Creating a logo is an essential step in establishing your brand’s identity. A logo not only helps you stand out from the competition but also communicates the values and personality of your business. Whether you are a graphic designer or a business owner, knowing how to design a logo is a valuable skill that can elevate your brand’s visual representation.
To create a logo, you need to start with a clear vision of what you want to communicate. Think about the message you want to convey and the emotions you want to evoke in your audience. This will guide your design choices and help you create a logo that resonates with your target market.
Designing a logo involves combining various elements like color, shape, typography, and imagery. One common approach is to use vector graphics, which allow you to create scalable and high-quality designs. Using vector-based software, like Adobe Illustrator, gives you the flexibility to refine and modify your logo as needed.
If you are new to logo design, there are plenty of tutorials and resources available online to help you get started. These tutorials can teach you the basics of creating vector graphics, choosing appropriate colors, and arranging elements in a visually pleasing way. They can also provide inspiration and guidance as you navigate the creative process.
In conclusion, creating a logo involves a combination of design skills, creativity, and a deep understanding of your brand’s identity. With the right tools and resources, you can create a logo that effectively represents your business and leaves a lasting impression on your audience.
Choosing the Right Style
When it comes to creating a logo, the design and style you choose is crucial to portraying your brand in the best light. The right logo style will not only grab attention but also effectively communicate your brand’s message.
One popular logo style is a vector graphic logo. Vector logos are created using mathematical equations, which allows them to be easily scaled without losing quality. They are versatile and can be used in various sizes and formats, making them ideal for websites, print materials, and social media profiles.
Another popular logo style is a graphic logo. Graphic logos use images or illustrations to represent a brand. These logos can be customized to match the tone and personality of your brand, making them a great choice if you want to create a unique and eye-catching logo.
When choosing the right style for your logo, consider the overall look and feel of your brand. Think about how you want your customers to perceive your brand and what message you want to convey. Are you a modern and sleek brand or a fun and playful one? Select a style that aligns with your brand’s identity and values.
Finally, think about how your logo will be used across different platforms and mediums. Will it be printed on physical products like business cards or promotional materials? Will it be displayed prominently on your website or social media profiles? Ensure your chosen style works well in various contexts and sizes.
| Choosing the Right Style | |||
| Design | Create | Brand | Vector |
| How | Graphic | To | Logo |
Researching Your Competition
When you are ready to create a logo for your brand, it’s important to start by researching your competition. By understanding what other businesses in your industry are doing, you can create a logo that stands out and represents your brand effectively.
Begin by compiling a list of your main competitors. Look at their logos and analyze their design elements. Pay attention to the colors, fonts, and overall style they use. This will give you an idea of the design trends in your industry and help you create a logo that fits in while still standing out.
Identify Your Unique Selling Points
As you research your competition, it’s also important to identify your unique selling points. What sets your brand apart from the others? Is it your product quality, customer service, or innovative solutions? Understanding what makes your brand unique will help you create a logo that accurately reflects these qualities.
Consider the key message you want to convey with your logo. Do you want to portray professionalism, creativity, or affordability? Use this information to guide your design choices and create a logo that effectively communicates your brand message.
Work with a Graphic Designer
If you’re unsure about how to create a logo that stands out from your competition, consider working with a graphic designer. They have the expertise and knowledge to create a unique and eye-catching logo that represents your brand accurately.
A graphic designer will be able to create a logo in vector format, which allows for easy scalability and ensures your logo looks great at any size. They can also provide valuable input and creative ideas during the design process, helping you create a logo that will make a lasting impression.
By researching your competition, identifying your unique selling points, and working with a graphic designer, you can create a logo that not only stands out from the competition but also accurately represents your brand. Take the time to think about what you want your logo to convey and use that as a guide throughout the design process.
Defining Your Brand Identity
Creating a logo is a crucial step in establishing your brand’s identity. Your logo serves as the visual representation of your brand and helps to communicate your values, mission, and personality to your target audience. To create a logo that truly resonates with your audience, it’s important to have a clear understanding of your brand identity.
Start by defining the essence of your brand. What does your brand stand for? What makes it unique? Take some time to brainstorm and write down your brand’s key attributes, values, and personality traits.
Consider your target audience and the message you want to convey. Your logo should appeal to your target audience and reflect the characteristics that are important to them. Think about how you want your audience to perceive your brand and use that as a guide when creating your logo.
