So why should a freelancer spend money on branding?
One word: CREDIBILITY.
When you have distinctive brand assets, used consistently across your materials, it shows potential clients that you are paying attention to the details. And if you are paying attention to the details for your own brand, then they can expect you will pay attention to the details on client projects. When you add some creative flare and personality to your personal brand, it will help attract clients who are looking for more personality in their videos. Ultimately, investing in proper branding creates a presentation that will generate trust and confidence in your services. You'll just look more like you have your act together.
Our first step is to settle on a company name. Then we'll move onto the tone and personality behind the brand. This will inform the brand colours and trademark design. In the meantime, check out the designs below to get started thinking about different styles.
First of all, a brand is not a logo. The term LOGO is short for Logotype, design-speak for a trademark made from a custom-lettered word (LOGOS is Greek for WORD). The term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the trademark is a logo, symbol, monogram, emblem, or other graphic device. IBM uses a monogram, for example, while Nike uses a symbol. Both are trademarks, but neither are logos. Clear? What really matters here is that a logo, or any other kind of trademark, is not the brand itself. It's merely a symbol for it."
- Marty Neuneier, "The Brand Gap"
THREE KINDS OF TRADEMARKS
(Not an option for you because you're not going to spend $1M and 20 years creating brand recognition.)
WORDMARK + SYMBOL
A logo and symbol combo can be used together or alone. (Think twitter for the smallest version.)
I like the wordmark + symbol combo.
• It broadens the scope of what we have to work with as far as a vibe and personality for the brand.
• It focuses the creative work more on the symbol instead of just on stylizing letter forms.
• The two elements can be used alone or together depending on the placement.
• The symbol can be anything, and not representative of the letters in the company name.
OLD SCHOOL STYLING
(shown without colours)
A MODERN TAKE ON OLD SCHOOL STYLING
BY LONDON DESIGN AGENCY TWO TIMES ELLIOT
(shown without colours)
CURRENT DESIGN TRENDS
VARIOUS STYLES FROM SUPER MAGIC FRIEND
VINTAGE ANIMATED LOGOS WITH SOUND STAMP
GIFS BY MOTION GRAPHICS DESIGNER
SEE HOW ONE OF HIS LOGOS WAS DEVELOPED INTO AN ANIMATED GIF
WE WANT TO DESIGN A LOGO WITH A FUTURE ANIMATED VERSION IN MIND.
CREATIVE DIRECTION (in process)
I'm always looking for ways to add extra personality and distinction to a brand. A consumer electronics brand might have a very minimal trademark, but could pair that branding with a colourful and playful product design, ad campaign or package design. But for your business, the trademark will be seen on stationery and on your website. That's it. So any personality needs to come out in the trademark, colours, and any extra content developed for a website.
Therefore, I'm thinking that your logo should either be white on a solid colour block, or colourful in itself. It shouldn't be too minimal or basic. Because we need to stuff all the brand personality into just a couple elements. And if we go on to develop an animated version, that GIF should be dynamic and a little showy.
FUTURE WEBSITE CONTENT
I have an idea to fill out the website with some big, illustrated, full screen sections that showcase the kinds of clients you work with.
Imagine some illustrations of generic devices with a little text about what you do for startups.
- Symbol: animal
- strong | trustworthy | high-end | sense of humour
- flat with shadows and/or silhouette elements
- Colour: pastels and a mature look. Nothing bright and overly saturated
Antony's selected styles
Work by Brian Steely
- Style like the Phish logo above.
- Symbol: Pug with a space helmet (Pug because their head in round and will fit in a round space helment. And because Antony likes pugs.)
- Wordmark: Simple Sans Serif typeface