There‘s more to a brand than it‘s name. As this example demonstrates, certain key elements emerge to build and maintain brand equity.

An effective brand is served by a signature that is often referred to as a logo. What‘s curious are the dynamics that surround the successful design and implementation of this brand signature. 5 components map successful logo development. In combination they define your brand in ways that are unique and serve as an anchor for brand equity.

1. The trade name.
There are numerous ways to describe your company but all require due diligence with regards to your ability to trademark and protect your trade or brand name, how well it describes your product or service, and to what degree it represents your brand position.

2. Typography.
Type treatments affect the perception of brands in ways that are both subtle and obvious. Selecting and recognizing the proper type treatment for your logo is the first step towards an own able and unique brand signature.

3. Color Palette.
Your logo is the flag for your company and should reflect a specific color or combination of colors that dramatically, yet implicitly, set you apart from your competition and will ultimately become a recognizable association with your overall brand experience.

4. Icon
From the Coke wave to the Golden Arches, icons serve to provide you with a simple and easily recognizable symbol that transcends the limitations of local languages, and can serve to enhance or add dimension to your product or service.

5. Lockup
How all of these elements hold together and are assembled defines your “lockup.”