Logocentric vs. Flexible: Two Approaches to Branding

Heavy design studio explains the characteristics, advantages, and risks of each approach

As you probably already know, a brand's design and identity does not end with a logo. A logo is just the door to a world of branding elements that give each company its own character, voice, and personality.

The Heavy (@heavy), a design studio that specializes in branding and corporate identity strategies, explains that when creating a brand identity, the logo is only the tip of the iceberg. Below, they share two branding approaches that explain the differences between brands that focus on their logo versus those that take a more versatile approach.

Get to know these two approaches to find out which one is best for your next design project.

Logocentric identity

These are the brands that, as the name implies, make a logo the main element of their identity. This graphic element reflects the values ​​of the brand and is repeated in all design applications.

Think about big brand logos: just a glance is enough to make immediate associations with brand values and experiences we've had with that particular company. The logo becomes a powerful symbol that generates emotions in people.

But this type of association can also exist in new and small brands. Generally, these associations are used to create an aura of formality and sobriety in the brand. This is an example:

Advantages of this approach:

– Provides uniformity to identity.
– Makes brand and product or service more memorable.
– Supports brand positioning.

Risks of this approach:

– You can end up with a complicated logo that is not adaptable or well perceived.
– The message may be limited to the logo, so a solid communication strategy is required.
– It can fail to create an emotional connection with the brand, and, over time, people may perceive it as outdated.

Flexible identity

In this type of branding, which Heavy prefers, the logo, despite being a tentpole, is not static. This means that it can adapt when required.

Perhaps most importantly, flexible identities are themselves a design system, in which pieces can change, while still respecting brand coherence. An example is Google, which changes its logo in collaboration with different illustrators in its doodles to commemorate important dates.

Advantages of this approach:

– The brand is perceived as current, free, and dynamic, as well as unpredictable.
– You can create infinite applications, and the surprise factor variety can be effective.
– An emotional bond is created with the customer, for example, when they wait to see what the next design piece will look like, or even collect the different designs.

Risks of this approach:

– Confusion could result if consistency and uniformity are not maintained and respected.
– Care must be taken so that the graphic elements do not compete with the product.

That is why Heavy recommends that, when choosing a flexible identity, consider the planning of a coherent design and communication structure, and take care to follow and plan specific guidelines, despite the freedom you have.

If you want to learn how to conceptualize elements and give personality to any brand, sign up for Heavy's Domestika course Design of Graphic Elements to Boost Your Brand.

English version by @angeljimenez.

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