“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Godin is right. Branding is so much more than your organization’s logo. Now, social media makes brands incredibly interactive and helps consumers shape the brands they choose.
Logo for Swink Solutions
Heather Swink is the founder of Swink Solutions, a writing and marketing consultancy that works with non profits. Heather wanted a logo that incorporated a pen as a nod to her days as a journalist. We were also interested in drawing out the “ink” portion of her last name and did so by customizing the typeface used for Swink.
Below is a look at the logo on its own and on some sample products:
ASDA’s Wellness Initiative
At the American Student Dental Association, the members helped shape the brand of our wellness initiative. Below you’ll find the logo I created for ASDA’s wellness initiative. the logo is clean and incorporates the association’s main logo as well as the initiative’s hashtag. When we speak with students about wellness, they stress that their classmates and fellow association members are like family. That’s the brand that members defined for us and I tried to incorporate it into the association’s wellness logo. A family takes care of each other and that begins with heart.
Here are some examples of how I used the branding in a series of postcards given to meeting attendees: