It’s the combination of both word image/icon into a single mark. It allows you to brand your company’s name, with an image. You can either use your logotype/word mark, or the combo mark to express your brand message while both will be associated as one. Visualise how your name and symbol work together, and yield the advantages and flexibilities of the combo mark.
We all know that good design combined with target messaging to your clientele will yield results. Enjoy the process.
Logo originated from the Greek, meaning word. Logotype consist of text only. They are the company’s name set with a particular typeface or a custom typeface to provide a unique feel representing the brand.
That type of logo is easy to read because the design is based on letters. They’re a versatile, easily applicable to any marketing material and social media.
A monogram is a motif made by overlapping or combining two or more letters to form one symbol. They are often made by combining the initials of an individual or a company, used as recognizable symbols or logos.
Any respected professional wants to work with their equal and thrive. The professional designer also feels the same way. With so many design service options to choose from, and considering the time and money that you plan to invest, things can get confusing.
Here are three things you should expect from a professional designer. The designer’s goal is first to listen to your wants and needs before heading to the ideation board. (I have to confess that we always have ideas floating.) Followed by some questions and observations to get the gist of the situation and start a conversation.
It should then be followed with the design brief. The design brief is about discovering what solutions might be required in order to align your design with your objectives. It’s the anchor that holds your whole design project in place with you and the designer. From the brief’s findings the designer can begin creating conceptual ideas that will bring solutions to your business problem.
If you want to find out more about the design brief, simply visit the creative process: http://smilingsurface.com/creativeprocess/
The sketch (previous logo design)
A sketch is not always sexy but it’s the inception of possible design outcomes. A direction that can spring different options without the need to bring in all the details in place. For the designer though most of those details are all in place.
There are many ways to come up with a visual system for your branding identity. You might need a motif, or a pattern to bring it all together with meaning. It’s all about the image you want to project and why. Designers need to think of all the final aspect of the card they are designing. Covering the type of paper, the colour system, the printing techniques applicable, size of the card, cost, etc.
One size doesn’t fit all
Once the logo and its name are pretty much to the desired look, the designer tries out different ways where the logo will be living. Flexibility is key but trying to work within a space that’s not ideal won’t get your logo to shine. Designers test different options where the logo might live and how it will look like.
Your colour scheme
Your branding identity is also base on a colour system. Once a main colour is chosen some complementary ones are thought out, they will support all your future applications.
A motif or a pattern that will represent you
Your branding identity can own a unique motif that identifies you. Here’s how I created the Smiling Surface motif and how it was used. See flat card below.
The silver tray
Through out history the business card also named “calling card” or visiting card. They represented status by the aristocrats of the 17th century. By the reign of Louis XIV, the visiting cards had become a staple of upper echelon. By the 19th century a visiting card was essential to the life of any upper or middle class. Each home had a silver card tray. The cards collected in the tray served as a catalog of those who had visited the household and of the households to which a reciprocal call was due. The giving and receiving of cards, then, was tangible evidence of meeting one’s social obligations.
The card’s goal is to convey the name of the cardholder, his title, his academic degrees, the company he is affiliated, and the relevant contact information. If you conduct business in another country like in China your business card will live by different rules and value.
Go and distinguish yourself.
A business card can make the right statement of who you are and what you do to the right audience. Be proud to show your card, it’s the professional ‘you’ that is left behind.
The Smiling Surface card shows who I am and what I do. A card can be more than expected with some creative thinking. The final product becomes an object that easily sits on the clients desk.
Your logo is your business main character accompanied by your company name. It’s that icon, shape or typographic element or both, that will constantly be present on all your business communications. It takes time with some investments to become Apple or Nike where they are only recognize now by their logo.
You developed your product or service with the desire to solve a problem. It’s likely that you’ve also pondered on an official company name.
Naming a product, a service or a company can be a challenge. Branding legend Marty Neumeier says that good product names have seven characteristics. I believe those qualities are also applicable to business names. Now ask yourself.
Is my name:
Easy to spell and pronounce?
