So how do you start rebranding if you’ve never really had a proper brand?
maybe you have a shop on the high street that’s been there for 40 years – with one brand name design . . .
. . . and then there is your website that’s been there for almost 20 – with another brand name design.
. . . so because the shop brand name design is different from the website domain brand name design. . . you look like two separate businesses. . .
. . . everything’s a bit disjointed and you need to try and pull it all together.
And that was the dilemma of my most recent logo and brand name design client. . . Mr D.
As far as I’m concerned having a uniform brand name and design . . . some kind of symbol and style that binds together who you are and what you do . . .
. . .and consequentially ingrains itself in the subconscious of your clients is the main place to start.
They can’t remember you if you don’t give them something to remember!
. . . that visual imagery needs to be placed everywhere that you are. . . and on the label of every item that you sell.
So that was the plan for Mr D.
. . . but first things first.
In order to start working on this brand name design, we needed to establish what the name of the business is going to be. . .
deciding on the best brand name design
The shop had been on the Beeston High Street for a number of years before D took over it . . .
and the website was the same. . . but how many customers put any correlation with the two businesses?
. . . and now we are well and truly established in an online era then linking the brand name design for both is vital for maximising any business success.
Changing the domain name closer to the shop name was one option . . . but changing a domain name that has been established for nearly 20 years is never a good option . . .
. . . as it is backtracking on all that Google SEO that you’ve built up.
but the shop name says one thing and the domain name says another . . . so it required a little bit more than a five-minute discussion to weigh up the pros and cons and decide on the best way forward.
As the domain brand-name seemed to be the one definite thing that was most detrimental to lose . . .
. . . this is where we started.
. . . and the name of the shop – which was in truth more of just a description of what it did – therefore easily allowed itself to be transferred to a strapline . . .
[Kind of like . . . Boots – the chemist. . . Boots being the name, from Jesse Boot . . . and “the chemist” being the description of what they do.]
. . . so all elements retained, but the brand name design priority adjusted and then incorporated into a logo to be used in all places.
. . . and just to reinforce the online presence, particularly for the new shop signage, I chose to incorporate the .co.uk into the brand name design.
so there we have it:
SewingDirect.co.uk is the brand name design – (same as the existing website brand name) . . .
and “The sewing and knitting Centre” is now downgraded to strapline status – from the original shop brand name design.
Now all that was required was a nice new visual emblem to bind it all together.
The cheaper option for brand name design
Having a limited budget, Mr D was happy to ‘let me get on with it’ in the interests of a cost-effective brand design service . . . .
whereby you put your trust in my abilities and I create your logo design for you with maybe a couple of options for you to choose from . . .
. . . . but there is no room for detailed feedback or design changes . . . this is the compromise if you want a cheaper option.
. . . so some quick inspiration . . . for emblem design. . . came from looking at the current website.
(which I’m also re-designing so I’ll be working on that in the forthcoming weeks).
Interestingly my main inspiration was from a wallpaper background on the website page . . . that was Mr D’s least favourite part of the site as it had been there for as long as he could ever remember . . .
. . . the wallpaper was a repeat pattern of a lovely little flower design in green and yellow.
. . . but as far as Mr D was concerned it made the site very dated – which as a wallpaper pattern on a website page – was true . . .
. . . however, the fact that it has been there for such a long time rang lots of lovely alarm bells . . .
. . . it meant that pretty much every single client who had ever visited it may have a little snippet of that image ensconced in their subconscious somewhere and so that made it a very important icon to retain. . .
A quick discussion about colours lead us in the direction of NOT blue and NOT red . . .
. . . left us with green and yellow – together with the fact that the “wallpaper flower” was currently already in green and yellow.
. . .then my chance glance at a basket of cotton threads on the table, where a green and a yellow cotton reel sat on the top, sealed the deal and the colours were chosen.
. . . so then, together with the familiar flower symbol, I went for the idea of a sewing needle . . .
. . . and although an obvious idea, the skill of the design is in the creative execution of the idea as an eye-catching presentation of the emblem . . .
. . . and in the true ethos of wild ideas original graphic design, I drew it all myself as well as bespoke knitting needles and an original knitted square upon which the flower symbol is being stitched onto.
– I selected a handful of fonts and used the two that I thought worked best and in the end (after Mr D’s feedback minor requests) I actually offered him . . .
. . . 24 variations of the same design upon which he has now made his choice and the final files have been created.
This blog is created and written entirely by Linda Wild
Thanks for reading.