Branding – click for full article

Ideally, your company’s branding is based on your business concept, business model(s), and a well-considered business plan, from which your marketing plan is derived. While WenMark often performs all of these services for a company, we also offer our branding services separately.

WenMark’s branding services include company naming; logo creation and development; slogan creation; song creation and development; and a variety of services that help you carry your branding into the world through print, direct mail, packaging, promotional materials, educational materials, mass media, and online media.

WenMark uses a tried-and-true process for logo creation and development that begins with an initial consultation. This conversation may be held in person or by telephone. We will ask you about your business concept, what your current products and services are, who your target buying groups are, and in what directions (and countries) you might desire that your business move or grow in the future. We will, if applicable, also review the various types of branding you have used in the past. Finally, so that we are conceptually and visually “on the same page,” we will ask you for three key concepts that describe what you want prospective buyers and existing customers to think and feel about your company when they observe your branding (e.g., reliable, cutting-edge, established, creative, etc.).

Using this foundation, we will create five different directions, or approaches, to branding. If you are simply looking for branding modernization, we will prepare five approaches to updating.

If you desire to make a font your main branding component, then we will present you with five different font directions you can take. If no existing font completely meets your needs, then we will modify an existing font for use in your logo. We can create a font for you from scratch, although that option is not available under the price-fixed Logo Creation and Development Package.

Based on the feedback we receive about what you like about each of the five directions—along with your indication of your two favorite directions, we will develop your ideas visually, giving you five variations on each of the two principal ideas you have chosen.

We will then discuss what will be a total of 12 images (the two ideas you chose, plus five development directions for each of the two directions) with you, and you will choose one image you wish to have tweaked. The tweaking process involves your input and final choices. You may, for example, want us to alter such components as one of your colors or a shade of color, a line thickness, an object’s fill, the degree of shading, the direction from which the object is visually “lit,” an angle, or any of a host of other details.

Since any potential branding we present to you is a direction we consider sound, we feel that you can only make good choices; so we are fine with most tweaking suggestions. After all, we want you to feel comfortable with, and proud of, your company and its branding. We see our job as aligning ourselves with your vision and then bringing our expertise to the expression and manifestation of that vision.

The final step of logo development (for image logos) is selection and placement of a font. We typically delve into our library of over 60,000 fonts, choosing those fonts that reinforce your three operant concepts, while being easy to read. We typically present several fonts with the final tweaking of the image, at the same time showing you the font placement options (relative to the image) that we feel will best serve your company.

If you have chosen a price-fixed logo creation and development package, you may request up to two rounds of tweaking. If we have an agreement with your company that includes an hourly rate for professional services, then there is no limit to the number of tweaks you may request. Regardless of the arrangement, we will tell you if, at any time, you are proposing a visual representation or component that we feel is not in your company’s best interests.

Below are some recent examples of WenMark Logo Creation and Development.

Examples of 5 – 2 – 1 Logo Creation and Development Program


Example 1:


In this instance, the client had developed a process for helping people to increase the level of satisfaction in their life. That process involves nine resources that enable people to reach goals (the tenth concept of the process) that they believe will have positive life impact.


Conversation with the client yielded an understanding that the Life Functioning process considers three resources at a time. Also, we learned that the client resonates with the number 3. Additional input suggested that the client’s services will enable people to enhance five areas of their lives, namely truth, peace, harmony, beauty, and sustainability. From these five “pillars” came a palette of five colors, and we added a sixth color for differentiation, outlining, etc. The addition of the sixth color also kept the design aesthetic focused on multiples of the number three. The client had a personal color chart that had been synthesized for her sometime in the past, so we extracted six colors from the chart that worked together, reflected the five pillars, and would convey the feelings of “life,” “joy,” and “creativity” the client wants current and prospective customers to glean when reviewing her company’s materials.


Our object in the first round of design was to show the client a wide variety of design directions that could reflect the client’s services and the benefit for the company’s customers.

The client initially liked all five directions. Understanding that an image that was strictly visual would be accompanied by the name of the company, the client chose to concentrate on Image 3 (the pyramid), which she felt conveyed a strong base of operations, and—ironically—Image 5 (the pinwheel), which she said felt carefree and spontaneous and gave her a sense of movement. She felt that movement was good symbolism for the concept of change. We explained to the client that conveying both a strong base and movement/spontaneity could require some compromise because the two concepts are often visually contradictory. Since the client also liked the concept of the chevron conveyed in Image 1, we suggested that incorporating that feeling into the images she had chosen might help to strengthen the more spontaneous pinwheel concept and add some dimension to the more staid pyramid. The client concurred.


For the second round of design, we focused on integrating the client’s comments into variations of Images 3 and 5. Here is what we presented to the client.

The client really liked the integration of the chevron from the original Image 1. Of the variations of Image 3, she preferred Variation 3-3 (the chevron pyramid), although she was still drawn to Variation 2, which showed movement within the pyramid, and Variation 5, which showed rotations of the pyramid juxtaposed over the original. Of the variations on Image 5, she preferred Variation 5-1 (the chevron pinwheel) and Variation 5-2, the chevron pinwheel inside the pyramid. She also still found herself drawn to Variation 5-4 (the lotus flower), which she felt expressed personal growth and the five pillars.


With the chevron integrated into the pinwheel, the client felt able to release the pyramid concept (Image 3) to concentrate on the pinwheel configuration, which she felt was the better depiction of her operant branding concepts, namely joy, life, and creativity. Variant 5-1 was chosen for “tweaking.”


Variants tweaked for the client included options on color saturation, the degree of sharpness of the pinwheel points, various degrees of tonality (the amount of black mixed with the colors), the type of star that appears in the center, and outlining options. The client wound up choosing the following combination of options.

The last step of the design was to choose the font for the company name. The selection of a font requires the same thought and consideration as does logo creation, mainly because visual logos are sometimes widely in use and, at other times, considered out of vogue. Right now, logos with visual components are very much in fashion. However, by choosing a font that not only complements your logo, but can also carry much of the same symbolism as your logo does, your font can be used even when the visual logo is not in vogue, meaning that your branding can stand the test of time: you can either include or exclude the visual design portion of the branding, depending on what is trendy.


We can conceivably use over 80,000 fonts, so the selection of a font is no trivial matter, especially if you want your company’s image to say something fresh or unique…or, for that matter, simply be noticed.


In this particular brand, we had determined early on that the concept of life and the concept of functioning led to substantially different visual interpretations which, although melded carefully in our client’s products and services, still deserved some unique treatment in font selection. We therefore selected about a dozen font choices for the word “life” and another dozen fonts for “” We mixed and matched the options until it became clear that there were two exceptionally good choices. We presented both of these options to the client, along with a number of alternatives for placement of the words relative to the image. What the client ultimately selected was the following combination.

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