Don't Get A Cheap Logo
Build A Long Lasting Brand

Don't Get A Cheap Logo
Build A Long Lasting Brand

What Is Branding?

Your brand is more than just your logo. Your brand consists of three aspects: the written brand, the spoken brand, and the visual brand. You should dedicate time, energy, and resources to its development. The visual portion of the brand (your logo) is made up of the brand icon, logo type, and your brand colors.

For us to understand what a brand is meant to do, we need to be familiar with what a brand is. The purpose of your brand’s development is to create immediate recognition, engender trust, convey passion, increase loyalty, and an solidify your market positioning. Your brand is one aspect of a company’s overall marketing strategy. Your brand's shapes, colors, fonts, and images should differentiate you from others in your market.

  • A brand is the very first impression people get of your company: they will judge your book by its cover.
  • A brand needs longevity: your branding should not need to change every year.
  • A brand needs to be original: copying another brand / logo is not flattery.
  • A brand should look professional: cheap logos tell your customers you don't value your image.
  • A brand should be the result of solid research: know your competitors and what your customers value.

Knowing a brand is intended to do all of these things, it is a mystery why people would even bother with a cheap logo design in place of building a brand.

Our Brand Development Process

Branding Brief

The first step we take together in the branding process is called the brief. Helping us understand your company’s goals is crucial. Utilizing our interactive online brief, we will be able to gather as much information from you as possible. We will need to know where the logo will be used and the sizes needed. We will  also learn about your target audience and reflect and attract the appropriate demographic. We will immerse ourselves in your established visual aesthetics (if you have them). This will include: existing color scheme, established styles, and brand characteristics. Normally it is very important to maintain brand consistency, however it is possible in some circumstances that a new logo will afford you the chance to start fresh.


Once a sufficient amount of general information has been gathered, we must delve deeper into the research stage. Often clients cannot verbalize exactly what they envision for the logo, so it is our duty to coax pertinent information from the client. Asking relevant, strategic questions should help the client pass on any applicable information. At this point we complete market research on the company and its competitors. A client’s opinion of their own company only tells half the story; any good brander should also look them up (online and offline) to get a sense of the target customer’s vision of the company. Examining similar companies’ brands may lend insight into the effectiveness of various styles. Researching current trends in the industry is also needed.


Again, it is important to note that all brand developers are different, but identifying keywords related to the company and its product or service is a common practice at this point in the creative process. These words will be used to inspire possible visual representations of the company. If the company is a startup, potential names will be entertained and checked for tradmarkability. Once ideas begin flowing onto the page in text form, visual symbols and shapes will begin to take form also. Now it is time to begin conceptualizing the themes and text established earlier during the brainstorming phase. Sketching these ideas on paper is an essential step that encourages the designer to slow down and examine all possible angles and directions.

Visual Concepts

Once sufficient time has been spent on research, we will begin the brand concepts phase. Potential employee uniforms, office / retail decor, and other visual aspects of the brand will be developed. Digital implementation is usually executed using Adobe Illustrator, a vector based drawing program. At this point, the most successful ideas developed during the sketching phase will be recreated on the computer. They will begin to come to life with the addition of color and detail, and they will be tweaked until they accurately represent the client’s wishes. A brand style guide will be compiled. This will serve as the "go to / how to" guide that you and and your team will use to ensure overall brand consistency.


At this point, we will step away from creating new options. This break acts as a time of reflection, giving the brander a chance to return to the project with a fresh perspective. This is also our opportunity to gather feedback from unbiased outside parties. By organizing focus groups we are able to hear from potential customers about the proposed brand. Designing a brand can be a very involved process; so gaining insight from an extra pair of eyes (or two) is highly beneficial. After returning to the brand concepts, the most effective iterations must be chosen and assembled for final presentation.


Having completed the focus groups and analysis phase we prepare the most effective concepts to present to the client. The brand options may be delivered contextually, to help the client envision how they will look on a piece of collateral, embroidered, or on signage. Usually a written description of the project will accompany the branding options. At this point, the client should consider the final concepts and respond with notes. The brander then takes the client feedback into consideration, and if accepted may make changes accordingly.

Three Parts of A Timeless Logo Design

Each of these three aspects of a successful logo are designed to work together in harmony to represent your unique brand personality, message, and what makes you different.

The Icon

  • The Icon — The graphic element of your logo can be an icon, an illustration, a texture, a pattern, or even a well-designed line. It typically can be used both as a part of the entire brand logo or on its own. The graphic element for your brand logo should have a reason for being included, and it should hold meaning and purpose in the communication of your brand.

The Typeface

  • The Typeface — The typeface is the style of type or font used to typeset the name of the business and the tagline for the brand. The typefaces are usually complimentary and are limited to two different typefaces. Whether you are using a serif, sans serif, script, or a custom made font, there needs to be a reason and meaning associated with its use in your brand message.

The Colors

  • The Colors — The color palette should be chosen based on the emotions you want your brand to evoke to your audience and the story that your brand tells. Research should be a factor when selecting your colors. “I used blue because I like it,” isn’t good enough. The colors palette, when chosen correctly, will help reinforce and enhance your brand's image.




In today's business world one cannot simply learn something once and walk away. That is why we are constantly focused on continuing education. We dedicate hours each day to studying current and emerging systems, theories and technologies. As markets shift, new technologies are created and innovated, we will be there learning and implementing so you can stay ahead of your competitors.

Client Love


Sergio Pena, On The Way Plumbing

My Markified team helped me design a fantastic logo and brand from day one for my start up. Even though I was brand new I immediately felt like a competitor in my local market.


Alan Krier, Greek Culinary Concepts LLC

We had a unique opportunity to work with Markified to help us rebrand our franchise restaurant chain. They helped us by not only designing the logos but they actually researched and helped us name the new restaurants "Opa Life"

Recent Projects