What is in a logo? Your Brand Identity.
Developing a new logo requires lots of thought and discussion within companies – and not just within the marketing department. The key to developing a successful logo is to understand the vision of who your company or organization is and what you want your customers to perceive when they see your Brand. A logo is more than just a graphic; it is the palette from which your entire brand will be developed.
The process to develop a logo includes the Creative Brief whose purpose is to define your goals, your audience, your company mission/ vision and to make sure all the key stakeholders are on the same page. This process provides great insight into who a company is. Part of the CB process allows the stakeholders understand what everyone is thing. Its elements include:
- Project elements
- Company Mission/ Vision
- Target Audience
- Buying factors
- Competitive Environment
- Value Proposition
Recently, Brandwidth Solutions had the opportunity to work with a non-profit organization that specializes in Diagnostic Marketing, the DxMA. Their board members are the best of the best in Diagnostic Marketing so it was an exciting exercise. In our conversations with them they had definite ideas and wanted their new logo to provide several things:
- A fresh contemporary look
- A new color palette that all of their marketing materials could use
- A sense of a forward looking organization that specializes in the healthcare market
As part of our standard process, we provided several choices. We then refined the one they felt best represented who they are as an organization.
The new logo provided them with a color palette that they went on to implement throughout their website, www.dxma.org, and all of their
marketing materials. In addition, we also provided content and designed their new membership flyer.
We entered this new branding in the Dx Creative Awards and took home first place in the category of Brand development!