What are you thinking when you catch sight of a swoosh on a pair of running shoes or a pair of golden arches while driving down the road? Immediately, you think of Nike and McDonald’s, sight unseen. It is, in essence, the projective power of a brand mark. It’s not just an image or a design; it’s a visual expression of identity, values, and emotional connection so that it stays in the mind of the consumer. But what does that mean, and why does it carry so much weight for marketing?
This blog demystifies what a brand mark is, its type, how it affects, and how one makes their brand mark stick. You will finish knowing not just the why, but the how of creating brand marks that work so well for your business.
What is a Brandmark and Why Do You Need One?
A brand mark is a graphic element from a brand used since the year, and other graphic forms symbolize what differentiates a brand from its own brand attributes. Picture it, then, as a symbol or motif that distils into a readily recognizable form what a brand is all about. Unlike wordmarks (that include text) or slogans, the meaning of brand marks is expressed through visuals only.
Once you understand the basics of a brand mark, exploring how it’s elevated in luxury brand marketing offers deeper insights into premium brand strategies.
For Marketers, that means we now have a super loaded weapon to:
- Build instant recognition.
- CALL TO MIND Emotional state or memory associated with a brand Labelroscope PETER GABRIEL: If you’ve ever listened to a Peter Gabriel album, you understand.
- Boost overall marketing campaign performance with increased brand recall.
In research from Siegel+Gale, simple, memorable logos (which are one of the elements that make for a good mark) are 13% more likely to get consumers’ attention and stand out in a cluttered field.
A Brief History of Brand Marks
From Stamps to Global Symbols
Branding is a concept that has been around for several thousand years, from ancient civilizations. Farmers and merchants identified their livestock and other goods with unique markings pertaining to ownership or quality.
Modern-Day Branding
The 20th and 21st centuries turned brand marks into global ambassadors for businesses. There are certain things logos and logomarks are designed to achieve these days, other than pure aesthetics. They are created for purposes of storytelling, emotional interaction, and strategic branding.
Types of Brand Marks
All brand marks are not created equal. Here are some of the primary types of brand marks businesses use today:
Abstract Marks
Abstract brand marks are original shapes or icons that don’t directly represent something in the physical world but are still recognizable. Consider Nike’s swoosh or Pepsi’s circular design. They trade in the currency of feeling, often keeping them timeless and transferable.
Pictorial Marks
These are direct and literal logos, something that’s a picture of the product or a symbol for it. The iconic Apple logo of Apple and the bird of Twitter are perfect examples.
Wordless Symbols
Other brands rely purely on visuals with no text at all. For instance, Starbucks sometimes strips its brand name from certain materials, counting only on its mermaid icon.
Lettermarks
Some places simplify their logos into initials. IBM, HBO, and NASA, for example, are companies and organizations that use lettermarks, which are instantly recognizable to a company without the name of the company supplied as a logo design, and not a difficult logo design.
Mascots
A little personality in your branding goes a long way, and that’s where some mascots come into play. Think of the Pillsbury Doughboy or the Kool-Aid Man. 2.) Mascot. Even though they are a traditional method, they still work for some businesses.
Combination Marks
These combine text and images on the same screen. Burger King and Adidas are both examples. And they are adaptable because brands can use the text or the image solo if they have to.
Making of a Successful Brand Mark
Nike’s Swoosh
Why it works: It’s straightforward and scalable, and it instantly tells a story of motion, action, and energy, which is in line with Nike, a sportswear powerhouse.
Apple’s Apple
Why it works: The bitten apple conjures up readily identifiable symbolism (knowledge, whimsy) and is simple, which is in line with Apple’s emphasis on easy and innovative design.
McDonald’s Golden Arches
Why it works: Arches are incredibly recognizable when seen from afar, and nostalgia and immediate hunger pangs are associated with the brand.
These examples offer a little insight into what it takes for a great brand mark:
- They are universal and tend to be effective on different platforms.
- They are short and sweet but leave an impression.
- They’re visual and emotional fits for brand values.
The Marketing Force of a Good Brand Mark
Instant Recognition
A distinctive brand mark breeds recognition. Even a split-second look is enough to trigger memories of your brand, and thus a powerful visual shortcut in marketing.
Builds Emotional Connections
The colors, shape and design all can stir feelings. For example, the blue hue in a brand mark can suggest trust and reliability.
Facilitates Brand Loyalty
Uniform, identifiable company branding brings in repeat clients. Strong mark brands are more likely to stick in the mind.
Amplifies Advertising Efforts
Your brand mark can be a campaign visual tool and can be a visual reminder to connect to your message in an instant.
Making a Good Brand Mark
Use this step-by-step guide to create a successful brand mark:
Step 1. Understand Your Brand
What does your company stand for? Begin by defining your mission, values and unique selling propositions.
Step 2. Define Your Audience
Who are you designing for? From design style to color choice, your audience is going to be calling the shots.
Step 3. Keep It Simple
Avoid unnecessary complexity. Less is more in a design that translates well and has staying power.
Step 4. Choose the Right Colors
You react to different colors with different emotions. For instance, red is what we associate with passion and excitement, while green can generate thoughts of nature and sustainability.
Step 5. Test for Versatility
Your brand mark should work well on everything from business cards to billboards.
Step 6. Refine Constantly
A brand changes, and so can its mark. Make changes thoughtfully to polish your image without alienating brand advocates.
Current Brand Mark Design Trends
Minimalism
Simpler designs rule the day. Sleek icons ensure clarity on screens and in print.
Dynamic Branding
Brands like Google are employing logos that change based on what its users are doing or the time of the year. Featured images dynamically change things up without abandoning the strict brand. For instance, Google Doodles.
Sustainability
As eco-aware people become a larger market, many firms are developing logos & visual marks that incorporate their stance towards eco-friendliness and durability.
Bold Typography
Bold, contemporary fonts are being used in conjunction with uncomplicated visual elements to make striking logos.
Hand-Drawn Aesthetics
A few others are choosing hand-drawn or slightly imperfect designs to seem more authentic, more personal.
Reasons Your Business Needs a Brand Mark
A brand is every bit as much about what people see as it is what they say, and a brand is a valuable marketing tool. If designed properly, your brand could be known, evoke emotional connections with its audience, and become king of the hill in a dog-eat-dog domain.
While it may take some time and hard work playing around to get to a mark that feels perfect, the investment in creating just the right brand mark can be very much worth it, significantly enhancing your business and inspiring long-term customer devotion. So if you’re ready to elevate your brand, begin thinking about your future mark today.
