“Logos are the graphic extension of the internal realities of a company.” 

- Saul Bass, graphic designer and Oscar-winning filmmaker

In modern brand building and marketing, your logo is what pins every aspect of your company’s presentation together. It is the single most important piece of design you will create, and it will be replicated on packaging, letterheads, business cards, signage, uniforms, letterheads, advertising, social media, sponsorships, and across dozens of other touchpoints to your brand. That it needs to look good is a given, but a successful logo should be so much more.

Branding for Kelly Chandler, by Creative ID

“The logo is an identifier but it’s also something that stands-in for who you are.” 

- Steven Heller, design writer

When a client first approaches Creative ID about a logo, opening up our professional suite of design software or sketch pads is the last thing we do. A talented graphic designer can create a logo that looks good using standard fonts and simple images incredibly quickly, but it may not represent the brand the way a strong logo needs to, and without deeper understanding of the brand, it is even less likely to stand the test of time.

Contrast this with a brand designer’s approach:

At Creative ID, we won’t pick up our tools until we fully understand the brand our logo design represents. We converse with our clients, we explore their business, and we ask questions that really delve into the brand personality and culture. Through experience, we have developed a short but thorough questionnaire that we ask every client to complete so we can extract the best possible brief for the task. The questions range from simple colour preferences and favoured existing logos to those about target audiences and competitors, what the business is, and where it intends to be in five years, ten years, or beyond. We dig deeper into buzz words such as ‘innovative’ to understand not just what they mean according to the dictionary, but what they mean personally to the client.

One of the most common responses we have from our clients at this stage is,
‘We’ve never been asked that before.’
For me, that is how we know we are doing things the right way.

When we create a logo, it is a bespoke design that helps tell the story of a brand. We can’t do that if we do not first understand that story.

“Designers actually can change the world for the better by making the complicated simple and finding beauty in truth.” 

- Michael Bierut, graphic designer


Branding for Atul Kochhar, by Creative ID

“Logos survive because they can adapt to countless formats.” 

- Sagi Haviv, graphic designer

Our luxury driving events client, RS Xperience, needed something that would work on cars, uniforms, and a full range of merchandise alongside all the standard branding touchpoints. In order to make this work, printing costs, possibilities, and potential pitfalls on all different types of materials need to be considered at the design stage, as does how the logo will be impacted by context. A logo might look great along the side of a van when the doors are closed, but how does it change when the door slides open?

“Vaishali went the extra mile to fully understand what the logo should convey about the restaurant and also took into account the look and feel of the interiors so she could design a logo that was in harmony with the overall concept. Vaishali and her team encapsulated the essence of Vaasu first time without any changes needed. It’s been a pleasure working with Vaishali and I am delighted with the logo; I would highly recommend her.” 

“Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark.”

- Jay Danzie, brand strategist, writer, and speaker

Nicola Russill Roy_female business coach_Creative ID
Branding for Nicola Russill-Roy Ltd, by Creative ID

“I recently had the logo for my business designed by Creative ID and am so pleased with it! The process prior to designing gave me confidence that their designers really had a good idea of what my business was about and what I wanted for my logo, which was very important to me. This trust was reinforced by the communication with Vaishali, who kept me up to date with the progress and I never had to chase anyone up. I was also really impressed that there were differently priced options as this meant the logo was actually affordable to me. Thank you everyone at Creative ID!”

- Rosie, Join the Circle, Creative ID Client