jamuse Blogs! - You say tomato, I say tomahto. When identity design isn’t simply a logo.

A Logo - Identity Design - Branding. What do YOU call it?

By: kristy ewing

12/9/2007 8:08 AM

Yesteryear it was the savvy businessman who recognized the value of a good logo. He had a vision that extended beyond the product or service his company offered, he knew how to market, and he knew that his logo would help set the stage for how the public would see him. Nowadays, design firms are all a buzz with a service they offer called “identity design”. Critical to their business is selling clients on the fancy name that implies something more than “just a logo.” You say tomato, I say tomahto. So what IS the difference between a logo and identity design? It could be night and day, depending on where you shop for design. But first a little history…

Back in the 1950’s and 60’s if a company went to a big ad agency—although there were design studios back then, they “existed primarily to produce work through ad agencies”*—it would not only get a logo, it could get a package of work, which included corporate stationery and advertising. Mind you, top dollar was paid for these services with the expectation of achieving nation or worldwide brand recognition and record sales. By the roaring 60’s logo design alone could cost a corporation, such as an airline, $40k+ out of pocket. Today, especially with the advent of the internet, you can find graphic design job shops on every corner. Bidding wars between starving designers result in “logos” for $99, or less! These inferior, clip arty designs don’t come with guidelines for using the logo in company advertising, let alone a business card. Hence, the reason for professional designers to set themselves apart from the fray and to make the distinction between a mere logo and identity design.

Identity design is more than a logo all on its lonesome. It takes into consideration other aspects of design, specifically as it relates to a company’s look, its brand. Initially the logo must represent its owner uniquely and differentiate them from the competition. A well-designed logo will, in the blink of an eye, relay a company’s inherent quality, and should be especially appealing to its target market. Additionally, the first and oft times secondary typography which accompanies the logo on business cards and stationery is specified. Other graphic elements such as a photo, illustration, or swoosh, may come into play when affixing the logo to packaging, websites and advertising. These too may be a part of a company’s identity design. Medium to large corporations require a “style guide” to assure that all who have access to the company mark are instructed on its use and application. Style guides contain examples of how to, and how not to use a logo, other identity defining graphics, and typography.

If you are in the market for a logo, consider building a relationship with a graphic designer who will bring more to the table than just a logo. Good designers are sticklers about creating continuity across all graphic communications that disseminate from your company. By engaging them to design your corporate stationery, signage, brochures, and advertising, you are ensured of an overall consistent style, helping your company look its very best. Today’s savvy businessperson recognizes the value of good identity design.

Submitted by Kristy Ewing. Kristy is a graphic designer and principal owner of Ewing Creative.

*Note: excerpt from “How’s Business? Design Firms Abroad Discuss Their Practice” by Linda Cooper Bowen. http://www.icograda.com/web/feature-past-single.shtml?pfl=feature-single-2.param&op2.rf1=167

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Comments (4)

Re: You say tomato, I say tomahto. When identity design isn’t simply a logo.

By BeeCre8tive on 12/10/2007 9:01 AM

So true! These are good points about the "other" things a professional designer will bring to the equation -- namely the consistency between multiple media. That's why we shouldn't be shy to charge for more than "just" developing the logo. (And personally speaking, it's been my experience that clients looking "just" for a logo are usually more trouble than most!) Thanks for the great article! Katie McCaskey --- Katie McCaskey Writing and Design Services Bee Cre8tive LLC www.beecre8tive.com

Re: You say tomato, I say tomahto. When identity design isn’t simply a logo.

By Lost&Found on 12/10/2007 2:32 PM

I've gotten slick. O'kay maybe not. I have an outsource printer that has helped me make money on the most use printing out there. So get away with charging a good professional price for my services. But I have to admit that I still find myself running around like a chicken with my head cut off looking for new clients to offer digital printing services while I brush up on web development. But when it comes to Logo designing. To the client. I call it "Branding" helps me get more bang for my work and make the client feel that it's not just a logo that they are getting. Which is what I work towards giving them.

Re: You say tomato, I say tomahto. When identity design isn’t simply a logo.

By miles57 on 12/11/2007 10:02 AM

Thanks for the great topic Kristy... this one could go on for some time since a successful identity program for any business, large or small, should always involve much more thought than just some fast-food/drive-thru/get-it-on-special logo design. I never take on a "logo" design without making it part of a larger identity package that, at the very least, involves a stationery package of business card/letterhead/envelope. I would never do a logo design for someone and then let them do what they will with it, as you can be sure it'll get butchered. Once, I made the mistake of handing off a stationery package to a photographer client that I spec’d as a three-color job (yellow, red, and black) which he then had printed himself. I figured he’s another creative-type who would know better then to mess with my work and he could save a few bucks supervising the print job himself. Big mistake! The printed piece came back silver, pink, and black because his wife liked those colors! Moral of the story is try to keep as much creative control as possible or all your hard work and creative rationale may go down the drain at the very last moment. That brings up another good point about identity design… any good designer will more than likely have to do some real digging to get at what the true message is that should be conveyed through the I.D. design. A lot, if not most, clients are pretty unclear about what visual identity they want to convey out there in the business world and it’s our job to help them figure that out. I try to always give clients some kind of formal survey to fill out that will get them thinking about some of the issues that are involved in an identity program. Usually this involves a scale with polar opposites on either end (large vs. small, casual vs. corporate, traditional vs. cutting-edge, etc.) that describe certain characteristics as they relate to the firm and how they do business. I then ask them to choose where on these characteristic scales their firm lies. After studying their responses you get a picture of how they want to be perceived and can begin to arrive at some kind of verbal cues as to what kind of identity design they need and can begin to translate that into visuals forms. Without some kind of research into how this firm pictures itself and the actual identity they want to portray to the world, you could just end up with the client telling you they want a fishing pole in the design because that’s what the owner likes to do in their spare time… even though the company itself may sell a product completely unrelated to fishing! Some clients think that way… that this is a way to get across the “personality” of the owner, therefore the company. It’s not that these clients are completely lacking a supply of brain cells – they’re just confusing a personality trait or favorite pastime with the real identity of the firm, i.e. what the company is about and what they do. These issues are just a few of the things one has to take into account when doing a comprehensive identity job. Some clients need to go through an education process where you have to explain to them the value of your thinking and solutions vs. a quickie $99 rip-off. If you take the time to do these things, and others we’ll probably get into later, your client will realize that you’re not just cranking out fast-food logos but giving their job what it deserves. All the effort you put into the job will be obvious, they’ll know that your fee is deserved and you will feel completely justified in charging a reasonable and professional fee.

Re: You say tomato, I say tomahto. When identity design isn’t simply a logo.

By words2spare on 12/11/2007 7:28 PM

A logo is not branding. An "Identity Package" is not branding Just as an ad isn't branding either. They are an expression of the brand, they are not the brand. Any designer/design firm touting their logos as branding to inflate their fees, are misleading clients and doing the entire industry a disservice. They are also opening themselves up to being devalued by these $99 logo/business card/letterhead websites. After all, a smart client will realize when they are having smoke blown up their ass and will likely overreact and turn to those offering canned identity packages. Until we are honest with ourselves, we cannot expect to be treated honestly by our clients. Just a thought.