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When I first decided our business name, I thought of the importance of my mission, our target audience and what I’d like to achieve through my purpose.
If you analyze BRANDS WITH A PURPOSE it says more than just design or help for new businesses. It reflects companies who are impacting the world through a social mission or a personal interest to improve our communities. Therefore, such an important matter needs to be reflected as our brand identity through an image that captured attention in a few seconds. Before any drawing or design was attempted, we had a brainstorming session on how we wanted the personality of our company displayed. The image above shows different homes, we used them as foundation to our concept by asking which one looks more steady, which arrow fits the movement? Is the business in motion? Then we move to the personality of the organization. What type of character, process, mindset, approach, orientation has? Is it new, old?
Questions so simple as female or male, dark or light, singular or plural had to be answered. After many, many hours, we decided to be represented through a diamond. Why a diamond? A diamond is carbon first, then goes through a metamorphosis and much needed polishing to become a shining stone of high value. Just like a brand built from scratched where the value is similar to the importance of its purpose. Now that we have a concept… what’s next? The first thing we did was running a google search for the word “purpose” and in this case we found that a helping hand was mostly used as a symbol of support.
The image on your right was our inspiration, our team captured exactly how a hand can display the importance of support while forming the shape of the letter “P” for our key word “Purpose” So, to quickly recap… we have a helping hand to reflect support, and shaped as a P to showcase the word Purpose. We also have the main concept which is a DIAMOND… now we need to choose colors.
Did you know that each color has a meaning and is attached to an emotion? Think about big brands like McDonald’s or Coke they use the color red which is usually used to attract big masses. The color red means, passion, energy, danger, happiness and is associated with excitement. Since colors are so important, we thought of a shade that could provide trust, security, longevity and empathy. Therefore, we selected white to associate it with new, shine, stars, light. Black to show the aspect of carbon and decided on our main tone MAGENTA or berry to represent love, harmony and balance.
Isn’t it fabulous how each step helps us develop a total concept? Like I mentioned in my last blog, a logo should reflect your values, services and personality and is very rare that a templated image can support such specific and customized needs. After merging all our components, we now have to build the final piece which will be the icon and ideal fonts that will represent our organization. We wanted a trusting, ever changing, shining, balance and harmonious look and feel. Our final design is not only an image but a beautiful & professional statement to the eyes of our clients. WAIT! That’s not all… once the logo has been created, you must deliver the images in different types of files. They have to be formatted to a high resolution, low resolution PNG, pdf, vectorized and with a transparent background. You also need a brand guide that gives you the rules on how to use your colors, and icons as well as one ink, two inks and full color options. Below is an example of the different color versions:
One of my suggestions while you are working with your designer is to request a full branding kit. Each designer will provide you with different packages. The most common one is stationary (logo, letterhead and email signature) other may offer social media profile images, some might add banners or business cards. A logo kit may range from $350 to $900 dollars, depending on the hours and the intricate design and amount of added values you request. I don’t doubt that some of the template-based logos offered in the market place can look nice for $40 but think of FIRST IMPRESSIONS. Your presentation will be the first experience with your potential client and you only have ONE opportunity to do it right. Templated logos may be seen frequently used by other people, just adding some changes like different fonts and colors, yet you will never know if you have a unique customized image designed exclusively to represent your brand identity. Remember that every time your customer or prospects sees your logo, they will immediately associate it with your name and your services. That’s why you should include it in all your communications, postings, and visuals. Your brand will create a memory and the better your logo looks and feels, the better outcome you’d have with within your market place. If you are in search of a personalized design, whether it is a logo or any other print, or digital project… We are here to help. Just call us at (617) 870-1379 or email us

All images are property of Brands with Purpose, Inc and are featured as example & visuals for this blog. The duplication or use of these images are not authorized.

They are intellectual property of Brands with Purpose, Inc. Copyright © 2018 Brands with Purpose, Inc. – All Rights Reserved.

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