This article is about the steps that you need to take in order to make sure that your logo is the winner one. For a start, I’m sure that in those lonely and less cheerful moments after a defeat, you have questioned your designer skills. The thing is that when you are a fairly good designer, the problem is less about your drawing skills and more about the analytical part. Very vague, isn’t it? Let me explain. Have you ever wondered why a logo that is less graphically gifted than yours is chosen by a certain client? Well, the main reason for that is because you failed to capture the company’s values. In other words, you didn’t take seriously enough the analytical part of your job. First of all, when designing a logo, you have to bear in mind the 10 dimensions of a brand image. And here we have a very helpful diagram.

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Ok, now it is the time to explain the difference between the image and the identity. The image says Michel Chevalier ‘corresponds to the perceptions induced in the different consumers who make up the market segments. They are receptive in nature’.  On the other hand, the identity is ‘the substance of the brand, expressed via all the methods of communication used by the brand. It is emissive in nature’.

Analyzing a brand using the identity prism

Why are now going to go even more in depth. According to Kapferer (and this is very interesting!), there are six identity dimensions of a brand:

1) Physique – which represents the concrete element of a brand(e.g. Ferrari- a red sport automobile).

2) Personality– If it would be a women, what temperament would it had? Classy, professional? Original, like Apple?

3) Culture – the traditional values of its architects.

4) Relationship– represents the social dimension of the brand. As Chevalier puts it ‘A brand with identity influences relations between individuals, first through signs of belonging to a group, and then well beyond’ Therefore, this is a crucial part that you need to consider when you design a logo. Does your logo is strong enough to build business relationships? Does it have a sense of adherence to a community?

5) Reflection – the market’s perception of the brand

6) Self-image – The image that the consumers have of themselves when they utilize the brand. Here is a diagram that will help you getting through with your analysis.

Here is a diagram that will help you getting through with your analysis.


Ok, in other to fully understand I’m going to show you an example of how the analysis can be done. We will take the example of Chanel.

So, as I was trying to show you, understanding the brand is indispensable in order to create a winning logo. And I think that if you use these analytical tools that I provided you with, you will have better chance of understand a brand’s culture and its values. I really hope that this was useful. Furthermore, if you liked it please share it with your friends or community! Thanks!


References: Michel Chevalier and Gerald Mazzalovo, Pro Logo – Brands as a factor of progress, Palgrave Macmillan, 2004.