“I need a new logo to fix my brand,” is something I come across a lot in my business.

I’d be lying if I said I’d be able to create a logo which was relevant, spoke to the right people, and conveyed everything about an entity.

Doing this through a single mark is impossible.

When seeing a logo you recognise, your associations have been built around myriad channels, often over many years.

These have been absorbed subconsciously through TV or online ads, packaging, customer service, websites, or print advertising, influencing your thinking without you even realising it.

I often ask clients, “if your logo was removed, would people still be able to recognise your business?”

So instead of waving a wand and designing a logo which won’t make much difference in isolation, I first define what is unique about your business.

A good brand strategy enables me to create core messaging and brand identities which work.

Yes, a well-designed logo is a small part of this, but supporting graphics, typography, image styles, colour palettes, layout systems, and digital expression are also needed to present a cohesive and engaging personality for your brand.

Sometimes it’s not a new logo needed at all – it’s everything else.

If your messaging is wrong, graphics shambolic and inconsistent, or service lacking, that will be what needs fixing first.

• If you’d like to chat business branding, get in touch with Jane at Bathurst Brown Design on phone 027 490 4232 or mail jane@bathurstbrown.com.