When creating the visual aspects of a business, most people think about the main logo and color pallet. The important element that usually gets left behind is the brand mark. A brand mark is a member of your logo/brand suite. It is a tiny, often simple symbol used to leave your stamp of association on a product or offering. Think of it as your brand’s initials.
When someone sees your brand mark, you want them to be able to immediately recognize it and feel the vibe you are wanting your brand to give off. This blog post is going to outline 4 measures you can implement into your brand mark to make sure you are making an impact on your ideal client.
1. Convey Your Identity/Values
The brand mark is one of many methods you can use to unveil the deeper meaning behind your business. You are able to use symbolism to reflect deeply held values and beliefs. An example of this can be found in the branding I created for one of my clients. She is a clothing boutique who sells modest clothing to Christian women. In one of her brand marks, we made sure to use a white heart. The white symbolizes the purity she wants her brand to symbolize in the lives of women who encounter it. The heart symbolizes the love she wants to be shared by her brand.
Another example is a brand mark created for Bryt Candle company. They are an eco-friendly candle company who is using refillable candle inserts to reduce waste and produce a cleaner burn for the environment. With their brand mark, we created a flame emblem that doubled as a leaf, to represent the environmental side of their mission.
There are many ways you can represent your values through your brand mark. Sometimes it just takes a little extra brainstorming and a helping hand.
2. Be Consistent
If you decide to use your brand mark as a part of your packaging for a product, make sure you use the same brand mark for all products in that line. The cohesive use of your brand mark will make it more recognizable to your audience. They will begin recognizing it as your stamp of approval and associating your products with you.
3. Make Sure it is Relevant
You can definitely get creative when designing your brand mark, but make sure it remains relevant to your business. For example, you probably wouldn’t want a sock brand mark if you are a lawyer. Could it possibly be fitting if you tell a big long story about how the sock came about? Yeah, maybe, but that is a bit of a stretch. Make sure your brand mark aligns with your brand and stands on its own. You should not have to explain the meaning behind it every time someone encounters it. This may seem like common sense, but I see it all too often.
4. Focus on Simple and Timeless Design
Following trends will have you looking cool for a couple of months/years, but what happens after that? You end up with an old design that is no longer in style. This is what you want to avoid. It is a waste of your money to follow trends and have to keep redesigning every time there is a shift in the tide. Instead, try to focus on simple, timeless designs. You can do this by using simple shapes, like circles, arches, and squares as a base for your design and then sticking to letters or small emblems in your design. A brand mark does not have to be super intricate. It can be simple. Think of it as your business’ initials. We don’t need the full signature here. Just a short-hand version that people will be able to recognize you by.
If you keep these four tips in mind when you are designing your brand mark, you will walk away with a mark that will represent your business on multiple levels and become an integral piece of who you are. Think of the Nike check mark. This is a simple brand mark but is now recognized world-wide and makes them millions of dollars every year. Your brand mark can help you do the same.
Until next time friends…
Upward and Onward,
Bailey Thibodeaux
Founder of Honeywave Creative