Next, think about the visual elements that represent your brand. Colors, fonts, and imagery all play a role in conveying your brand’s identity. Research color psychology and choose colors that align with the emotions and feelings you want your brand to evoke. Select fonts that match your brand’s personality, whether it’s professional and modern or playful and creative.
If you’re not confident in your graphic design skills, consider using a vector graphics software or hiring a professional designer. There are plenty of tutorials available online that can help you learn the basics of creating a logo. Whether you choose to create it yourself or work with a designer, make sure to review and revise your logo until it accurately represents your brand.
Remember, your logo is an important part of your brand identity and should be consistent across all your marketing materials. By taking the time to define your brand’s identity and create a logo that reflects it, you’ll be on your way to building a strong and recognizable brand.
Sketching Initial Ideas
When it comes to creating a logo, sketching your initial ideas is an essential step in the process. This tutorial will guide you through how to generate creative concepts for your brand’s logo using pencil and paper.
Start by brainstorming keywords and concepts that relate to your brand or business. Consider your target audience, industry, and values. Use these ideas as a starting point for your sketches.
Grab a sheet of paper and a pencil, and start sketching rough outlines of different shapes, symbols, and typography that come to mind. Don’t worry about making them perfect – this is just about getting your ideas down on paper.
Experiment with different compositions, layouts, and perspectives. Play around with the thickness and style of your lines. Remember, this is a brainstorming phase, so be open to exploring different possibilities.
Vectorize your sketches: Once you have a few promising concepts, you can start bringing them to life in a vector design software like Adobe Illustrator. This will allow you to refine your logo and make it scalable for different formats and sizes.
By sketching your initial ideas, you can explore a range of possibilities and discover unique design elements that capture the essence of your brand. Take your time during this process, and don’t be afraid to experiment. Your sketches will serve as the foundation for your final logo design.
| Benefits of sketching initial ideas: |
|---|
| 1. Sparks creativity |
| 2. Allows for quick exploration of concepts |
| 3. Provides a tangible starting point |
| 4. Facilitates collaboration and feedback |
| 5. Helps refine and finalize design elements |
Creating Digital Concepts
Creating digital concepts is an essential step in the process of designing a logo. It involves using graphic design software to bring your brand to life digitally.
In order to create digital concepts, you’ll need a graphic design software program like Adobe Illustrator or CorelDRAW. These programs allow you to design logos in a vector format, which means that they can be scaled up or down without losing any quality.
When creating digital concepts for a logo, it’s important to consider the overall brand and design elements. Think about the colors, fonts, and imagery that will represent your brand effectively. Use vector tools to create clean and precise lines, shapes, and typography. You can experiment with different variations and layouts to find the perfect balance.
There are various tutorials available online that can guide you through the process of creating digital concepts for your logo. These tutorials cover everything from basic logo design principles to advanced techniques. They provide step-by-step instructions on how to use the software, create different effects, and achieve a professional-looking logo.
Remember, creating digital concepts for a logo is an iterative process. It’s important to experiment and iterate on your design until you achieve the desired result. You can seek feedback from others and make adjustments as needed.
Once you have created multiple digital concepts for your logo, you can compare them side by side and choose the one that best represents your brand. It’s important to keep your target audience and brand values in mind when making this decision.
In summary, creating digital concepts for a logo involves using graphic design software to bring your brand to life digitally. It requires careful consideration of colors, fonts, and imagery. By following tutorials and iterating on your designs, you can create a unique and effective logo for your brand.
Selecting the Right Colors
When it comes to logo design, selecting the right colors is crucial. Colors have a significant impact on the message and perception of your brand. They evoke emotions and can influence how people perceive your business or product.
One important factor to consider is the psychology of colors. Different colors evoke different emotions and can convey different messages. For example, red is often associated with energy and passion, while blue is associated with trust and reliability. By understanding the psychology of colors, you can choose the right colors that align with your brand’s values and message.
Another important consideration is the use of vector graphics. By creating your logo as a vector graphic, you can easily manipulate the colors and scale the logo without losing quality. This flexibility allows you to experiment with different colors and variations, ensuring that you choose the best combination for your brand.
