A brand is not only a mark or logo that represents a company, service, or product. So then, what does “brand” mean? A brand can be a lot of things. A brand can be an identity, feeling, communication, representation, attitude, emotion, promise, tradition, association, etc. These are just some of the things that a brand can be.

A unique thing about a brand though is that they can have different meanings for different companies or people. One brand can even have different meanings at different times. The meaning can also change according to its application.

The Gerber brand is one that implies a certain amount of trust. The logo is not only meant to identify a product. It puts a face to the brand that takes on a responsibility of taking good care of our little ones. The UPS brand is also one that implies trust but in a different way. We are supposed to believe that UPS can be trusted to look after our shipments and deliver them in a reasonable time frame. These brands go to great lengths to gain our trust. This is apparent in their logos, websites, advertisements, etc.

The U.S. Virgin Islands’ brand sends a message more focused on fun, relaxation, warmth, and excitement.

The Nike brand can be a representation of quality when you see the logo on a shoe while you are in a store looking for a new pair of kicks. When you see the Nike logo on Tiger Woods’ red polo shirt on a Sunday, the brand takes on a slightly different meaning. Tiger is like a vehicle, driving Nike’s brand image into the minds of all of us lesser golfers. If the best golfer in the world trusts Nike for his game, then a lot of others will too.

What does “brand” mean to you?

SunMed’s previous logo:

SunMed wanted a logo that represented the company as a professional, respected, and fresh. They also leaned towards a simple concept and representation of the company. Below are some of the ideas that were presented to them.

In the group above, the team at SunMed decided they liked the last concept the best. Some modifications were requested including color tweaks (we must’ve looked at 50 different colors between orange and red!), and some weight increasing to the text. Below is the final logo.

I am also designing SunMed’s stationary and business cards. The people at SunMed were great to work with and I may be doing more work for them in the future.

Feedback… Do you like the concept they chose? If not, which concept do you like best?

The product is being developed by Omega Medical Products. I created Omega’s logo a few months back.

This project had a very short turn around time. Over the weekend of Feb 27, my wife and I took a road trip to Iowa to visit family. I did all of my sketching on the trip and came up with two ideas that stuck out. These were the ideas:

My client decided that he liked the first option shown above and asked if I could make a modification to the logo that better resembles the product. He wanted the space between the two words to represent a wire passing through the center of the product, like in this image below:

This resulted in the final logo:

I am also developing a brochure and simple website for the product. Currently, there is a splash page up on the site: www.wire-caddy.com.

Credit goes to Brian Merwin (brianmerwin.com) for the lovely product photos.

Any feedback would be appreciated!

I had half of the cards printed with a blue back, and half with a green. The cards are printed on a bright white, 120# stock.

I would love to hear your thoughts. Post a comment below!