Is the domain name available?
Researching your industry
Don’t you want your own style, colours, typography, and branding to be different than your competitors? I know it’s sounds obvious but we often dismiss the value of analyzing the competition’s visual approach. Because it’s where your business will be cohabiting. Designers research their client’s competition before sketching any idea.
You found some names
Now that you have a few names, test them out. You might be set on a favourite name but you need some honest feedback. Often we are too close to the subject. Ask all your key players and listen to their comments. You never know what can bloom from it.
How I discovered my business name?
Another short story.
Smiling Surface came to life after reading “Famous Brand” and some soul searching. One element was constantly present. It’s that common response when presenting design work and noticing the client’s reactions. Some were expressive, talkative, some were quietly analyzing and some were smiling at the ideas proposed. In the end it was that conclusive smile of satisfaction.
Now for the word surface. An obvious aspect taken for granted is that without a support design doesn’t exist. From that piece of paper, to the web, to the cool t-shirt you wear on weekends, the surfaces are endless. Without an applied surface design has nowhere to live and no audience.
How I came up with the Smiling Surface logo?
Combining the smile (the human element) with the exclamation point (the typographic element) it created a simple logo/icon that can live on any surface.
You may wonder why I chose the exclamation point. It’s the only punctuation mark that creates an impact to a sentence. Your message needs to speak creatively to our audience. Your product or service need to make an impact.
The design brief is the anchor that holds your whole design project in place. It’s getting to know you, your business and your present goal.
Without the brief, you may feel lost in a world of possibilities. Even the best and most experienced designers will depend on the brief to create something that really works for you. A good brief should cover all aspects of your project, including the goals, the target audience, the branding details, the media through which the design will be relayed to the customers, etc.
The brief is about discovering what solutions might be required in order to align your design with your objectives. A brochure, a website, a logo, or other types of design projects will have their own unique considerations. Following a completed brief, we then enter into the Creative Process where we bring to life real visual solutions to your project.
Research and Development
Learning more from our own research.
The creative process
Defining the problem
Let’s say you’re in a situation where you feel your product or service is not generating the projected sales. Is it a lack of credibility? Either way some areas of your product or service are not performing has you wish. Share your real concerns with the designer and emphasize why they need to be address offering some real data. Once the real problem has been formulated it’s time to explore how to bring ideas to life.
Ideas can come from different directions. You’ll need ideas for making a connection with your audience, for creating a stunning visual impact, and you’ll need compelling copy as well. Your designer will provide those ideas with some sound advice to help clear the path among the possibilities, in keeping with the discovery process that the brief provided.
After some workable ideas have been identified, some great copy will be needed to support the new direction of your product or service. Then the transformation can begin into the desired form, which may be tested on a packaging, a brochure, a website, or whatever it is that you are looking to design to bring a breath of fresh air to your market.
Testing and refining
Once into shape you can even go a step further and test some ideas again. That’s what the design process is. Refining until you have it and you’ll know when it’s right.
Approuval and Production
Now the final file is just right and you gave your seal of approuval.
The files are now heading to either the printer or the programmer.
Distribute and Celebrate
From the smell of the fresh printed pieces coming out of the boxes, to the online responsive presence, you have that feeling of empowerment and pride. Now it’s time to strut your stuff and celebrate.
Quotes are important to testimonials, to excerpts and to create a visual impact.
In English you will find dumb or straight quote that is vertical bars versus the smart quotes that are either curved, squared or angled. See samples below.
Using dumb quotes shows a lack of professionalism. Often designers need to replace quotes and apostrophes from a client’s file because the font in use wasn’t designed the smart way.
Designers comb through thousands of fonts to bring a feeling and a style to the text on a page. Among those fonts, we check if they have all the proper characters to typeset with finesse.
How to set French quotes?
In French we use the « guillemet » or « chevron ». French punctuation is set differently than in English. In French we add a thin space before and after the chevron. The colon, semi colon, question mark and exclamation mark need a thin space before.