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Your brand is not your logo.

June 18, 2020 Loreto Cheyne

Your brand is not your logo.
  • and it’s not your colours
  • or your “mood board”
  • or any of the visuals that make up your brand image.

A while back I visited a Facebook group where the big question of the day revolved around the members’ brands. One woman wrote: 

my brand is all about mermaids and the sea. So teal is really important to my brand.”

Ummm…..what???

I had a really hard time with that. I don’t

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“I really need to get my brand sorted out”

March 17, 2019 Loreto Cheyne

“I really need to get my brand sorted out” is one of the comments I hear most often from business owners.

And there’s just so many things I have to say about that, specially when said business owner is standing next to me, looking confused, overwhelmed and and sometimes just frustrated.

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Is that your company logo, or just a well-worn cliché?

August 13, 2018 Loreto Cheyne

As a graphic designer I’ve developed a few odd habits-or hobbies if you will. Over the past few years, it’s become a habit to check how many dental offices use a molar as their “logo” or as part of their signage. And they never disappoint. Think about it: how many “molar” logos do you drive by on your way home? I regret to say some well-travelled roads in Ottawa have an abundance of them (that would be Innes Rd.)

So today I thought I’d share some thoughts on  visual clichés.

And while I love to pick on the molar, don’t get me wrong: dentists are by no means the only perpetrators. To be honest, in the world of visual imagery there are greater offences. But as a business and marketing strategy, choosing a well-worn cliché as your logo just doesn’t make sense.

Consider this: if your logo is “quite similar” to 10 others in a 5 kilometre radius, what are the chances your logo–and your business– will stick out and make an impression with a potential client?

So my question to you is: why spend money on a logo and brand image that does nothing to portray you as unique and distinctive?

UK designer David Airey (Logo Design Love) has some great thoughts on the topics of logo design and branding. Here’s what he says about visual cliches:

Just because it’s relevant, doesn’t mean you can’t do better using a design that doesn’t depict the product or service your client provides.”

 

And I have to agree. There’s a vast number of logos out there that depict the product or service they represent.

  • think of all the

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