A helpful technique is to create a mood board or color palette. This can be a collection of images, patterns, or colors that inspire you or reflect the desired personality of your brand. By having a visual reference, you can easily select colors that work well together and evoke the right emotions.
Finally, it’s important to think about the practical aspects of color selection. Consider where your logo will be used and how it will be displayed. Will it be prominently displayed on a website? Will it be printed on various materials? Different mediums have different color capabilities, so it’s essential to choose colors that will look consistent and vibrant across all platforms.
In conclusion, selecting the right colors for your logo is a crucial step in creating a strong and memorable brand. By understanding the psychology of colors, utilizing vector graphics, and considering practical aspects, you can choose the perfect colors that will represent your brand effectively.
Choosing the Right Typography
When it comes to logo design, selecting the right typography is a crucial step in creating a memorable and impactful brand identity. Typography refers to the style, arrangement, and appearance of the type or letters used in design.
The fonts you choose for your logo can greatly influence how your brand is perceived by the target audience. It can convey various emotions, evoke specific associations, or reflect the personality of your brand. Therefore, it’s important to carefully consider the typography that best represents your brand.
Consider Brand Personality and Values
Before choosing a font for your logo, it’s essential to understand your brand’s personality and values. Is your brand modern, traditional, playful, or professional? The typography you select should align with these characteristics to create a cohesive brand image.
For example, if your brand is a tech startup targeting young and trendy consumers, you may choose a modern, clean, and minimalist font to convey a sense of innovation and simplicity. On the other hand, if your brand is a luxury or high-end product, you may opt for an elegant and refined typography.
Balance Readability and Aesthetics
While it’s important to choose typography that captures your brand’s essence, it’s equally important to balance readability and aesthetics. A logo should be easily identifiable and legible across different mediums and sizes.
It’s recommended to select a font that is clear, easily readable, and doesn’t lose its impact when scaled down. Avoid overly decorative or intricate fonts that can make your logo challenging to read or comprehend. Strike the right balance between style and function to ensure your logo delivers the intended message effectively.
| Font Category | Examples |
|---|---|
| Serif | Times New Roman, Georgia, Baskerville |
| Sans-Serif | Arial, Helvetica, Verdana |
| Script | Brush Script, Lobster, Pacifico |
| Display | Courier New, Impact, Marker Felt |
In addition to considering how the font looks and reads, it’s important to pay attention to the licensing rights. Ensure that the font you choose is licensed for commercial use and doesn’t infringe on any copyright or trademark restrictions.
By carefully considering the relevance of typography to your brand personality and values, balancing readability and aesthetics, and selecting a font with appropriate licensing rights, you can choose the right typography that enhances your logo design and strengthens your brand identity.
Working with Vector Graphics
When it comes to designing and creating a logo, understanding vector graphics is essential. Vector graphics are digital art created using mathematical equations. They are made up of points, lines, and curves that form shapes, making them versatile and scalable without losing quality.
In a logo design tutorial, one of the first things you’ll learn is how to work with vector graphics. There are several graphic design software programs available that allow you to create and manipulate vectors, such as Adobe Illustrator and CorelDRAW.
To start designing your logo, you can either create your own custom vector shapes or use pre-made vector shapes from a library. These shapes can be modified by adjusting their size, position, and color to fit your design vision.
One of the advantages of using vector graphics for logo design is the ability to easily resize your logo without sacrificing quality. Unlike raster images, which are made up of pixels, vectors maintain their sharpness and clarity no matter how much you enlarge or reduce them.
Additionally, vector graphics offer precise control over the design elements. You can easily edit individual shapes, change colors, adjust curves, and add or remove details without compromising the overall integrity of the logo.
Working with vector graphics also allows you to export your logo in various file formats, ensuring compatibility across different platforms and applications. Common vector file formats include SVG, PDF, and EPS.
Whether you are an experienced designer or just starting out, understanding how to work with vector graphics is crucial in creating a professional and visually appealing logo. So, take the time to learn the basics of vector design and unleash your creativity!
Using Professional Design Software
When it comes to creating a logo, it is important to use professional design software. While there are many online tools and software available, professional design software offers advanced features and capabilities that can take your logo design to the next level.
Why use professional design software?
Professional design software, such as Adobe Illustrator, allows you to create logos that are scalable and versatile. This means that your logo can be resized to any size without losing its quality, making it ideal for various branding purposes.
