branding and logo
Frequently asked questions
and glossary.
logo & branding FAQs
Here are some commonly asked questions about logo design and brand identity.
What is the difference between a logo and a brand?
A logo is just one element of a brand, which encompasses the overall perception and experience customers have with a company. Visual brand identity includes a logo, logo mark, fonts, color palette, illustrations, and photography/videography style.
What are the key elements of a strong brand?
A strong brand includes a unique logo, consistent visual elements, consistent messaging, a clear value proposition, and a strong online presence. Understanding these elements can help differentiate your business from competitors. One way to stand out is to show your personality in your branding.
Can I create my own logo, or should I hire a professional?
While DIY logo creation is possible, hiring a professional designer can ensure that your logo is unique, high-quality, and aligned with your brand strategy. Professionals understand the nuances of design that can impact brand perception. Professional logo designers also have experience working with printers and swag creators, so you’ll be assured you won’t run into any issues in the future. It can be difficult to acquire a vector file while DIYing your logo. A vector file is needed to apply your logo to many types of media.
Why should I choose a local designer for my Utah logo design?
Choosing a local designer for your Utah logo design offers several advantages. Local designers understand the unique culture and values of the community, which can greatly enhance the relevance and appeal of your logo. Additionally, working with someone nearby allows for easier communication and collaboration throughout the design process. This proximity can lead to a more personalized experience, ensuring that your brand identity truly reflects your business's vision and connects with your target audience in Utah.
How often should I update my logo?
Business owners often wonder about the frequency of logo updates. While there is no set rule, it’s generally advisable to refresh your logo if it no longer represents your brand effectively or if your business has significantly evolved.
A good time to consider updating your logo or branding is before printing it on a new product or starting a new marketing campaign. This is important because you can avoid having to reprint items and redesign advertisement materials.
logo & branding glossary
Here are some commonly used logo, branding, and graphic design terms.
Brand: The overall perception of a company, product, or service, shaped by its identity, and customer experiences.
Brand vs. Branding: Branding is the steps you take to shape your brand including, visual elements, messaging, marketing, customer service, etc. Your brand is the result of those efforts as perceived by customers.
Brand Awareness: The extent to which consumers recognize and recall a brand.
Brand Consistency: The practice of maintaining uniformity in branding elements across all platforms and materials.
Brand Differentiation: The process of distinguishing a brand from its competitors to create a unique market position.
Brand Equity: The value a brand adds to a product or service, based on consumer perception and experiences.
Brand Guidelines: A document outlining the rules and standards for using a brand's visual and messaging elements.
Brand Identity: The visible elements of a brand, such as logo, colors, and typography, that distinguish it from competitors.
Brand Loyalty: The tendency of consumers to continue buying the same brand over time due to positive experiences.
Brand Activation: The process of bringing a brand to life through various marketing initiatives and consumer interactions.
Brand Mood Board: A visual collage of images, colors, and typography that conveys the desired aesthetic and tone for a brand.
Brand Positioning: The strategy of placing a brand in the minds of consumers relative to competitors.
Brand Review: Having a branding professional audit your brand identity and make suggestions for improvements. Schedule a free Branding Review.
Brand Story: The narrative that communicates the values, mission, and vision of a brand, helping to connect with consumers emotionally.
Brand Touchpoints: Any interaction a consumer has with a brand, from advertisements to customer service.
Brand Voice: The consistent tone and style of communication that reflects a brand's personality.
Cohesive Branding: A strategy that ensures all branding elements work together harmoniously to create a unified image.
Color Palette: A set of colors used consistently across branding materials to evoke emotions and convey brand identity.
Color Psychology: Using the emotions associated with colors to strategically convey ideas about your brand.
Convert to B&W: Converting an image or icon to black and white and ensuring optimum visibility. Some may require editing to ensure details aren’t lost.
Cross-Branding: A marketing strategy that involves collaboration between two or more brands to create a combined offering.
Design Brief: A document outlining the objectives, target audience, and requirements for a design project.
Graphic Design: The art of combining text and images to communicate ideas visually, essential in branding and logo creation.
Icon: A simplified graphic representation of an object or concept, often used in logos to convey meaning quickly.
Iconography: The use of images and symbols to convey specific meanings or messages within branding.
Logo: A visual symbol or emblem that represents a brand, often consisting of text, graphics, or both.
Logo Lockup: The arrangement of a logo and its accompanying elements, such as a tagline or icon, in a specific layout.
Logo Mockup: A visual representation of how a logo will look in real-life applications, such as on products or signage.
Logo Mark or Logomark: A square or circle symbol or icon version of a logo that represents a brand without the use of text.
Logo Review: Having a logo designer audit your brand identity and make suggestions for improvements. Schedule a free Logo Review.
Logotype: A logo that consists primarily of the brand name in a stylized typeface.
Logo Variations: Different versions of a logo that may include color changes, layouts, or adaptations for various uses.
Logo Vectorization: Converting a raster file to a vector graphic. Raster (image) files have to be recreated in vector software to become vector files.
Negative Space: The empty space around and between the subjects of an image, which can create interesting shapes and enhance design by guiding where the viewer looks.
Original Design: This means all my designs are created by me. My designs are never created using AI or outsourced to a white-label service.
Print vs. Digital Branding: The differences in branding strategies and design considerations for print materials versus digital platforms.
Rebranding: The process of changing the corporate image of an organization, often involving a new name, logo, or design.
Raster Graphics: Images made up of pixels, which can lose quality when scaled up; often used for photographs. Including PNG and JPG files. (See Vector Graphics).
RGB vs. CMKY: RGB color scales are optimized for screens. CMYK color scales are optimized for printing. It is important to choose colors are available on both scales, so your brand colors don’t appear different on a screen than when printed.
Single-Tone: A design that is created using one color. This allows it to be used for engraving, in black and white, or over busy backgrounds without losing any details.
Slogan: A catchy phrase used in advertising to convey the essence of a brand or product.
Social Media Branding: The practice of promoting a brand through social media channels to engage with consumers.
Sustainability in Branding: The incorporation of environmentally friendly practices and materials in branding strategies.
Target Audience: A specific group of consumers identified as the intended recipients of a brand's marketing efforts.
Typography: The art and technique of arranging type to make written language legible, readable, and visually appealing.
User Experience (UX): The overall experience a user has when interacting with a brand, including website design and customer service.
Vector Graphics: Images created using mathematical formulas, allowing for scalability without loss of quality, commonly used in logo design. Including SVG, AI (Adobe Illustrator), and EPS files. (See Raster Graphics).
Visual Identity: The visual elements of a brand, including logos, colors, and typography, that create a cohesive image.