Brand Analysis
The Primary Logo
Technically, there is nothing wrong with this logo. The bold font matches the weight of the circular icon. It is familiar and maintains a strong appearance.
That said, let’s explore some potential pain points for the entire brand:
Challenge #1: colors
The logo color and colors utilized on the current website are not the same. Additionally, the bright red hue displayed on the current site conveys urgency and intensity. While red is attention-grabbing, such a bright hue may not align with the brand’s intended messaging. A less vibrant hue will both modernize and be easier on the eyes.
Challenge #2: Fonts
There are inconsistencies in the fonts used across the logo and website. A review of the site’s code revealed two different typefaces online, neither of which align with the two separate fonts in the logo- four fonts in total, where a maximum of two to three is recommended. By unifying the typography into a cohesive set of typefaces- open, balanced, and polished- we can elevate the brand and create stronger alignment across every platform.
Challenge #3: Proportions & proximity
The typography within the circular icon sits very close to the edges, which makes the design feel cramped. If we continue with the circular mark, adding more negative space will create balance and elevate the overall look.
Secondary Logos, Brand Cohesion, & visual symbolism
From what I can see, the current logo exists in a long horizontal format. To ensure versatility across different platforms, we will develop a full logo suite. Many successful brands use multiple logo formats to maintain consistency across applications. By making thoughtful adjustments to design, color, and typography, we can create a cohesive system that strengthens the overall brand identity.
The Power of a Thoughtful Color Scheme
A well-crafted color scheme is a cornerstone of branding, shaping how people perceive and connect with a business. Colors evoke emotion, set the tone, and create a lasting visual identity. For Flynn Scale, the goal is to convey refinement, precision, and dependability- qualities that build customer trust while showcasing the company’s technical expertise.
The existing palette of red, white, and black provides a strong foundation. Just as weighing requires stillness and precision, the red and white pairing evokes the familiarity of a stop sign, while black adds modern refinement. To elevate the look, we will replace pure black with a deep charcoal gray- near black- for a softened and sophisticated feel. The palette will also expand from three to five colors, introducing darker variations of the brighter hues for added flexibility. The result is a rich, balanced palette.
The importance of selecting the right Fonts
Typography is a crucial part of branding- it shapes the tone, personality, and overall feel of a brand. Fonts are more than just letters; they create an instant recognition factor and help tell your brand’s story. Think about brands like Coca-Cola or Chick-fil-A- their font choices are so distinct that you can picture them immediately. That’s the power of strong typography, and Flynn Scale can harness it in a way that ensures the brand feels authentic, precise, and trustworthy to place you as the industry expert in your service areas.
So, what exactly is branding?
To put it simply: branding is everything.
Branding is like choosing the paint, hardware, and materials in a home: they are the details that define the entire experience. Your current site shows the beginnings of a brand, but it lacks consistency in key areas. The typography and colors don’t align- I have counted at least 5 different font and typeface styles and 7 different colors on your home page. Additionally, the header promotes other brands- such as social media platforms and Google- instead of keeping the focus on Flynn Scale. To build a strong, lasting identity, all visual and written elements- colors, fonts, and logo- need to work together.
Now that we’ve done a deep dive, let’s explore 2 options that will align the visual identity and build a lasting brand for Flynn Scale moving forward.
option 1: Your brand, refined.
This option is ideal if you’re not ready for a completely new rebrand. It refines the existing logo by aligning it with the fonts and colors planned for the new site, while keeping the core elements intact. The simplified design ensures consistency across all platforms, resulting in a cohesive and elevated brand presence.
Option 2: A sharper take.
The second option modernizes your brand by taking a more purposeful approach to its visual language. Scales are almost always designed with square or rectangular plates, and reflecting that geometry creates a stronger, more intentional association. Replacing shapes and simplifying the color scheme brings refinement and precision to the brand identity.
Next steps for Flynn Scale
Branding isn’t just about having a great logo- it’s about creating a cohesive experience across every touchpoint. Consistency is key. By following the brand guide consistently across all marketing, you'll naturally build a recognizable and professional presence. Consistency reinforces credibility, making your brand instantly familiar and trustworthy to customers. This proposal itself demonstrates the proposed branding in action, with the fonts serving as a preview of the updated identity.
Take some time to think about how you want Flynn Scale to present moving forward. Both brand guides were intentionally designed to refine your current brand, but each takes a slightly different approach- one focuses on elevating and polishing what you already have, while the other leans toward a more modernized direction. Consider which version best reflects how you want customers to see Flynn Scale in the future, and which qualities feel most true to your business.