Professional design software also gives you more control over the design process. With advanced tools and features, you can easily manipulate shapes, colors, and text to create a unique and visually appealing logo that represents your brand.
Creating vector graphics
One of the key benefits of using professional design software is the ability to create vector graphics. Unlike raster images, vector graphics are made up of mathematical equations and can be scaled to any size without losing quality. This is essential for creating high-resolution logos that can be used on different platforms, from websites and social media to print materials.
With professional design software, you can easily create and modify vectors using tools like the Pen Tool, which allows you to draw and edit paths. This gives you the flexibility to create intricate designs and shapes that are not possible with other graphic design tools.
By using professional design software, you can ensure that your logo stands out and accurately represents your brand. So, if you want to create an impactful and visually appealing logo, make sure to invest in a professional design software.
Adding Creative Elements
When it comes to creating a logo, adding creative elements is essential to make your brand stand out. In this tutorial, we will explore different ways to incorporate unique and eye-catching elements into your logo design.
1. Using Graphic Elements
Graphics can play a crucial role in making your logo visually appealing and memorable. You can choose from a wide range of pre-designed graphic elements or create your own custom graphics. These can include icons, symbols, illustrations, or any other visual elements that represent your brand and its values. Make sure the graphics you use are relevant to your brand and communicate the desired message effectively.
2. Creating Vector Designs
Vector designs are highly versatile and can be scaled up or down without losing quality. They are also ideal for creating logos because they allow for precise and clean lines. You can use design software like Adobe Illustrator or CorelDRAW to create vector graphics for your logo. Experiment with different shapes, gradients, and colors to add depth and dimension to your design. Remember to keep your design simple and avoid clutter, as simplicity often translates into better brand recognition.
By following these tips, you can create a logo that not only represents your brand but also captures the attention of your target audience. Remember, the key is to experiment and find the right balance between creativity and simplicity. Good luck!
Refining Your Design
Once you have a basic design for your logo, it’s time to refine it to make it truly stand out and represent your brand. Here are some tips on how to do it:
1. Pay attention to the details
The devil is in the details! Make sure to go over your design and check every element for consistency, alignment, and symmetry. Small adjustments can make a big difference in giving your logo a polished look.
2. Simplify your design
Less is often more when it comes to logo design. Remove any unnecessary elements and simplify the shapes and lines. A clean and straightforward design is more memorable and versatile.
3. Experiment with color
Color plays a crucial role in logo design. Try different color palettes to see what works best for your brand. Consider the emotions and associations that different colors evoke and choose the ones that align with your brand’s personality.
4. Test your logo at different sizes
Your logo will be displayed across various platforms and materials, so it’s essential to test its legibility at different sizes. Make sure it looks good when scaled down or blown up to avoid any loss of clarity or impact.
5. Use vector software
Vector software such as Adobe Illustrator allows you to create logos that can be easily resized without losing quality. This will ensure your logo looks crisp and professional in any application.
By following these refining techniques, you can take your logo design from good to exceptional. Remember, your logo is the face of your brand, so invest time in perfecting it to make a lasting first impression.
Getting Feedback
Once you create a logo design, it’s important to get feedback from others to ensure it accurately represents your brand and resonates with your target audience. Gathering feedback can provide valuable insights and perspectives that can help refine your logo design and make it even more impactful. Here are a few ways you can gather feedback on your logo:
1. Peer Review
Reach out to colleagues, friends, or other trusted individuals who have experience or knowledge in design or branding. Share your logo design with them and ask for their honest opinions and suggestions. Consider their feedback and use it to improve your logo design.
2. Online Communities and Forums
There are many online communities and forums where designers and creative individuals gather to share their work and provide feedback. Take advantage of these platforms to showcase your logo design and ask for constructive criticism. Keep in mind that feedback from a diverse group of individuals can be particularly valuable.
Pro Tip: When seeking feedback online, be specific about what aspects of your logo design you want feedback on. This will help you receive more relevant and actionable suggestions.
3. Target Audience Testing
Consider conducting surveys or focus groups with members of your target audience. This can help you gather feedback directly from those who your logo is intended to appeal to. Their insights can be invaluable in determining whether your logo effectively communicates your brand’s message and resonates with your target market.
4. Design Contests and Platforms
Participating in design contests or using online platforms that connect designers and clients can also provide an opportunity to receive feedback on your logo design. Clients and other designers can provide critiques and suggestions that can help you refine your logo design further.
