A Much-Needed Brand Refresh: How to Match your Brand Identity to your Aesthetic
Brands change over time, and brand strategy has to follow suit to keep up. When I first started Southerly Design in 2018, my logo was floral and had a pastel color story. As I’ve grown in what I know as a designer and illustrator, my style has developed and evolved over time. I still go for florals, but a more botanical approach. I use either black and white, or bold bright colors.
I updated my logo. I changed my domain name. Previously, my website had a .design domain, and I want the .com domain. Now, it is www.southerlydesign.com.
Logo Variations
I keep a file of different variations of my logo, in both black and white options. This makes it easy to go grab my logo whenever I need it. Maintaining a file on your laptop with your brand identity is important for crediting your work or services.
Southerly Design Logos - Black
Southerly Design Logos - White
Southerly Design Favicon
Favicon
Developing a favicon is important for web browsers, which is often a small element of your logo that identifies your brand. This may be used for your email profile or other social media profiles, unless using your logo makes more sense. Check out how to update your Favicon on your Squarespace website here. Just make sure you follow correct pixel guidelines on the platform you use to ensure the resolution is good.
Graphics
It’s helpful to have some graphics that you may use that match your aesthetic to use in marketing and branding. I have art supplies, pens/pencils, a laptop, and digital drawing pad, since this aligns with my brand’s story as a designer and illustrator. I have not uses these yet, but I have them in my design library.
Don’t Have a Brand Identity Yet?
That’s ok! If you are just starting out, you do not even necessarily need your logo yet. You can use a simple font for you business name, and even include your tagline, e.g. what your business does. For example, Southerly Design’s tagline is Southerly Design is a boutique design brand focused on pattern, illustration, branding, and web design. I used this so I can quickly highlight my design services, and show what type of designer I am, and what type of clientele I attract.
Oftentimes when we are starting out, it is hard to afford a designer that will create a unique logo that is not just a stock logo. I highly recommend investing in your brand strategy when you have the funds to do so, and work with a designer that fits your brand and style. A logo should tell a story, and be unique.
If you are interested in a brand strategy, brand refresh, or logo, I would love to hear from you! Check out my design services, and contact me here.
