What makes a good brand?

You may have heard designers say that brands are much more than just logos, and they’re right.

A good brand is one that is clear in its identity and values and able to communicate it effectively to its audience. A successful brand connects with its consumers and reflects the target market. This involves the brand digging deep to understand its values and understanding its culture to create an identity true to what it stands for. It is also common for rebranding to occur when the brand values have shifted and no longer align to its visual identity. A good brand is one that has developed a unified vision that allows for clear communication, productivity and decision making in every area of the business.

In a world where there is less space and media time for a brand to operate and be viewed, it is the brand that is able to communicate itself succinctly and cohesively that is the most successful. A good brand includes elements such as: colour choice, language, tone, design and the message behind the brand which allow it to shine. The logo is also part of the brand package which serves as the focal point of the brand and is one that is recognised by the target audience, whether good or bad.

A good brand is one that is able to piece together all of the elements and project a unified image that truely reflects the brand’s values.

The brand logo: What is a logo & Where it comes from

made agency sydney

As we begin a new blog series on all things design, we pay homage to the logo in our first post. Reviewing the foundation of all that is connected to brands and brand identity, the logo represents all that an organisation or a business stands for, and also what it creates and how it serves its audience.

This post will cover the basics. What a logo is, where they come from, who makes them and what they mean.

In the next few posts, we cover the process of designing a logo, and the steps we at Made Agency, follow while creating one for your company. In addition to this, we will also share why logo’s are so essential for a thriving business – especially for one in this digital age.

WWF - Made Agency Logo Design 3M

What is a logo?

Mostly, when asked about what a logo is, people imagine them to be symbols that contain some kind of abstract or pictorial element. For example, Nike’s ‘swoosh’ or WWF’s panda. As you may know, a logo may also contain letters, words numerals and punctuation marks. In fact, a logotype – is just that – the word that we get from the logo.

Logos are also part of what companies commonly refer to as ‘brand identities’. It is usually part of something bigger – an identity package. This can include a new name and a slogan/endline/tagline, the development of a corporate visual system, and a verbal ‘tone of voice’.

In the midst of all this, the logo remains the focal point of any identity system.

The creation of a logo is the largely considered the archetypal graphic designer’s art. It compresses meaning into a few noteworthy marks, it is the distillation of the big and complex into something that is simple and unique. As a communicator in the digital age, it will be hard to find another way to make your mark on the world, with your work.

Where do logos come from?

Logos seem to be as old as the dawn of evolution itself. With branding used to define ownership in the marking of cattle, in Ancient Egypt, and was also used by Greek and Roman craftsmen, which allowed goods to be traded anywhere in the world, and which continues in todays’ modern world, in the form of trademarks.

The packaging of early mass-produced goods in the 19th century was branded with company insignia to aid their distribution from centralized factories and also to differentiate them from locally produced competitor products.

A logo is useful both as an identifier and as a point of difference. Symbols are understood by people of different languages and cultures. As companies grew and diversified across industrial, commercial and national boundaries, the scope of identity programmes also expanded.

If you’re interested in creating a new identity or brand for your company, please contact us at studio@madeagency.com

Camden Council

Camden Council

Client: Camden Council
Services: Animation, Graphic Design, Art Direction

Made were commissioned to create a timeline and animation for Camden Council showing the growth that has been undertaken at the council over the last three years. We wanted to develop an emotive story and create a journey for the council that showcases the huge transformation that is taking place in the area.

Camden Council

Seacapital

Seacapital

Client: Seacapital
Services: Branding, Graphic Design, Art Direction, Website

Seacapital specialise in property management, residential sales and project marketing exclusively for developers. We wanted to create branding that was professional and eye-catching, incorporating ‘Sea’ into their iconography with using the typography to create a wave. We created their complete corporate identity including stationery, corporate documents, website and environmental signage.

Sea Capital

Corkscrew

Corkscrew Cellars

Client: Corkscrew Cellars
Services: Branding, Graphic Design, Art Direction, Website

Corkscrew Cellars’ boutique stores are all locally owned and operated. Behind their extensive selection of Australian, New Zealand and international wines, beers and spirits, are real people who live and breathe the industry. Made recently created a new website and identity to showcase this experienced and knowledgeable brand.

Corkscrew

ETF Securities

ETF Securities

Client: ETF Securities
Services: Marketing Online, Cooperate Communication, Print

ETF Securities Australia is an expert, independent provider of accessible investment solutions. We produce all of their corporate communication (including online and print marketing) and the design and production of their quarterly ETF Landscape information booklet.

ETF Security

Mainbrace

Mainbrace

Client: Mainbrace
Services: Branding, Graphic Design, Corporate Identity

Mainbrace is Australia’s most experienced retail builder. We were commissioned by Mainbrace to evolve the logo and Endline lock up for all of their corporate communication. We evolved their existing brand to enhance the visibility and recognisability of the Mainbrace branding.

Mainbrace

Bendooley

Bendooley Estate

Client: Bendooley Estate
Services: Branding, Graphic Design, Art Direction, Website

Made Agency were commissioned to completely redesign and rebuild the website for Bendooley. We wanted to create a showpiece that really encapsulated the beautiful architecture and surrounding scenery of Bendooley’s grand estate. It is a spectacular destination within the Southern Highlands. We incorporated stunning imagery in the website design to showcase the beautifully preserved 200-acre property. We also built the booking platform with online payment gateway and made the site easily updatable so the client could update themselves with ease.

Bendooley

Mr. Juicy

graphic design services sydney

Founded in 1985, Mr. Juicy is one of the oldest juice manufacturing companies in Vanuatu. For the re-launch, we rebranded Mr. Juicy, to give it a modern refresh. Introducing Mr. Juicy Kids with Apple, Pineapple and Orange as their signature flavours.

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graphic design company

graphic design company sydney

graphic design services sydney