about me + my design primer series
For those who don't know me, my name is Catherine Mangosing. I am the owner and chief creative of My Turtleneck Design. In the past 22+ years, I've worked on numerous brand identity projects, print, packaging, digital design, design consultation, etc both in-house for brands and at design studios and agencies. I've taken on independent projects over the years and continue to do the same for clients in the US, Canada, and elsewhere. I've often asked about my design process and I’ve written a little bit about it. I will be sharing some of what I know and how I work in a series of blog posts here on my blog. The primary goal for sharing is to help small businesses, startups or organizations who may not have worked with a designer before identify the key pieces of information that you'll need to consider before a designer, like myself, can successfully develop a strong brand identity. Hence, Design Primer Series. I hope you will take away something valuable to help you begin building your brand, establish clear goals as well as maximize your time with your designer. I will try my best to demystify the design process and break it down into digestible chunks.
My personal approach to design is a thoughtful one. I consider everything from the concrete to the nuanced information clients share with me about themselves and their companies. All of it helps me distill the knowledge down into a memorable visual representation.
Lets get started. My first post is below. Stay tuned for more. Thank you for reading! :)
what is a logo?
Logos and brands are often talked about but there's confusion about what they mean. Here's a quick distinction:
A logo is a symbol for the brand – the brand’s identity. A logo could be an icon or symbol, graphic and/or the typographic treatment of the company name – also known as a wordmark. It is a starting point and visual centre for any brand. One easy and very recognizable example to cite is Apple.
More than ever, we live in a design-savvy world. So it shouldn’t come as a surprise that the most recognizable brands out there also have great design. People today are passionate about design (case in point: Apple). Whether you love or hate Apple, the reason behind that passion is simple: Apple made good design matter to everyone – not just to designers.
A logo should be memorable and communicate a clear idea about a company. The Apple logo (and name) has always been about being simple, friendly, fun and approachable. Great logo design is a strong starting component in building that trust and brand loyalty. These days, brands can no longer afford to not prioritize design. Our visual landscape is saturated and the audience is more savvy. Great logo design undeniably adds value to your company. But it is also ONLY THE BEGINNING of your brand story.
what is a brand?
A brand goes beyond the logo. A brand is a person’s gut feeling about a product, service or company. It’s everything from:
· a shopping bag
· the colour palette of your communications
· your stationery system design
· packaging design
· the design of the website
· store or truck signage
· the interior design of your retail or hospitality space
· the design of your event space, kiosk or booth
· the design of the way-finding system in your building or space
· the user experience of your app, website or online store
· the voiceover for a tv ad
· the tone of your promotional and advertising copywriting
· the quality of your customer service
· the look and feel of your mobile app, website or online store
Your brand is all those things and more. It's defined by how people feel about your company. The emotional connection people have with brands like Apple is what gives them power. That connection is built over time. Particularly in this age of social media, what gives shape to a brand is inextricably linked to the audience’s experience of it – both positive and negative. The audience is vocal, for better or worse. A brand is an ever-evolving entity that requires trust from all who interact with it in order to thrive. Companies with the most loyal followers consider their brand design very carefully. It requires good management and consistency. The most successful brands have managed to have their audience fall in love with them. A great designer can put you on the road toward achieving that.
Below is an example of what the Apple BRAND consists of:
Images via Apple