Brands are a symbolic representation of an organization, product or entity. So it is important for the company to create a brand symbol that is unique, meaningful and memorable. A strong brand symbol creates recognition and loyalty among customers, building value and trust.
A brand symbol could be a logo, an image, a typeface, a color, a slogan, or a combination of all these elements. It is often used as the most visible communication device of a company or product. Good brand symbols can be essential in creating a recognisable and effective brand, setting it apart from the competition and communicating key messages and values, reinforcing their broader brand purpose.
When it comes to creating an effective brand symbol, the starting point is usually to decide on the main components of the symbol. Is it a logo, an image, or a typeface? It’s important to take into account how the symbol may be used and what different media it might be used in, such as print, web, television and motion graphics.
The next step is to consider the look and feel of the symbol, including the font and colour palette that will be used. It is important to ensure that the design is consistent with the company’s existing visual identity, reiterating the core messages of the brand.
It is also useful to consider the meaning behind the symbol, looking into the cultural, historical and symbolic context of any visual elements that will be used in the design. This could be the use of an animal or an abstract shape that might convey a strong feeling or message.
Finally, it is essential to test the brand symbol to ensure that it is both meaningful and memorable by asking friends, colleagues and customers for their opinions and feedback. This process can often lead to greater insight and understanding and evolution of the symbol to make it even more effective.
The creation of a strong visual identity will be an integral part of any business’s marketing and communication strategy, helping to create recognition and loyalty amongst customers, as well as reinforcing the overall brand messages and values. A successful brand symbol allows businesses to stand out from their competitors, engaging and connecting with their customers in a unique but meaningful way.
