Creating a brand mark is a dynamic process. Both the client and the designer must work together and communicate effectively to achieve the best result.

I recently reconnected with a former client who was in the beginning stages of starting a new business, a personal and professional coaching service. A brand mark (or logo) and marketing materials are high on the list of needs for a new business.

It is very important in the creative process to begin with a concept. To engage her in the process, I asked her to show me several logos she loved, regardless of the industry represented, so I would have a visual sense of the styles and colors she preferred. Clients have told me on more than one occasion that they appreciate and value my ability to listen. We discussed key words to represent the personality of the company and agreed on the following words: creativity, inspiration, growth, and ingenuity.

Typographically, my client wanted to focus on the “BE” in “Beck” to emphasize “Be Creative.” Sound play and association led me to the concept of a “bee” and the word “ingenuity” eventually led me to “industrious.” When I suggested a hard working bee as an icon, my client was hesitant at first. But when she saw the initial concepts, she loved it. It was light, friendly, and approachable. It captured her personality and she had an emotional connection to it.

The symbol can stand alone with or without the name. The honey comb shape adds a fun graphic element that can be used in multiple applications, shapes, and designs. The two color brand mark is easily applied to a variety of items and also is economical to print. The simplicity of the logo allows it to be reduced to a small size without loosing detail. I avoid gradations since their reproduction can be difficult. Ideally, a brand mark should work in one color and be created as line (vector) art.

Your company’s brand mark is an important part of your brand identity. It is likely the first impression your customers will have of your business, and in today’s competitive market, it is critical to have a professional look. A brand mark should capture the personality of your organization, your product or your services. It should be unique, memorable, and current – but not trendy – to stand the test of time.

If your company is established and you are unhappy with your brand mark, you might consider redesigning or updating it. If you feel you have too much equity established in your brand mark, a skilled graphic designer should be able to take key elements and build on its existing strengths. If your close friends rate your brand mark unfavorably, it might be time to freshen it up.