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Brand identity design can encompass a range of processes, from creating a logo and choosing a colour scheme for a brand to deciding on an advertising strategy. Although hiring a company to carry out brand identity design will cost money initially, many industry commentators would advise a business to view it as an investment: a strong brand will remain in the minds of customers, attracting repeat business and word-of-mouth success.
Within brand identity design, there is the concept of customer equity - put simply, the value a customer attributes to a product or service, the value he or she attributes to the brand and finally, the likelihood for them to stick with the brand in future. Brand identity design is therefore one of the key forces behind any company that wants to stand out from the crowd, remain profitable through customer loyalty and attract more customers organically.
The logo is a small but very important part of any brand identity design process and is worth spending time on to ensure it is as good as it can be. Text logos are popular because they are capable of conveying a message as well as securing a distinct identity for a company, but it can be difficult to come up with an original text style. Meanwhile, illustrative logos are more suited to companies with readily-identifiable service or products, but can be more memorable than those featuring text.
If a company is struggling to come up with a simple but effective logo that does not already exist, there are a range of graphic design companies that will be able to produce a professional and distinctive result. These companies should be happy to provide a business with examples of their earlier work, in order to give a good idea of the kinds of designs they create.
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