In conclusion, obtaining feedback on your logo design is crucial for ensuring its success. By reaching out to others, utilizing online communities, testing with your target audience, and taking advantage of design contests and platforms, you can gather valuable insights to improve and enhance your logo design.
Making Final Adjustments
Once you have completed the initial design process and have a vector-based logo design, it’s time to make final adjustments to ensure your logo looks professional and polished. In this tutorial on how to create a logo, we will go over some key steps to take in order to perfect your graphic design.
1. Check for Consistency
Before finalizing your logo, it’s important to double-check that all elements are consistent throughout the design. This includes things like font styles, color schemes, and spacing. Make sure that the logo looks cohesive and unified.
2. Test in Different Sizes and Backgrounds
A good logo should be versatile and look great at any size, whether it’s being displayed on a website or printed on a business card. Test your logo in different sizes to ensure that it remains readable and visually appealing. Additionally, try placing your logo on different backgrounds to see how it holds up.
Note: If your logo doesn’t look good in small sizes or on busy backgrounds, consider simplifying the design or adjusting the colors.
By following these final adjustment steps, you can ensure that your logo is ready for its intended purpose. Remember that creating a logo is a process that requires attention to detail and a good understanding of graphic design principles.
Keep practicing and refining your skills in logo design, and you’ll be able to create visually stunning logos that make a lasting impression.
Exporting Your Logo
Once you have finished designing your logo, it is important to export it in the appropriate file format to ensure that it can be used effectively in various applications.
The most common and recommended file format for exporting logos is a vector format. Vectors are scalable and can be resized without losing any quality. They are essential for maintaining the clarity and crispness of your logo, regardless of its size.
There are several popular vector file formats to consider when exporting your logo:
- Adobe Illustrator (.ai) – This is the native file format for Adobe Illustrator, a popular graphic design software. It allows you to easily edit and make adjustments to your logo in the future.
- Scalable Vector Graphics (.svg) – SVG is an XML-based vector image format that is widely supported by modern web browsers. It is perfect for online use and can be easily embedded in websites.
- Encapsulated PostScript (.eps) – EPS is another common vector format that can be used for print and digital applications. It is compatible with various design software and can be easily resized and edited.
When exporting your logo, make sure to consider the specific requirements of your project or brand. If you are sharing your logo with others, it is best to export it in multiple formats to ensure compatibility across different platforms and software.
In summary, knowing how to export your logo is a crucial step in the logo design process. By choosing the appropriate vector file format, such as AI, SVG, or EPS, you can ensure that your logo maintains its quality and can be used effectively across various platforms.
Implementing Your Logo
Once you have created your logo design in a vector graphics program, it is time to implement it across various platforms and mediums to effectively build your brand identity. In this tutorial, we will show you how to implement your logo to ensure consistency and recognition.
Before you begin, make sure you have your logo file saved in different formats, such as PNG, JPEG, and SVG. This will allow you to use your logo in various online and offline applications.
To start, consider where you will be using your logo. Will it be on your website, business cards, letterheads, or promotional materials? This will help you determine the appropriate size and format for your logo.
The next step is to resize your logo for different purposes. For online use, you can create a smaller version of your logo that fits within your website’s header or footer. On the other hand, for printed materials, you may need a larger, high-resolution version of your logo to ensure clarity and sharpness.
Once you have resized your logo, test it across different platforms and applications to ensure that it appears correctly and is easily recognizable. Check how it looks on different backgrounds, both light and dark, and make any necessary adjustments to guarantee visibility.
Remember to always use your logo consistently across all your brand materials. This will help create a strong and cohesive brand identity. Avoid making any changes to your logo, such as altering colors or fonts, as it may confuse your audience and dilute your brand recognition.
By following these steps, you can effectively implement your logo design and create a strong brand presence. With a unique and well-executed logo, you can easily establish your brand and leave a lasting impression on your target audience.
So, now that you know how to create a logo, it’s time to get started and let your creativity soar!
Protecting and Registering Your Logo
Once you have invested time and effort into creating a logo for your brand, it is important to take steps to protect and register it. This can help prevent others from using your logo and design without permission, and gives you legal rights to your intellectual property.
