As part of a visual identity, a logo is undoubtably one of its most important elements.

In one single device you have captured the name of your business, depending on its style, you have injected a little personality of what the business feels like. The font and typographic styling will lend a particular tone. Its colour will position you as being bold and affirmative to cool or refined.

Your logo does a lot of hard work and sits there at the forefront of your business identity. No wonder we often refer to a logo as your mark of quality. It’s what you use to stamp your reputation on.

But a logo isn’t a brand. And as a visual identity, a logo on its own isn’t going to take you very far.

Using the core components of the logo will help you to realise stretch in the visual elements you can use.

The primary logo font may inform the way you use headlines in marketing. A unique colour will refer back to the logo and can be used across all applications and is a great identifier when the logo isn’t present.

You may consider bringing new elements into the mix – a secondary typeface, a particular way of styling images that are unique and memorable; lines, waves, zig-zags – a whole host of stuff and style that will grow your visual toolbox.

And what next? Environments, texture, pattern, associated graphic elements that derive from the style of the logo to the styling of documents and distinctive social media elements.

To be successful, all these associated visual elements have to come together as a whole, that they all belong in a world in which your logo – your business, exists.

If you’d like to talk about how you could get more out of your logo please message me.

#branding #logo #logodesign #brandstretch #storytelling