BrandzGarage Through The Ages – part 1
Ask a layman what they think constitutes the branding of an organization and an almost complete majority will shrug off a comfortable, almost mundane, “Logo.” assured of the utter correctness of their answer. Almost like asking a child where the sky is and getting a skyward finger. It’s true, yes, but only in a singular context of the atmosphere curving about the oblate spheroid. There is just so much more!
Identity, image, positioning, personality, equity, experience, differentiation, communication, extension et al.
And yes, it’s not in an exact sense any intended affront on the layman’s part to the design professional, for the sweeping awareness of the existence of the logo is an almost guaranteed consequence of its tangible presence. Simply said, you can’t lick brand equity. No matter that it pays for many more lollies that taste so much better than the cardboard your logo is embossed on.
The first step is, however, the logo. The face.
Imagine facing a row of shops unending to the eye on both ends, all sporting the same size 240 black-on-white Times New Roman format text naming the establishment. Nightmarish, eh?
Here at BrandzGarage as well, we’ve had a few different faces since it’s drunken inception.
Back in 2015, when we started, budgets were tight and
expert designers were not a privilege afforded casually. What we did have were design undergrads willing to work for free beer. It’s why we urge you to not judge too harshly, the first face of BrandzGarage:
Yes, it was barely an effort and yes, it stank of patriotic zealotry, but it was our dammit. This was the start of BrandzGarage.
And so passed a few months where fortune favoured this brave – and foolish like all dreamers – and bold, a ragtag group of entrepreneurs. This brought about one of the first purely design hirings for BrandzGarage. And in it, the founders saw an opportunity as a door previously shut flew open with a bang. With a quick bit of impromptu discussion, the first respectable logo for BrandzGarage was born – and with it, the second face gasped to life.
We liked this one! We stuck with this one for years. But as the company outgrew its temerarious infancy, the want for a brand outgrew the need for pure business.
We wanted meaning!
And unlike the past efforts, this time… This time we thought, nay contemplated the question of: “What makes BrandzGarage?”
Dozens of designs were scribbled and discarded like a defective Spartan infant. Only the best would do. After all, there can only be one true face – uniform or patchwork. We butted heads, even put the entire process on hiatus in lieu of overwhelming client work.
Three things cannot be long hidden: the sun, the moon and the truth. As the torrent of official duties abated, it was unsurprisingly our founder Saquib who brought up the question once again. What was however surprising is that he also had an answer. Thus, the wheels turned once more, and in its wake, more than three years after the beginning, we had substance.
The third face was on.
Watch out for the next post in the series where we expand upon all the headbutting we did for the current logo and the thought behind why we would pick second-place beta – rather than alpha, or even omega – for our brand symbol.
Have a company you own? Want to turn it into a brand? Get in touch with us at BrandzGarage for the best branding & identity experience your beloved company could ask for.