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What are the objectives of our brands? There can be lots, but have a look at the list below to see if you recognise any for your brand.

  • To deliver clear messages about who you are and how you do business
  • To reconfirm credibility of the company – to encourage trust and confidence in your products/services
  • To communicate the promise of your company
  • To inspire an emotional connection to your target eg: aspiration (Nike),  adventure (RedBull)
  • To motivate your market to think differently
  • To cement loyalty
  • To develop and maintain your unique position

To decide to build or refresh your brand is an empowering decision. The process is interesting and the result is very exciting. You come out of the process, knowing, feeling and being the brand you want to be.

So what’s in a brand?

The Experience

A brand is more than a logo, it is the total sum of the experience a customer or prospect has of your company. It includes how the phone is answered, guests are greeted, staff behaviour, dress and signage, to name only a few.

Your brand colours:

Research suggests people have emotional responses to colours, tints and shades. Your brand colours need to reflect your brand values so you can send the right message to your audience.

Maybe a picture, icon or custom typeface forms part of your logo?

If so, its style and subject need to comply with established brand values. Icons, pictures and custom typefaces can help create instant recognition and lasting impression of your brand.


For us in the design world, a symbol is usually a combination of graphic elements that represent something – in other words, a picture that tells a story. Often this story is suggestive rather than literal.

Impact of Symbols within Logos:

People and companies are more readily recognised for what they represent, rather than for who they are. Symbols have become more and more important, and the use of them increasingly complex.

Some might argue that a logo is in fact a symbol, but it is not that simple. A logo becomes the symbol for the company’s identity, and at the same time, uses pre–existing symbols to do its job.

If used appropriately, symbols can be used to exploit the most unconscious-level of human desire, thus when incorporated into the logo design, symbols gracefully create associations between a company and that which the company would like to represent.

Shields, Badges and Crests:

In ancient history, a classic shield was used as a symbol of protection. Other hidden meanings for a shield logo could be related to security, power or control, strength, protection, safety and defence.

Scholars or academic institutions often use shields in branding to represent strength, well controlled society, as well as protection and safety within a group of people.

In sport and automotive industries, shield logos are commonly used to represent power of durability and defence.

A shield pictorial mark is also applicable to any kind of business that offers a guarantee of security or safety.

our brand typeface:

Some typefaces look friendly, some look elegant, some are modern and some look casual.

Choosing the right typeface can help set the tone and personality of your brand.

A typeface should align with your brand objectives and wherever possible be used consistently across your marketing communications.


The images you use are powerful in creating an emotive response to your brand. It can be beneficial to establish the type of imagery you want to use in your branding and how they relate to your brands personality and positioning.