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Branding, Identity & Logo Design Explained


As an owner of a business or simply an entrepreneur, you probably have the clear knowledge to make a solid mark on the minds of your customers is a daunting task. Through the creation of a trusted, consistent and recognizable image of the brand, you make yourself able to win the hearts of your customer and earn their loyalty and grab their attention. Without creating a clear differentiation between you and your competitors, you could easily be out of the race.

To put in it in the simplest of words, a key factor to your company’s success is definitely your brand.

When the majority of the people imagine of a brand, the initial thought comes is the logo design. While the logo is a core brand aspect, without a doubt. Usually the immediate association (visually) with any company, there is more to your brand than just your logo.

To build and promote any great brand, there are generally three terms that are key and a core requirement to have awareness of:

– Brand – What is the perception of your logo company among masses?

– Branding – Your actions are taken to build a specific image of the brand

– Brand identity – The group of brand elements that are tangible and by getting those together create a singular image of your brand.

Let’s get deep knowledge about these concepts:


A set of unique and distinctive perceptions, feelings and ideas that people have in relation to your company, which keep it separate from available alternatives, is called Brand.

What the consumers think about your company, is basically represents your brand. As rightly put by Intuit’s co-founder Scott Cook, “A brand now is not what we tell to the customers, a brand is what customers talk among them what it really is.”

For example, many brands and stores for furniture exist in the market, but one which really hooks the majority of the customers’ minds with itself is IKEA. When people imagine some stylish furniture and that too at reasonable prices, Sweden originated company is the immediate association.


Although it is the customers who tell what really your brand is, there are some definite actions which one can take as an owner of a business to put himself in the commanding position.

This is known as branding. The active and continuous process of perception shaping which consumers have in their minds about your brand. All those steps which you plan to take and spread awareness and build a reputation around the company and its services or products, dwell in the kingdom of branding. Your efforts towards branding many times may not fully be injected into the minds of the customers, but more cohesiveness and deliberation in the efforts, more chances are there of success.

Before making mind to take decisions regarding branding, the first thing to consider is: what is the real perception you wish to make a lasting impression onto your customers? What is your brand goal? Just dig in and be authentic just to find the real “Why” related to your company. This strategy of high level can tremendously help to provide you the guidance towards branding decisions.




The process related to branding which you are able to build your brand identity: a collection related to your company’s tangible expression. For example, your logo (logo company), voice, typography, and colors. The more cohesive, distinct and specific the above-named elements are, the more chances are there that they would be enabled to differentiate your brand which is admired and recognized.

The logo of IKEA, for instance, changed quite a few times in the past, but maintained its consistency since 1967: changes were made for only font, colors and preserving shape. The current color combination of blue and yellow translates reliability and trust, yet affordability and friendliness. Together with oval framed naming, round lettering, and boldness, this builds and shows strong established inclusive and impressive brand. But still, the logo is one among many elements which serve to build the brand identity. Taking IKEA’s example, its website provides easy navigation which greets every visitor with the “Hej!” voice popping out that organically embodies the Swedish roots of the company. Furthermore, the fact of IKEA that their stores (physical) are self-service needing purchasers to pick up themselves their desired items from the store’s warehouse.

A brand and any living entity are synonymous to each other. A brand can be undermined or enrich cumulatively over some period of time, the product related to hundreds of small gestures.

It is not just a decision of operational and financial nature: it fits well too with the brand’s economic ethos. Similarly, their open floors maximize the store spaces’ utility in all spheres. The yellow and blue, large IKEA’s bags represent the identity of the company too: they are highly durable, practical and most importantly, simple. Obviously, the ultimate personification of the brand identity of IKEA is their actual products which they sell. All their products seamlessly combine affordability, style, and efficiency.

All these elements, in together, give IKEA’s brand recognition or identity strength and craft the image which is user-centric, friendly and economical.

The image or identity of any company is being developed by using several visual devices:

-A logo (a sign of the whole brand and identity)

-Stationery (envelopes, letterheads, business cards, etc.)

-Marketing collateral (brochures, websites, books, flyers, etc.)

-Packaging and products (the packaging with the products that are sold)

-Apparel Design (tangible items that the employees wear)

-Other communication (touch, audio, smell, etc.)

So, as someone of you kicks off to build the brand identity of your company, be conscious and satisfied that every element is fairly contributing towards the achievement of overall perception which you desire to engrave in your consumers. Simply keep in mind the separation between the terms which are often confusing – brand identity, branding, and brand. This differentiation is also a step towards the right path in the creation of a cult brand.


