The Importance of branding

I have done a lot of logos for a lot of different types of clients. I have had the client who wants to help the whole way through as to make sure it is done exactly the way they had envisioned it in their mind. I have also had the client who tells me to work my magic and they can't wait to see the finished product. One thing is true for every client I have taken on. That fact is, the logo and brand of every client I have worked with is undoubtedly very important to them. and why shouldn't it be?

a company's logo is their "stamp of approval" on everything that company produces or provides. it is a signature that tells the story of the businesses subculture. A logo is the symbol that tells a buyer the product beneath is up to their standards. If the business has proven itself in the past, the client will follow this brand anywhere and even defend its honor.

So how do you create a symbol that can communicate all these values? Of course there are many aspects that are included in the process but the best and most likely the most important one I have come up with is to design for the client's client. This might be a bit confusing. what I mean is, the brand should be most appealing to those who are consuming the products or services you are designing for.

Don't get me wrong, I believe very much that the client is the most important person in the equation, but as the designer I feel it is important to explain the reasons behind every design choice you make, so they understand your thought process and work. The best way I have found to design the best logo for a client is to know your client's client.