Creating Identity

Building a good identity isn't just about making something pretty, trendy, or even practical. Creating a company logo is almost like creating a language. If we were creating an ancient Egyptian hieroglyph that described your company, what kind of images would be used?

Your identity is one of the ways that you can control your brand. It is after all the symbol of the brand. It is the icon for the way you do business. The seal of approval that says this product has been built to the standards that you can expect from our company.

We begin the process of developing a logo by understanding a company's priorities. Colors, shapes, proportions… all of these have both esthetic and emotive consequences. To make a good logo, a good symbol for a company, we need to understand what a company does, what they hold dear, where they are in the marketplace, what their history is, and where they are headed as a company. It's our job to condense these concepts into a symbol, a modern hieroglyph that evokes these concepts.

This can be a difficult concept to verbalize, especially since many of the things a company wants to stand for are in opposition to each other. For example: a company that is both swift and strong, or established and innovative. While these may both be true for a company, it can be difficult to communicate diverse concepts through a symbol. At Eclectic Studios, we've developed a unique tool, The Identity Matrix, to help uncover and quantify the true priorities of a company. The Identity Matrix takes serious thought and requires making some tough decisions but the result is well worth the effort. We get the information we need to accurately represent a company and our client is given some surprising insight into just what their company has to offer customers.