THE SIGNATURE OF THE BRAND
FRANK FAMULARO
Š 2018 Frank Famularo
THE SIGNATURE OF THE BRAND
FRANK FAMULARO
A brand is the cumulative story that is the result of every communication made about a business, a product, an event, or an individual. Your brand is YOUR STORY, a narrative told in words and visuals. Your logo is the most basic visual identifier of your brand. I think of it as the signature of the brand. At the risk of sounding like a design subversive, I believe that the quality of the design of a logo does far less to make it recognizable than the number of times it is seen by the intended audience. I also believe that the fewer times that a logo is seen, the more important it is that the viewer remembers the name as opposed to the graphic. To go along with those two statements I would say that the fewer times your logo (and all branding efforts) are seen, the more important the quality and the strategy of the design (and writing) becomes. If you have any questions about how I can help you to better tell YOUR STORY, or if you would like to request to review case studies, then please contact me at frank@brandwonq.com. This book is a portfolio of 60 logos that I have designed. They are in no particular order. There is an index at the back of the book if you are looking for a specific logo. Note that the logo on the opposite page is my personal logo and literally my signature.
i :: 1
MINUTIA MEDIA Print and Internet Communications
2 :: 3
MCGARVIN GRAPHICS Printing Broker
4 :: 5
ATOMIX MUSIC Music Publisher
6 :: 7
AXIS TELECOMMUNICATIONS Telephone Services
8 :: 9
AD AGE CUP Publisher’s Golf Tournament (“AdAge” is from the organization’s standard logo)
10 :: 11
ADAGE.COM Publisher’s Website (“AdAge” is from the organization’s standard logo)
12 :: 13
COMMUNIQUÉ MEDIA Publisher
14 :: 15
BROWN & ASSOCIATES Insurance
16 :: 17
ARCHITECTURAL CAST STONE Construction Products Manufacturer
18 :: 19
CAST STONE INSTITUTE Non-Profit Trade Association (Re-drawn from the original logo)
20 :: 21
BEACON PROFILES Executive Branding Services
22 :: 23
AIM HIGHER RECORDINGS Record Label
24 :: 25
ALMA MATER ARTS FOUNDATION Non-Profit Music Education Organization
26 :: 27
ASME DIGITAL COLLECTION American Society of Mechanical Engineers Online Library (ASME and globe are the organization’s standard logo)
28 :: 29
DANA WIGDOR Artist
30 :: 31
AUTOMETRIK Automotive Marketing
32 :: 33
DECCA LABEL GROUP Division of Universal Music Group (“Decca” is from an older Decca Records logo)
34 :: 35
DENARDI EQUIPMENT Heavy Equipment Sales
36 :: 37
DINIO Salon Products
38 :: 39
DJ845 Disc Jockey
40 :: 41
DIVINAS Vocal Group
42 :: 43
CLUB NIQUE RECORDS Record Label
44 :: 45
DMIND Website Developer
46 :: 47
DREAMWORLD Record Album Title
48 :: 49
EAST MOUNTAIN MUSIC Music Publisher
50 :: 51
EUPHEMISM FILMS Movie Production Company
52 :: 53
FAMILY CHIROPRACTIC Chiropractors’ Office
54 :: 55
GARY Z. Recording Artist
56 :: 57
GARY Z. ROBOTS Record Album Title
58 :: 59
ITRON Electrical Services
60 :: 61
J&M GRAPHICS Printing
62 :: 63
GAME DAY SPORTS OUTLET Retail Sporting Goods
64 :: 65
THE LEAPLING Movie Title
66 :: 67
LOMOTION Specialty Auto Sales and Service
68 :: 69
MAIA SHARP Singer-Songwriter (Concert Title)
70 :: 71
LYNNSCAPE Landscaping Services
72 :: 73
MOZART: MIND, BODY, SOUL Record Album Series
74 :: 75
MARKETING 2020 Advertising Age International Conference Series
76 :: 77
MUSIC TRACKS Concert Series
78 :: 79
NAK HEALTH CENTER Physical Therapy Offices
80 :: 81
NEURODYNAMICS Physical Workout Program
82 :: 83
ONAMI Print Series Title
84 :: 85
NEW MEDIA INSTITUTE OF WESTCHESTER Custom Publishing Consultancy
86 :: 87
QUADROSPHERE Print Studio
88 :: 89
PHILIPSTOWN DEPOT THEATRE Performing Arts Center
90 :: 91
RETROGRAPHICS Printing Broker
92 :: 93
MEDIA QUAD MAP Software Developer
94 :: 95
STONESOFT Software Developer
96 :: 97
ROAD RAGE Movie Title
98 :: 99
SCARY CLOWN MUSIC Record Label/Music Publisher
100 :: 101
SWEET FACE MUSIC Record Label/Music Publisher
102 :: 103
THE BLACK ROOM Recording Studio
104 :: 105
THE LIGHT CONSORT Photographic Services
106 :: 107
Z-RIFIC PRODUCTIONS Record Label/Music Publisher
108 :: 109
WILLOWORKS Movie Production Company
110 :: 111
2Z GUITARS Custom Guitar Designer
112 :: 113
TYLER MELL Actor
114 :: 115
CARMELA’S CUCINA My Mother’s Kitchen
116 :: 117
BRANDWONQ My Branding Consultancy
118 :: 119
INDEX
2Z GUITARS 113 ADAGE.COM 13 AD AGE CUP 11 AIM HIGHER RECORDINGS 25 ALMA MATER ARTS FOUNDATION 27 ARCHITECTURAL CAST STONE 19 ASME DIGITAL COLLECTION 29 ATOMIX MUSIC 7 AUTOMETRIK 33 AXIS TELECOMMUNICATIONS 9 BEACON PROFILES 23 BRANDWONQ 119 BROWN & ASSOCIATES 17 CARMELA’S CUCINA 117 CAST STONE INSTITUTE 21 CLUB NIQUE RECORDS 45 COMMUNIQUÉ MEDIA 15 DANA WIGDOR 31 DECCA LABEL GROUP 35 DENARDI EQUIPMENT 37 DINIO 39 DIVINAS 43 DJ845 41 DMIND 47 DREAMWORLD 49 EAST MOUNTAIN MUSIC 51 EUPHEMISM FILMS 53 FAMILY CHIROPRACTIC 55 FRANK FAMULARO 1 GAME DAY SPORTS OUTLET 65
GARY Z. 57 GARY Z. ROBOTS 59 ITRON 61 J&M GRAPHICS 63 LOMOTION 69 LYNNSCAPE 73 MAIA SHARP 71 MARKETING 2020 77 MCGARVIN GRAPHICS 5 MEDIA QUAD MAP 95 MONOGRAPHIQ 3 MOZART: MIND, BODY, SOUL 75 MUSIC TRACKS 79 NAK HEALTH CENTER 81 NEURODYNAMICS 83 NEW MEDIA INSTITUTE OF WESTCHESTER 87 ONAMI 85 PHILIPSTOWN DEPOT THEATRE 91 QUADROSPHERE 89 RETROGRAPHICS 93 ROAD RAGE 99 SCARY CLOWN MUSIC 101 STONESOFT 97 SWEET FACE MUSIC 103 THE BLACK ROOM 105 THE LEAPLING 67 THE LIGHT CONSORT 107 TYLER MELL 115 WILLOWORKS 111 Z-RIFIC PRODUCTIONS 109