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One of the most frequented jobs for a Graphic Designer is the task of designing a logo. There is a whole lot more that goes into designing a logo than many may presume. First off, in this day and age, designing a logo is not enough. Organisations with layers and levels to their management require more than a logo, they need a brand identity.

We shall give you the low down on what these terms mean to designer and design career, as well as the needed tools and direction one should take when constructing a logo and a brand identity. This is also a formula that we as a brand adhere to and have used to grow the design division of our business.

Phase 1: Know the Lingo!

THE BRAND: This refers to the emotional response to a company, its products and services. Can also be perceived as the conversation that clients would have with one another about a specific company, its products and services. “A brand… a set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”.

BRAND IDENTITY: This describes the visual tools used to represent the business and capture the brands element. Some of the visual tools that leverage the brand element and style standards are as follows; stationary, marketing collateral, packaging, signage, messaging and more.

THE LOGO: So where does the logo fit in all this? The logo is central to the visual elements, identifiable and signifying. Commonly in form of a symbol, logotype or a combination of the two; a logo has online casino five primary functions.


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Phase 2: Research, Your Vision and the Design Brief

This is another important stage of the creative branding process. Here are some key areas and questions that can make up a part of your design research.

  • “Who is your audience? Are they tech savvy? Are they active on social media?”
  • “What benefits do your products and services bring to your clients?”
  • “What are the customs in your business and is there a fabrication process for your products?”
  • Market awareness, brand perception VS consumer behaviour

THE DESIGN BREIF: This should contain a summary of the research carried out by you. This must contain, target audience, messaging objectives, values and brand mission. It should also include your budget expectations, projects schedule, file formats and other deliverables.


If you are starting your career as a freelancer, we suggest you stick around for more careers advice. To know more about Ellae Creative, our work and creative process, click HERE to schedule a sit down with our readily available team.

Stay tuned to our next blog post for a continuation of this important design process

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