ImageCo is a visual branding business and our mission is to assist our customers lay that cornerstone and drop that anchor. A logo serves in the same way, it is a foundational element that supports the business it represents, and it also serves as a reference that helps guide a brand as it grows. It is also a brand’s cornerstone, since a cornerstone is the first stone laid when constructing the foundation of the structure above it, and once it is laid it will serve as the guiding reference point for every building block that comes after it. A logo acts as an anchor because the entire brand experience is anchored to it. A logo is a brand’s anchor and it also acts as the cornerstone of a company’s brand image. Some people compare a logo to a smile or a handshake which is slightly true, however it’s actually far more than that.
Without a logo, a business’s brand is no more than a fading memory because customers would have nothing to anchor their experiences too. It is quite true that your logo is not your brand, however what does that make a business that has no logo? One thing is quite certain, it all but guarantees that a brand with no logo will be faceless and forgettable. The expression “your logo is not your brand” is a statement that is often stated with such vehemence by individuals working in the branding sector, that one ought to question why so many people in branding firms despise logos as much as they seem to. I do not claim that I am the best brand identity designer in the world, but, I do know what I’m doing and my clients are inclined to agree. But don’t take my word for it, just check out my work and see for yourself. For over two decades I ‘ve been creating memorable logos and brand identity designs that tell stories and resonate with clients. ImageCo is one person, Tim Garner, I am an independent branding professional. But, in skillful hands, it is quite possible to strike a balance between both and create a logo that both informs and emotes and reaching that sweet spot is what your business should hope for from their brand identity designer. But no logo can genuinely tell your story or explain your business, and travelling down that road often makes for a brand identity design that does neither. The challenge is to make a logo design that is simplistic enough to be understood at a glance and conveys enough information that it can express who you are. Crafting a brand identity or a business logo that is both unforgettable and expresses the story about who you are or what you actually do is a monumental task.
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