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Logo Design Services In Australia

To celebrate any occasion like Australia day etc. we are having the thinking that time has come we should give a look at some creative work. The incredible work that is just popping out of this wonderful country these days. We have collected some top-notch studios who are providing magnificent facilities regarding logo creation and design. Below are 10 top most design studios related to logo in Australia. These are must visit and we are dead sure that these will inspire you a lot in each and every holiday or important occasion or event.

Number 1- Lost and Found: Logo Studio

Studio named lost and found is an agency for the purpose of a brand consultancy. This studio has a stringent focus on the industry which relates to different sorts of beverage and foods. Lost and Found studio was founded by a genius couple or you can say a team of husband and a wife. This consultant agency work to boast to amplify the portfolio loaded with illustrations that are charming enough together with a plethora of personality.

You can have a look of our favorite logos including branding of tongue in cheek Urban Bohemian, winery label of Knee Deep which has a brilliant style of pen and ink, etc. Do check out this studio.

Number 2- Dashcreative

The name called dash creative is almost synonymous to design studio which is a full-service actual or physical presence in Melbourne. Dash creative has the specialization in digital web design and branding. Their style of branding and creativity is diverse, adaptive in terms of unique requirements of every single client, and they have the hunger to thrive towards the scene of restaurant and retail.

We are their huge fans just because of their work of print for the Cascade brewery. Cascade brewery covers everything from stunning tasting notes to stylish letterpress invitations.

Number 3- Motherbird

Mother bird is yet another design studio physical presence in the city of Melbourne. The mother bird has a core focus on communication. They are enticing towards edgier aesthetics, this studio which is working on three main pillars has engaged in plenty of work with the giant MTV alongside their projects considered as bold such as Chunky move together with a plethora of other studio work which is inspiring to see.

Their mantra is simply loved: We are here to drag boundaries, we are here to unlock doors, and we believe that we will not leave any stone unturned”. This is something we all should desire and live upon just to be creative in our lives.

Number 4- Yoke

The yoke is also a studio and a logo maker Australia which has the presence in the city of Melbourne. Yoke offers communications that are end to end and blend the services which are traditional in nature. The yoke is a design making studio that has the vision of web design, strategy, and branding.

You have to check out the blog of Yoke for some insightful visit related to visual inspirations and current trends.

Number 5- BRWN Prints

We have certainly been in awe for quite some time when we talk about BRWN prints. BRWN prints is a logo maker Australia and nothing less than a haven for the services of luxe and bespoke textiles. This beautiful print studio is supposed to be a favorite one among those brands that are high end (you can include BBC) – and it definitely is not difficult to guess why. They have their permanent location both in Melbourne and Sydney, along with Paris, L.A, New York and London.

Number 6- Nude: A design Studio

This design studio is a combination of campaigns, packaging, and branding. The nude design studio has its presence across Perth, the western side of Australia. Their contemporary approach and clear lines are simply catchy and engaging that everyone can feel its vibes of minimalism fan making.

We always feel awesome when we see their artwork related to Seventh Duchess Apothecary along with their refreshing approach towards the property development project for the Somersault presented by Match.

Number 7- Alphabet Studio

Alphabet is simply a print, motion and web studio which has its presence in London and Sydney. Their prime focus remains on the circle of Hospitality, property industries, education, entertainment, and arts.

Their phenomenal work differentiates them from the others in the market. Because, they have carved out some clear ways and methods to make every niche mentioned above, stand out in comparison to each other.

In recent times, they have done work on some print-oriented materials for the event of the 40th anniversary of the famous Sydney Festival, and the yearly January event which attracts more than hundreds of art lovers and art creators, performances as well as cultural events in all the lengths and breadths of the city.

Number 8- Creative Method

The studio called creative method have maintained its focus around creating brands that are majorly available for small and large scale businesses being operated in Australia as well as across the globe. We love their packaging designs that are totally luring and are simply not coming softly to inspire others.

You certainly have to give a detailed look, especially to their bottle labels designed for Alternative Organic, Holy Water and Strangelove; simply brilliant!

Number 9- Lollilu

Lollilu is also a studio makes Australia logo design which has the presence in Sydney. Lollilu creates designs that are contemporary for editorial, lifestyle products, packaging, and paper products. It comes among the favorite clothing designers, while their work is on display gracing skate brands and gracing surf. Gracing surf includes Rip Curl, Volcom along with high-end labels such as Ben Sherman.

Number 10- Jac&

Jac& is also a design studio makes Australia logo design based in Australia. They have an approach more like a “less is more”. Their service has the wings that cover signage, packaging, digital, print and branding – all having a trademark minimal approach which customers clearly demand and watch out for.

You should see their work done for one Japanese restaurant Lover of mine and Soko to get more insight into their outstanding approach.