Apicem - Logo & Brand Design

Your brand is the image and character your business presents to the world. It should capture everything from your stylistic preferences to the level of quality you wish to convey about your product or service. A well-crafted brand build will:

Appeal to the taste and preferences of your audience

Express positivity and confidence throughout visual and written content

Maintain continuity and consistency in both design and messaging

Deliver an impression of competence and professionalism

Express both modern trends and a sense of timelessness

Seem familiar while also standing out

Design by Jesse Hoffmann, Apicem Creative Director, in collaboration with Edge Multimedia.

Modern logos may appear simple but they require careful attention to detail to achieve a unique and appealing result. Logo design is an art form that requires pixel-perfect precision and an eye for refinement that typically takes years of experience to develop. Quality brand logos will:

Stand out, even in a crowded environment

Make clever use of elements to convey deeper meaning

Create an instant sense of familiarity with the brand

Achieve balance in color and proportions

Contain consistent spacing and elegant geometry

Scale large and small without compromise to the design

For companies with numerous stakeholders and larger budgets, Apicem can present multiple logo concepts from which to choose and refine and we will work with you until the desired result is achieved. For smaller companies, we can simplify the process to reduce costs while still producing a clean and effective logo design.

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Edge and Formulate logos by Jesse Hoffmann, Apicem Creative Director, in collaboration with Edge Multimedia. The Christmas Palace logo designed in collaboration with KNB Online Inc.

Without guidelines, brand identity degrades due to improper use of assets and divergence from pre-defined colors, fonts, and messaging styles. This does not just occur when third parties represent the brand but also when internal staff members bypass design and marketing teams or when employees in charge of oversight leave an organization. In fact, without clear instructions, it is a virtual certainty that problems will arise such as:

Incorrect fonts appearing through various assets

Messaging that diverges from the preferred style and tone resulting in negative impacts on customer perceptions

Incorrect or loose approximations of colors being used causing assets to clash across sales collateral

Logos appearing distorted, reconfigured, recolored, and/or not being given adequate space or contrast against backgrounds

Branding guidelines provide instructions for how to properly implement your assets so your brand appears consistent over time and across all channels of promotion. Our brand designers have worked with some of the best-known companies in the nation and have seen firsthand some of the problems that can result from poorly established brand guidelines.

At Apicem, we create everything from basic branding kits with a logo design and simple guidelines for color and font usage to more elaborate documents that are specific in their approach to branding strategy, image use, and acceptable wording, tone, and style within promotional messaging.

Effective messaging and copywriting require time-tested methods for engagement and conversion combined with psychological insights about your audience. Some approaches for writing copy that converts include:

Lead With Why

Getting into the technical details of your product or service too soon can create hesitation and sales process abandonment. Reach your prospects with high-level benefits first and use any additional detail to solidify a decision they’ve already made on an intuitive level.

Use Confident Language

Many startups and growing companies falter by making too desperate of an appeal to their audience. They sell too hard and lose the trust of their visitors. Your messaging should convey to prospects that they need you, not that you need them. Write copy that confidently and effectively reinforces your value propositions and differentiators.

Make Action Statements

Verbs are engaging and help reinforce the value of your offer in order to create forward momentum towards a decision. They can also help your prospects imagine they are already experiencing the benefits of your product or service.

Appeal to Identity, Desire, and Need

Know your audience, use their language, and create the impression that your product will satisfy a desire, solve a key problem, or improve their lives or self-confidence.

Reduce Perceptions of Risk and Added Effort

Focus on how your product or service can simplify or enrich your customers’ lives. Message to prevent any hesitation due to learning curves, complications, hidden costs, or any other pain points your prospects may anticipate. Stand by your product or service with guarantees, fair return policies, and contractual exit options.

These are just a few of the many methods and considerations involved in effective messaging and copywriting. Since every industry and audience presents different challenges, there is no one-size-fits-all approach. At Apicem, our copywriters have written for a wide variety of industries, from retail stores to B2B service providers, and we know strategies for effectively funneling your prospects to the desired action, whether it be purchasing a product or completing a form.

BRAND IDENTITY

MAKE AN IMPRESSION

BRAND LOGO DESIGN

BRAND GUIDELINES

MESSAGING & COPYWRITING

STAND OUT FROM THE CROWD