Logos & Brand Identity Portfolio

“We don't need a brand. We have a hashtag.”

Someone actually said this to us in a meeting. We didn't laugh. We felt too sorry for the team that had made this unusual decision. But it does say something funny about what people think a brand is, and isn't.

It's not just a randomly attractive image that you use as a logo. It's not just a tagline or a set of colors.

It's all that, and more, including the tone of your copy (“copy” is the advertising term for the language you use in your marketing), the experiences you give to prospects and customers, and how you choose to communicate. Your brand is an expression of who you are, who you want to be, and how you want your target audience to think and feel about you.

The art of brand development puts all these pieces together in a way that makes the right statement for now and gives you room to grow. A solid, functional brand identity system makes it easier for everyone in the company to connect with your audience, introduce new product or service lines, or expand your market reach. It provides easy-to-use graphics and other elements to ensure consistency across all your communications, from internal slide presentations to working with partners, resellers, and vendors.

Once you've taken care of all that, hashtags are nice, too.

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