At Bearfoot Graphics we believe a key factor to building a successful business is creating an appropriate and effective brand identity. As part of this it is really important to have a great logo that communicates your brand clearly, but is also unique and appealing and sets your business apart from your competitors. We believe that a successful logo is one which provides a clear, positive and professional representation of what your company does and what you stand for. Your logo should attract the attention of your target customer/consumer, through a design that either appeals to them visually, or demonstrates that the company provides the service that fulfils their needs.
There are a number of elements to consider when creating a new logo
1. The name of the business, this is the core of the design, other
elements should work to enhance the representation and meaning of the
2. The brandmark or illustrative element that is included in addition
to the text. This element acts as a visual signifier of the brand and
in many instances is also used to give more context to the brand name.
Although there are some very successful brands with a purely typographic
logo, most tend to be made up of at least these two key parts.
3. Alongside the brandname and brandmark, a possible strapline can be
used and then there is the consideration of a colour palette and
typeface choices. The aim of all these elements is to collectively
communicate the desired impression of the business that the company wish
to make on the viewer in order to attract their target market or
Logos which have stood the test of time
Nike chose a brand name with a great deal of meaning behind it. Nike,
Greek goddess of victory, her siblings representing force, strength and
rivalry; all qualities or goals to which their stereotypical target
consumer aspire, whilst also representing Nike’s own brand values. The
typeface chosen for the word “NIKE” was specifically selected to
represent the key traits of a sportsperson, such as to be strong, solid
and bold. Italicisation implies movement and speed. The iconic Nike
“swoosh” brandmark clearly relates to the brandname, it is meant to
symbolise the flight of the goddess. Cleverly, this “swoosh” is also
shaped as a tick, automatically associated with positive connotations,
as if to imply the brand is a great choice. The specific shape and
design of the tick also gives the impression of speed, smoothness and
streamline, which again would be appealing qualities to athletes that
Nike would hope to attract as customers. The “swoosh” is a perfect
example of how a brandmark has become so widely recognised that it can
stand alone as an icon of the brand and still be easily recognised by
many. This has then enabled Nike to use it as a signifier of the brand
that they can manipulate to target more specific markets; such as gender
or type of sport, by altering the colour or adding additional elements
to customise the “swoosh” to have greater appeal to the particular
market. Alongside these two main elements the strapline of “just do it”
is well known and gives an added sense of energy, power and drive, all
key brand values that attract the attention of their target market.
We have implemented these successful theories and methods within our
own designs. Examples of how we have done this can be seen in our brand identity and creation for our friends at Smart Talk.
The main focus of the logo is the name “Smart Talk”, this has then been
enhanced and reflected by the added speech bubble design element, which
adds context to the name. The logo is designed within a square,
allowing for the bubble to be formed, and bringing the elements together
to form a workable structure which can easily be placed onto a range of
designs and layouts. This creates synergy throughout all the businesses
branded materials, as seen with the business card and compliment slip.
If you need something new and are thinking about a rebrand, or just a
refresh of your identity, give us a call or drop us an email, we would
love to show you what we can do!