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Branding & Logos

A Brand has the power to make a lasting positive impression before you've even said a word. The potential, too, to give your company an unsavoury reputation when the brand has been poorly executed or altogether ignored. In a modern competitive environment, that is a risk any company takes when making the assumption that "no one will base their decision on doing business with us on something as simple as a logo", and yet as consumers we do it every time we pick up a product based on the appeal of its packaging or draw conclusions on the sophistication of a company from a business card. People have become quite versed at detecting professionalism from increasingly subtle cues.

Not convinced? Accenture released findings in 2001 that revealed "a reputable brand" was the single most important buyer influence well before the remaining factors of service, price and product variety (TAYLOR & HUNTER, 2003). Beyond the now widely circulated finding by (LINDGAARD et al. 2006) that a first impression takes only 50 milliseconds and therefore is almost exclusively non-verbal, there is consolidating evidence that online audiences only take 2.66 seconds to first fixate on a website (SHENG, LOCKWOOD & DAHAL, 2013) and may develop enough of an impression to leave within 10-20 seconds (NIELSEN, 2011) . A study on establishing trust online found that 83% of responses regarding rejection of trust focused on visual presentation (SILLENCE et al., 2005). It is growing implausable to argue that the visual quality is not therefore the most compelling reason for first impressions and initial judgements of quality.

I've taken care to source these results from academic conference proceedings and the NN/g rather than sensationalist marketing blogs or hype-and-trash-articles with no links to the stats they cite. But as any reader of similar articles might know, your mind is largely already made up, so if you're interested in establishing a new original Brand or a rejuvenating an old one, or if you need to further deliberate whether a strong Brand can have any impact on your organisation, I invite you to keep reading...

Logo of the Mad dash fun run to raise money for clean water An Academic Conference logo celebrating Research presentations A logo update for Australia's premier HCI conference A logo proposal for a Freelance writer and journalist (not final) A project focusing on Urban Planning and Housing in Australia A rejected rejuvenation of an old logo during a website overhaul project

The above are a small collection of commissioned logos I've created as a Freelance Designer. Hover over any that piques your interest for a larger preview. To be honest though, I'm most proud of my pro-bono logos Designed for non-profit Open-source projects. Why? because "artistic" freedom is a wonderful gift and having the trust of a client makes a project both enjoyable and memorable. See for yourself;

A logo for a web-crawling library project that trawls the web A logo for a message-encryption project A logo for an Open-Source project focusing on Extensible Binary data formats

I talk non-profit at →

And of course Branding is about more than logos. A Brand is most effective at establishing a recognisable face when it is consistently applied. To that end, perhaps the most important inclusion in a Branding project is the brand guide itself. Here's a sneak peak of the Brand Guide I put together for SecureX's new Brand;

A capture of SecureX's brand guide document detailing logo use, colours, typefaces, spacing and recommendations for consistent application


I'm not a giant Branding consultancy, so my costs aren't the astronomic figures you read, like 5 million dollars to get a bloated agency to draft you a wordmark. My feet are on the ground and my costs are less than AUS$1000 for a completely custom logo with 3 revisions built in as part of a three-step process of ideation, revisions and alternative compositions. If that sounds reasonable to you, drop me a line =)