and the importance of branding
What is a brand?
It is important to note, a logo alone is not a brand.
A brand is an effective consistent use of any number of various elements and tools.
This may be the most important part of your brand because it creates the basis for all of the other elements. There is a good chance that your business name, tagline, colours, images, and promises will be shown in your logo design in a graphic visual form. A good logo designer knows that the main duty of your logo is to communicate this information and will make sure yours does so in a way that is unique to your business and visually attractive to your community.
Wording is an integral part of your brand in addition to your logo. This can come in the form of a tagline, in your name, or in the tone of language that you use in promotional material.
This broad category – includes the colours, images, and other visual elements used to represent your business. Some of these may be dictated by your business’s industry, but others are completely unique and entirely yours. The best person to help you decide what colours and other visual elements work best for your customers is your designer. Designers tend to have a good sense of what different images and colours mean to different people.
Your brand promise is basically your authentic guarantee of what customers can expect from you. This may be low prices, great service, or a certain type of product. As with all promises, it is important to follow up on this promise and to deliver what you say you will. Your promise can be communicated by words or images and serve to differentiate your business, which is the fifth part of your brand.
One of the key parts of your brand is its ability to set you apart from the competition. If you are offering the same services and wares as the business next to yours, why should customers choose you? This is the whole point of differentiation: it shows people why your business is different and thus what they will gain by choosing you over your competition. Differentiation can be based on a different shopping experience, an expanded or more specialised product line, better service, or social responsibility.
Business seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a ‘personality’ or associating an ‘image’ with a product or service, whereby the personality or image is ‘branded’ into the consciousness of consumers.
Why is brand consistency important?
In regards to branding design and the importance of branding a lack of consistency is certainly a common pitfall for many businesses regardless of size. All too often, DIY advertising material is being generated with different logos and no consistent message or theme throughout. The harm in such a practice is the consumer is subconsciously reacting negatively to poorly presented advertising material. By providing a consistent message, your company develops a personality and creates credibility in the marketplace. Your business will permeate a solid presence & will stand out amongst the crowd by showing a clear and consistent message.
INTRODUCING OUR REBRAND
Download our brand guideline & FILES here
Please contact us for our logo files are required.
This is a brief explanation of file types, what they are and who uses them: Before understanding each different file type and what they are for, we must understand that all image files can be categorised into two kinds, Bitmap based and Vector-based files. The two differ in the way computers analyse their content.
Vector-based files are more suitable for illustrations that require precise measurements. They are also easily scalable or (Resolution independent) due to their mathematical nature. However, the vector-based file format has its drawbacks as well. It is not good for displaying photo-realistic images such as a photograph because images of this type generally do not contain well-defined shapes and curves.
Bitmap/Raster -based files are more suitable for photo-realistic images that require complex color variations. They are, however, not easily scalable because each bitmap-based image is (Resolution Dependant) & mapped to a non-flexible grid. If a bitmap/raster-based image were to be enlarged, it would lose its sharpness. All edges within the image would appear to be jagged. This format can be used for both print and web with certain restrictions. Web files are usually low-resolution 72Dpi RGB colour files, while Print files are High-resolution 300Dpi CMYK colour files.
SOME FILE TYPES TO REMEMBER
.AI ADOBE ILLUSTRATOR
Is a vector graphics editing program; composed of paths connected by points, rather than bitmap image data; commonly used for creating logos and print media. Used by: Graphic Designers, Printers for creation of press-ready .pdf files .pdf Portable Document Format Created from other programs such as Adobe Illustrator. These files may contain both text, bitmap/raster images, forms, annotations, vector outlines, and other data.
Used by: Graphic Designers for client proofing, & Printers for printing.
. EPS ENCAPSULATED POSTSCRIPT
EPS files are supported by several different drawing programs and vector graphic editing applications. It is good practice to use eps files with vector information.
Used by: Sign Writers for cutting large vinyl signage & Printers for printing.
. JPG JOINT PHOTOGRAPHIC EXPERTS GROUP
A compressed image format used for storing digital photos. Also a common format for publishing Web graphics since the compression algorithm significantly reduces the file size of images. However, the compression used by JPEG may noticeably reduce the image quality if high amounts of compression are used. Remember .jpg file are mainly low resolution 72Dpi RGB colour files for web use, however, High-resolution 300Dpi CMYK colour files are used for printing.
Mainly used by: Web Designers Also used by: Sign Writers & Printers.
. PNG PORTABLE NETWORK GRAPHIC
This file type has the same structure and limitations as .jpg files with the additional feature of transparency for web design. These are not usually used for printing.
Used by: Web Designers
.TIFF TAGGED IMAGE FILE FORMAT
TIFF files were designed to be a standard image format for saving high-quality color images on multiple computer platforms. A bitmap/raster filetype with the ability to maintain transparency with the aid of a vector clipping path. These are NOT usually used for web design.
Used by: Printers for printing.