Your logo is your brand — so make it resonate.

So you’ve upped the ante on your mundane blog, transforming it into a dynamic, fully-powered brand publication — congrats! But if a brand publication launches and nobody sees it, did it really launch at all?

Before your target audience can incorporate your brand publication into their daily web-browsing routine, they must first be able to easily recognize your brand itself. A robust brand identity is essential in helping your content stand out from the rest and attracting a loyal audience of repeat readers.

The first step in establishing said brand identity? Developing a title and logo for your publication that truly encompasses your values and represents your company’s ethos.

Choosing a Title

You wouldn’t design a book cover before selecting a title, and creating a logo is no different. Before you think about your design, focus on crafting a simple, unique, and memorable title for your publication that embodies the driving mission of your brand. Your title should clearly and creatively communicate the purpose of your publication in a few words: for L&T, “The Digital Strategist” conveys our industry expertise (and sounds super slick to boot!).

Choosing a Brand Logo

Once you’ve selected the perfect title for your publication, consider how you’d like to visually represent it. The best logos make strategic use of colors, fonts, and shapes to paint a cohesive and meaningful picture of the brands they represent.

Evolving your Logo

Consumers will form a strong association between your logo and your brand — so make sure that as your brand evolves, so too does your logo.

For example, when L&T’s President Jonathan Allen took over Search Engine Watch (SEW), he knew the publication needed a new logo — one that clearly communicated that SEW was under new management, in a new location (New York City), and was driven by a new attitude.

The old logo, featuring a pair of binoculars, communicated that SEW was focused on watching over search engines, like a lifeguard on a California beach.

While this logo worked for the brand at one point in time, the industry had since evolved into an ecosystem of multidisciplinary services, tools, and expertise.

The new logo — which mimicked the colors of the NYC subway system — serves to communicate this multidisciplinary approach to search. Specifically, SEW’s new logo (and new site design) illustrate that you now needed a range of skills to market effectively on the web.

When executed correctly, a logo helps to sear the image of your brand (and all it represents) into consumers’ minds, creating something larger than the product you sell (or the content you write).

Longneck and Thunderfoot offer brand publishing services and strategies to transform your company blog into a sophisticated trade publication that drives visibility and influence in your market. Learn more about brand publishing here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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