For a logo to be most effective, it should be made up of three logo components - A primary logo in horizontal or portrait format, a secondary logo in the opposite format, and a brand mark. In this post I'm going to dive deep into the reason why you should never overlook incorporating a brand mark into your branding.
To do this first let me explain what a brand mark actually is. It's exactly as it sounds, it's the brands mark. It's a compilation of certain elements of the brand composed into a more compact and visual version. It's sole purpose is to act as quick and easy to digest additive to your logo. But to really understand a brand mark we must also understand what a brand is. Contrary to what you might think, a brand isn't actually how your brand looks, it's about how it makes you feel. It's not the logo, website or packaging, it's about how all of elements (colours, fonts, tone of voice) all combine to engage and connect you to the brand. And the brand mark is the glue that combines all of these together.
So why does your business need a brand mark?
01. EASY TO DIGEST
The human brain processes images 60,000 times faster than text, and 90% of the information we absorb each day is taken from the things we see. So there's no wonder why us brand designers put so much effort into crafting the perfect brand mark. It's the quickest and easiest way for your consumer to connect with your brand. Nike is the perfect example of this. The logo is actually a combination of the brand mark, the 'swoosh', and the word 'Nike', but they have done such a great job of establishing a connection to their brand mark, that the swoosh mostly appears on it's own now. That's the power of a good brand mark.
02. CREATIVE COHESION
Have you ever looked at a brand and just thought wow, every single aspect of this brand just combines so perfectly together. Well my friends, brand marks are the secret sauce that's keeping this burger together. They are a key ingredient to creating a cohesive brand flow that works across multiple platforms. When done correctly, they can not only serve as an added visual element, but as an integral part of the emotional connection your brand should have with it's consumer.
03. TARGET YOUR WHOLE MARKET
Statistics say that around 65% of people are visual learners. This means over half of our target market are likely to absorb the information we're communicating more effectively if there is a visual aspect. That's why it's SO important to make sure your brand mark isn't just an after thought, it needs to be perfectly crafted to connect to your audience instantly.
Hopefully this has helped you to understand a few of the reasons why it is so important to include a brand mark in your brand identity. Are you ready to make a mark? I'd love to help you to stand out from the crowd, get in touch today.
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