What do you need to communicate your brand effectively?

Whether you're a freelance accountant, an MD or an Elvis impersonator, it's vital to leave your visual signature behind even after you've left the building.

I've been a senior designer in premier design studios in both the North East and North West, dealing with brand management for some leading blue chip companies. With that experience comes the understanding of the importance of a good logo and the brand image it presents.   A new company looking for an image is like sitting an exam.

Can you describe what you do in fifty words?

How about How condensing your company ethos into ten words? Or one sentence? Effective branding is tough to get right. It's the foundation on which successful recognition hangs.

We do it, providing strong logos & brand identity.

"An excellent service that is great value for money, but most of all he is very talented. Thoroughly recommended."

Lee Martin, Gag Reflex Management

Case Study for The Fresnel:

A logo design is more than just a logo. It's a representation of what the product or service is – what it stands for. A good brand tells a story.

Matt and Krista were looking for a designer for their new community theater space, the Fresnel Theater, opening in Portland, Maine. I met Matt through Comedysportz, a comedy improv show. They already had a mission statement, which is a great starting point for a designer.

It answered the questions that I'd initially ask - designer to client. What are the goals of the business, what makes your company different? Descriptive words. So that I can read and listen to the language they use and tune into their frequency and start creating visuals

In designing the logo it was important to look for something was welcoming and incorporated The keywords of playfulness community and compassion.

From a practical point of view It needed to be a bright and chunky, so that when transferred into signage on the building, it's seen clearly from a distance.

Matt was keen for the logo to reflect the lighthouses that Portland is known for. The name resnal comes from bevels in the lens of a light house main lamp that helps focus the beam. As a designer, I love that kind of creative thinking. 

Once the colours and typeface were finalised a branding guide was . This is a reference document for printers. Most large commercial brands have very detailed branding guides, but really every business should have something like this. It’s helpful to printers and is a reliable way to future proof the consistency of your brand over time.

Here’s the final logo that Matt and Krista approved.

Branding Design Manchester

Logo design | Branding
Cross Branding

John Cooper Design and illustration
John is a Manchester-based freelance designer and illustrator with worldwide clients.
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