Brands. Logos. Identities. These terms get thrown around a lot. What do they all mean? Your brand is how you are perceived as a whole. It’s your reputation. Your personality. A logo is simply the graphic representation of your brand. Think of it as your signature — you are not your signature, but your signature represents you. It’s often the first thing people see from your business or organization. It better be good! An identity is the logo plus all the other visual goodies that represent your brand.

Logos come in a number of flavors. Word marks employ typography alone (think FedEx or Coca-Cola). Symbol marks use only icons or pictographs (Apple or Starbucks). Most logos are combination marks, incorporating both symbol and words. The newest flavor is the system logo, where the logo itself becomes a springboard for much of an organization’s design (MTV was an early adopter). Regardless of flavor, Flek aims for logos that are simple, memorable and versatile that also represent the single most important attribute of your brand — your punch line.

We start by asking a lot of questions. What makes you tick? Who are your customers? How do you stand out from your competitors? Where do you want to be in 5 years? We’ll write a creative brief for your approval that outlines our findings and provides a road map for the design solution. We generally share two to four designs for your consideration. Our job is not to show a lot of designs, our job is to show you the right designs. After your review we may make revisions or, occasionally, generate fresh concepts. Once a design is OKd we make final files, variations (such as black and white versions or social media icons), and documentation to help you use the logo files correctly.

Flek can design virtually anything that represents your business or organization: stationery, print collateral, websites, signage, products and packaging, apparel, trade show displays and advertising. We have created hundreds of logos and thousands other print and digital communications pieces, making us an ideal choice to build your brand’s identity. Contact us to talk more about how we can create consistent, compelling, cost effective and actionable design to enhance your bottom line.