There are several ways to protect your logo and ensure that it remains unique to your brand. One of the most important steps is to create a logo that is original and distinct. This means avoiding using generic graphic elements that may already be associated with other brands. Instead, focus on creating a unique and memorable design that reflects your brand identity.
Once your logo design is finalized, it is important to make sure that it is created as a vector file. Vector graphics are made up of paths and curves instead of pixels, allowing them to be resized without losing resolution. This makes it easier to use your logo in different sizes and formats, and ensures that it will display correctly on various devices and mediums.
In addition to creating a vector version of your logo, it is also recommended to trademark or register your logo with the appropriate authorities. This grants you legal protection and exclusive rights to use your logo for commercial purposes. Depending on your location and the scope of your business, you may need to register your logo with local or national trademark offices.
Registering your logo also helps establish a paper trail and provides evidence of your ownership. In case of any copyright or trademark disputes, having your logo registered can significantly strengthen your legal position. It is advisable to consult with a lawyer or trademark specialist to ensure that you have followed all necessary steps and requirements for protecting your logo.
| Protecting Your Logo: | Registering Your Logo: |
|---|---|
| Create an original and distinct design | Trademark or register your logo |
| Create a vector version of your logo | Consult with a lawyer or trademark specialist |
| Avoid using generic graphic elements | Follow all necessary steps and requirements |
By taking the necessary steps to protect and register your logo, you can safeguard your brand identity and ensure that your logo remains unique to your business. This will help establish your brand’s credibility and uniqueness in the marketplace, and prevent others from capitalizing on your hard work and creativity.
Promoting Your Brand with Your Logo
Your logo is an essential part of your brand’s identity and can be a powerful marketing tool. With a well-designed logo, you can effectively promote your brand and leave a lasting impression on your target audience.
Creating a Strong Visual Identity
A logo is more than just a symbol or an image; it represents your entire brand. When you create a logo, you need to consider the values and personality of your brand. A well-designed logo should reflect the essence of your brand and make a connection with your target audience.
Using a vector graphic format is crucial in logo design, as it allows for scalability and versatility. A vector logo can be resized without losing quality, ensuring that your logo looks great on various mediums, from a tiny favicon to a large billboard.
How to Promote Your Brand with Your Logo
Once you have created a compelling logo, it’s time to put it to work and promote your brand. Here are some effective ways to do so:
- Include your logo on all your marketing materials, from business cards and letterheads to brochures and banners.
- Feature your logo prominently on your website and social media profiles. Ensure it is displayed consistently across all your online platforms.
- Use your logo in your email signature to reinforce your brand’s identity in every communication.
- Collaborate with influencers and ask them to incorporate your logo in their content. This helps create brand awareness among their followers.
- Sponsor local events and have your logo displayed prominently at the venue. This can attract attention and generate buzz for your brand.
- Create branded merchandise featuring your logo, such as t-shirts, mugs, and stickers. This allows your customers to become brand ambassadors.
- Consider investing in online advertising and use your logo as a visual element in your ads. This helps increase brand recognition and recall.
Remember, consistency is key when promoting your brand with your logo. Ensure that your logo is always used correctly and in line with your brand guidelines to maintain a strong and cohesive brand identity.
Question and answer:
What is the importance of a logo for a business?
A logo is important for a business because it helps to create brand recognition and identity. It is a visual representation of a company and can help customers remember and identify the business.
How can I create a logo without any design experience?
If you don’t have any design experience, you can use online logo makers or hire a freelance designer. There are many online tools available that provide premade logo templates and easy-to-use design features.
Can I use a free logo maker for my business?
Yes, you can use a free logo maker for your business. There are many free logo makers available online that offer pre-designed templates and customization options. However, it’s important to note that a free logo may not be as unique or professional as a custom-designed logo.
What are some tips for creating a successful logo?
Some tips for creating a successful logo include keeping it simple, making it recognizable and memorable, using appropriate colors and fonts, and ensuring it represents your brand’s personality and values. It’s also important to consider how the logo will look in different sizes and mediums, such as on a website or business card.
Can I trademark my logo?
Yes, you can trademark your logo to protect it from being used by others. Trademarking your logo gives you legal ownership and the exclusive right to use it in connection with your business. You can file a trademark application with the appropriate government agency in your country.
What is a logo?
A logo is a visual symbol that represents a company or brand.