Three Things Your Brand Needs (Besides a Logo)

by Syrup | Nov 26, 2019

When building a brand, there’s more to think about than just a logo. While it is very important, there’s a lot more that comes into play than just having a nice logo. In this post, I’ll talk about 3 areas that will add personality, recognition and voice to your brand that a logo simply can’t do on its own.


I know. This should be a no-brainer. But what if I told you that photography is, more often than not, an afterthought when building a brand’s identity? You can say a lot through the type of photography you use. While resources like Adobe Stock, Stocksy and Unsplash are great in their own right, nothing beats hiring a professional photographer to come in and shoot your team and space. This captures your company’s culture in the moment. 

Choose a photographer with a portfolio that conveys the vibe that your brand wants to give off. Work with the photographer in creating a shot list and accommodate it as best you can.

Brand elements

Having a nice, new, crisp logo is great. But having a system of design around that logo is even better. This adds personality to an otherwise boring execution. 

Consider creating patterns, visuals, illustrations, photo treatments and icons that speak your brand’s language. Let these elements add a voice that a simple logo can’t.


This is the style and appearance of text across all aspects of your brand. Consistent font usage is key when visually voicing your brand. Typography can help guide users to where they want to go, it can help them make decisions that you want them to make and, at the end of the day, see and hear your brand the way you want to be seen and heard.

While choosing fonts, think about your brand’s values, tone and uniques. How do you want your customers to hear your voice? 

Your brand’s identity is a reflection of your company, your team and its culture. Be sure to let that show through consistent photography that visualizes who you are, brand elements that accentuate and build upon your company’s personality and by choosing fonts that allow your users to recognize and understand your voice.

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