpose goes beyond selling outdoor clothing and gear. The company is known for its commitment to sustainability and social responsibility. Patagonia actively works to reduce its environmental impact, promotes fair labor practices, and donates a percentage of its profits to environmental causes. Additionally, they encourage their workers to go outside and enjoy nature, fostering a connection between their employees and the values they uphold.
Brand Voice
The ‘tone & voice’ of a brand refer to the consistent style and manner in which a brand communicates its messages. The tone represents the emotional expression in the brand’s communication: friendly, formal, playful, while the voice is the distinctive way in which a brand speaks: conversational, informative, humorous, or serious.
Think about Nike, and how its brand is characterized by a motivational and empowering tone. The company communicates with a bold and inspirational voice, encouraging individuals to push their limits and strive for greatness. Their communication often features strong, dynamic language that revolves around concepts of sportsmanship, determination, and achievement.
Brand Values
Brand values are the fundamental beliefs and principles that guide a brand’s decisions and interactions. They represent the core ideals and ethical standards that a brand adheres to, shaping its identity and influencing how it engages with its audience and market.
Apple is known for several core values that shape its brand identity. Starting with “Innovation”, Apple strives to create cutting-edge products that set trends in technology. Then we might add “Simplicity” for their user-friendly designs and intuitive interfaces. And include “Design Excellence”, since the brand places a high value on design aesthetics and aims for an incredible visual appeal in their products.
Brand Story
A brand story is a narrative that includes the essence of a brand, its history, values, and purpose, often mixing together elements of the brand’s journey, mission, and unique characteristics to create a memorable and engaging account that will be remembered by your audience.
The Airbnb brand’s story is one of connection and the feeling of being at home. The company started with the idea of creating a network of hosts and travelers who shared a love for travel, by offering a platform for individuals to rent their homes. Airbnb fosters a sense of community and cultural exchange.
When creating a brand identity, initiating the process with a well-defined brand strategy provides a clear roadmap, ensuring your brand’s direction aligns seamlessly with all its elements.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Your Brand and Social Media
— Your Brand and Social Media — Your Brand and Social Media
Business, Marketing, Branding
The world we live in today is more connected than ever before, and social media (and a freaking pandemic) has played a big role in this.
With that said, having a good social media presence, and improving your digital marketing, can bring many advantages to your business:
Increased brand awareness and recognition:
Social media platforms allow you to reach a large and diverse audience cost-effectively. By consistently posting engaging content and interacting with your followers, you can build a strong online presence that can help attract new customers and retain existing ones.
Lead and sales generation:
With platforms like Instagram, Twitter, and TikTok, you have a direct line of communication with your target audience, making it easy to promote your products or services, as well as generate leads by directing potential customers to landing pages or sign-up forms.
Better customer service and engagement:
They help you provide customer service in a quick, easy, and personal way. It allows you to respond to customer complaints and issues quickly and efficiently, which can help improve customer satisfaction.
Market and customer research:
Improving your digital marketing and social media channels, allow your business to gather valuable data and insights about your users. Most platforms’ analytic tools can track engagement, demographics, and other insights that will help you understand your audience. This data can be used to optimize marketing strategies and improve your brand experience.
Cost-effective advertising:
Social media platforms offer cost-effective advertising options for businesses, allowing you to reach your target audience with precision, by targeting your customer’s demographics and interests.
Create a community:
Building relationships with customers on social media can help increase brand loyalty and customer retention. In today’s highly competitive market, customers are no longer solely motivated by product offerings and pricing. They are looking for deeper connections with brands and a sense of belonging to a like-minded community.
Leadership and customers’ top of mind:
These platforms allow brands to share their stories, expertise, and insights, positioning themselves as thought leaders in their market. Regularly posting valuable content can keep your business on your customers’ top of mind and build brand trust.
“If they haven’t posted in a while, I simply do not contact them”. That’s what one of my friends casually said at a party. I’m ending this article with that insightful quote because it illustrates greatly the way people perceive and interact with brands on social media, and how maintaining a consistent and active presence on these platforms can impact the success of a brand.
Mariana and her team were fantastic to work with. Responsive, understanding, and organized. Most importantly the quality of the work is exceptional. I am tremendously proud to be represented by the branding that Design Etiquette created for my business.
Brandon Chillingworth — Hacked BD
Your logo. Your flag.
— Your logo. Your flag. — Your logo. Your flag.
Creativity, Brand Strategy
I can’t remember how often clients have asked us to design a logo representing their brand values, history, niche, customers, believes, and strategy. Wait! What? No.
First, let’s start with the definition and function of a logo: A logo is a graphic element, symbol, or emblem used to identify a company, organization, or brand.
Is it possible to enclose all your brand information in this simple graphic? The answer is no. Instead, I try to explain to our clients that they should think of their logo as a country’s flag. And let me explain this analogy:
Pick a country, any country. Say, Costa Rica. Its flag has a simple blue, white and red stripe combo (similar to Thailand’s, but inverted). If you’ve never seen our flag, you won’t know what you are looking at. But if you have, you probably have an image associated with it: Nature, “Pura Vida”, Coffee, Keylor Navas, Gallo Pinto, Peace. All your associations go hand in hand with your life experiences and personal preferences.
The same thing happens with your logo. When people first see it, they are just going to see graphic elements (whether simple or complex, monochromatic or colorful). As people start interacting with your business, your logo takes on new meanings: great brand, good service, interesting company values, inspiring brand story. Your brand identity and marketing can give your customers an idea of what to expect from your product or service, but your logo alone, which is probably the first thing they interact with, can’t. If your business was a country, your logo is its flag.
Your secretary yelled at your client? Does your latest flavored frappuccino taste like kombucha? Did your flight attendant kick a passenger out of their flight? Many big brands have had a customer experience gone so bad and viral, that they’ve turned their logos into the equivalent of House Bolton’s sigil, making everyone run in the opposite direction when they see it. If you are not on top of your game, your logo could start having negative connotations: lousy customer service, cheap products, and unacceptable business policies. This is why it’s important to craft every aspect of your brand so that, in time, the associations that people have when seeing your logo, are good. Hopefully great.
So start thinking about your logo as your business flag, and start analyzing the associations people have about your brand when they see it. By doing this, you’ll find ways to improve your business and help your customers better. Your brand value, after all, is what they make of it.