A logo and visual identity are part of your company's personality—your brand image. It's a flag that your loyalists stand behind; it's a badge that your employees wear; it's a face to your organization that potential customers see each day.

 

A great identity design should reflect a great organization. In some cases, you're a startup and need creation of an identity, in other cases, you may be an established business that wants to be repositioned in the eyes of your audience.

 

What makes a great identity?

A logo and supporting brand materials that are distinct, clever, memorable, simple, adaptable, on-target, and help create retention of who you are in people's minds. The designs should be personal and help people relate to you.

 

Think of iconic logos like the CBS eye, Coca-Cola script, and I 'Heart' NY. People have the opportunity to embrace these when first introduced to them and then reacquainted over repetitive and consistent use. Thus, they can make a connection to your company, and hopefully, it's the right one. Additionally, a logo needs to be applied in an engaging and strategic manner to all sorts of informative and promotional material to support it and build your visual image.

 

Identity design, a discipline of graphic design, is the bridge between business, art, and people.