Branding tells a story, it's the identity, the culture and character of your business. One of the advertising positions I held, years ago, was copywriting client's "on-hold" advertisements and messages. I know...yes, I wrote the message you hear when you are put on hold. It was quite the entertaining job. Bouncing from writing copy for casinos to banks and veterinary clinics... Let's just say I drank a lot of coffee!
Part of the job also meant matching music selections for in-between message segments. So, what does that have to do with branding and the "WHY" behind logo design decisions. Often, clients would pick whatever music they liked best, say Hard Rock, but the advertising was for a retirement home...not a good fit. When you brand your business don't just pick what fits your personal style. Keep it in mind, but realize, it may not be a good match for your professional style.
That is where methodical, professional and creative branding comes into play. We take the time to think about the "WHY" behind the design. For example, the above badge we designed for client, Behrens Artistry, mimics makeup brush strokes. Black and white were chosen to represent a high fashion style. The EST 2013, typography reminds us of the font we would see on bar codes for makeup products. If you don't have the "WHY" figured out, it's time to make some changes, strengthen your brand identity and grow your business.
Here is a fun article on the meaning behind some of the most famous logos from buzzfeed! Check it out!