So we frequently get enquires from new businesses asking us to make them a logo, some clients assume that this is a quick and cheap process. Some "designers" and online services may offer this for around £50, however this will usually use a template or standard design which wont be unique to your business. Having something specific to you and your company is vital. It is what helps you stand out from the crowd, not blend in. Don't be fooled by thinking you're getting a good deal, it will cost you in missed opportunity. If you don't have the right logo and brand to support it, then you may not convey your story and miss attracting the right audience. We believe it's better not to take as big a risk and thoroughly consider how to portray yourselves.

What is the difference between a brand and a logo?


A logo is a symbol that helps your client to identify your business. It should be simple, easily identifiable, and should resonate/ be aligned with your core values. A good logo should be well considered, sometimes the simplest designs have taken the longest amount of time to refine.


A brand is the heart of your business, it should be inclusive but not limited to :

  • Colour Scheme
  • Mission Statement
  • Choice of font
  • Tone of voice
  • Choice of photography / illustrations

What Should Good Branding Do?

A strong, well thought out brand identity can sell you a product before you even know what it is! Why? Because the business will have identified what is at the heart of their brand, and worked with a designer to consider how all elements of their branding reflect their core message, and this in turn will attract their ideal customer. Clever eh?

Good branding will tie up all of the elements in your business to create a certain mise-en-scène relevant to you. Your branding should tell a story about the kind of business that you are, for example you could choose to be bold, fun & wacky. This would be reflected in the way that you talk to your clients ( tone of voice), the colour palette that you use, the type of music in your videos, and your style of advertising.

Your brand should be consistent. Every single thing that your business outputs should reflect your brand. Before signing anything off, ask yourself does this align with my mission statement? If the answer is no, then you know what to do.

When we work with new businesses, or existing businesses looking to refresh, we will help you build up a body of material and a branding guidelines document that clearly lays out the rules to follow in order to achieve the look and feel of your brand.

Consistency is everything. Taking the time to consider branding at the start of your business journey means that from the get-go there is a strong, considered and professional feel that stretches across every avenue.

Often the  “just a logo" clients will attempt to add on bits of branding as they go which can make for a higgledy-piggledy approach which lacks strength of design. Creating a brand identity will make life easier in the long run, once this is set up, there will be subsequently fewer design decisions to make and there will be a much lesser chance of your brand becoming diluted.

Ok… question time. you are in the supermarket and there are two types of ketchup on sale at £1 : Heinz and a bottle that reads " Ketchup” . Most of you are going to pick the Heinz right? Because you KNOW the brand, you know what you’re getting, they have built up your trust over the years with their strength of brand, positive associations and strong bonds. Remember the adverts that didn’t show the bottle or the logo, but you knew who it was already? That my dears is the power of branding.

Why is a logo not enough?

Have you ever heard the saying: Cant see the wood for all of the trees? Well its a bit like that in logo land right now. We are bombarded with logos from the minute we open our eyes in the morning. Seriously, you can probably find one on your nightshirt, cereal box, shower gel, your watch, your car. Not to mention your phone and all of the apps that this includes.

Once upon a time having a logo that your customers or clients instantly recognised was enough to secure a certain amount of Custom. But what happens when everything has a logo? How do you ensure that your business is the one that gets chosen above your competitors? In our current market it is the branding of your business that will set you apart from others. Modern consumers expect more than a simple exchange of goods and services, they are looking to align themselves with a brand that speaks to them and their values. Your expertly put-together branding will sell a lifestyle that should attract your dream customer.

Case Study

The perfect example of using your brand to build a lifestyle is of course Patagonia;

The company’s logo is designed after the peaks of Monte Fitz Roy in southern Patagonia, one of the world’s toughest mountains to climb. The branding intends to represent the products’ ability to withstand even the harshest of environments—and since (founder) Chouinard managed to ascend the infamous peaks in 1968, well, the proof is in the pudding.


(we really recommend that you give this a read!)

So after all this you could be feeling like you could use a little help with your visual identity ? No need to fret, if you're ready for a little ALFA magic then drop us a message by clicking here here for a free no obligation chat. We look forward to hearing from you.


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