Choosing a strong brand identity is one of the most important investments you will make and often times designers (and clients) don’t push hard enough for the best solution. It’s true that almost anyone can hire one of those online, inexpensive logo factories who will give a business a fairly decent brand logo, but often times those marks appear superficial.

By that I mean that the mark may not generate any real engagement or connection from your target audience. A strong brand builds relevance, credibility and establishes trust. A strong brand should speak to your target market and motivate customers to act.

An experienced designer will take the time to ask a few core questions to get to know your company values, market conditions, competition and target audience. These are all essential steps in the research and design process that will determine how effective your brand will be. At Charene Creative, we often develop taglines as logo brand identities are evolving because they are an important part of the message and story that build stronger brands.

Of course, if your organization doesn’t have a brand identity, it needs one! If your brand is currently established but you feel it could use an update, ask yourself why. Has something important changed to motivate a rebrand? Rebranding just for the sake of change is not a good enough reason.

Any brand creation should start with a strategy that revolves around goals. That’s what should define the design process and help a unique visual identity to evolve. Meshing strategy to design is the only way to truly achieve an outstanding result.

Below is just one example of the process Charene Creative went through to create a visual brand identity for Pam Wilson and her new company, PSW Surface Profiles. As a side note, we identified several domain names for Pam before we ever began the branding process. That’s for another blog article and we’ll be announcing her new website soon too!

Below are all the logo variations shown to PSW Surface Profiles.

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Final logo chosen by PSW Surface Profiles with slight revisions from above variations.

PSW Surface Profiles Final