Better Branding Talk

BRANDING: The Working Parts of a Great Logo

You probably know an awesome logo when you see one, but do you know why you perceive it as being great? There are a few ingredients found in most iconic logos. Do you recognize them in your own?

The Unique Factor

A visual identity is just that: who you are as a brand. As such, it should stand out immediately. Most small businesses don’t have budgets for the extensive awareness campaigns that corporations run, so a standout logo is imperative for earning—and keeping—attention.

Using Typography Like a Pro

A logo is comprised of two things: iconography and typography. Most savvy brand-builders know to invest in a punchy icon, but the text treatment is just as important, if not more so. After all, this is your brand name we’re talking about! It needs to look good. In other words, it should have your best friend saying, “oh, that’s so you.”

Establish a Branding Hierarchy

Believe it or not, some things matter more than others in your brand. For example, Smith Plumbing can emphasize “Smith,” “Plumbing,” or give each equal billing. Here’s our rule-of-thumb: an established brand should emphasize their brand over their category, while a new brand should emphasize what they offer.

Location, Location, Location

Where your identity lives should dictate much about how it looks. Will it live on a website alone, or on large format application like a billboard? Consider all of the various application for a logo: business cards, stationery, signage, vehicles, uniforms, websites, social media, and so on. Each has their own unique needs. Your logo should be easy to read—and quick to understand—on the channels it will grace most frequently.


Recent Work

View more work

Exceptional and adaptable are the two main words I would use to describe Image Department.

I will continue to sing praises about Image Department and use their ingenious talents for all my printing and web-site needs…not to mention referring them to all my friends and contacts. I also must add, we live in opposite ends of the US and all correspondence was done on the computer, now that’s impressive! - Summer H.

Bob was a pleasure to work with! Our website turned out so beautiful and functional after paying for 2 duds before working with him. He was easy to work with and made himself available for last minute calls. We will continue to work with Bob for future graphic design AND web design work. Thanks, Bob!
I made my webpage made by Bob from the image department and his work was way more than what I expected. He understands my style and need, also very accommodating for computer dummy like me :p He did exceptional work that made my business look so much brighter!! I would recommend him to everyone I know who need their webpage newly made or upgraded. - C. Lim

I have worked with Bob Mortensen of The Image Department for the last 6-7 years on numerous projects. Besides being very creative and professional, he is personable and fun to work with. I have recommended him many times and everyone is as delighted to work with him as I have been. Two thumbs way up! - Jill C.

Bob is a great source for all your web site needs. His knowledge of the web and the internet are astounding. His personal interaction with me was very helpful and enlighting as far as how great websites are designed. He is a great designer and should be used by everyone who wants to succeed. - R. Machulda