Branding vs Logo Design

Branding vs Logo Design

OK, I’ll confess – this is not really a battle. More of an explanation. Being a company that offers branding services, we get a lot of questions about what branding is and how it differs from logo design. The fact is that logo design is part of branding – a large part of it, but still, just a part. A lot of design firms will offer logo design as a service, on par with web design, graphic design, print design and so on. There is nothing particularly wrong with that, but it’s not our philosophy. We feel in order to create a truly great logo that works for a company, you first need to establish the promise and the expectations that will reside in the target audiences. You can’t do that by jumping headfirst into logo design and offering up three designs for your client to pick from. That’s like fighting the competition with a blindfold on.


Round 1: Establish your ground

The first step in our branding process is to do a key messaging session with our clients. This helps establish (among other things) key target audiences, points of prides and proof of value statements. This means that when we start the design process we know who we are designing for, what we need to say about the company or organization, and how we’re going to say it. Obviously this doesn’t just inform the logo design, but all marketing materials from the website to print materials and beyond.


Round 2: Scope out the opponent

Once the key messaging is established, we use this and the completed client questionnaire to start the design research phase. We want to make sure we understand what the competition is doing, to see if trends are being established but more importantly to ensure we avoid going in a similar direction. There is also a period of more general design research, reviewing past and present design techniques and trends. While we want to create a design that goes beyond a ‘fad’, there is nothing wrong with being informed by what else is currently out there. Industry trends happen for a reason and it would be silly to be oblivious to them.


Round 3: A clean strike

Then, and only then, the logo design process begins. Starting on a sketch pad, we go through several iterations, attempting to combine a multitude of concepts and ideas into one simple shape. Something that you could look at for five seconds, then draw it in the next ten from memory. If it’s not that simple, it won’t be memorable. It needs to be memorable.

Once the general concept has been conceived, we move the design into the computer. This is usually done by recreating the drawn design using perfect geometric shapes such as circles and squares – we do this to help keep a sense of synergy, simplicity and symmetry. Now we have created the logo mark, the colour and font research begins. Both need to not only compliment the logo mark, but also speak to the target audiences. This is not something that is taken lightly. Thus begins a process of testing and deliberation.

Branding vs Logo Design - Colour Tests


Round 4: Eyes on the prize

The final step in the process is to create the branding vision. Taking everything we have learned so far, we can present the logo design in context. A context that makes sense for the company (we won’t be showing an example of a bus stop ad if you are B2B software company). While I don’t want to delve into all the details (it is our secret sauce after all), our clients receive a true vision piece that gives them the full picture of how we see their brand working across a multitude of mediums, now and into the future.


Round 5: KO

In conclusion, branding is the promise – the logo is the vehicle to help deliver that promise. Our philosophy dictates that you need to figure out the promise before a pencil is even picked up. And by the time the design is completed, the answer is so obvious, it has almost drawn itself. This is our process – these are the words we stand by, and what has made us and our clients successful.


Jim Hopkins
Creative Director, Baytek

Baytek do zip-lining!

We had a great time at the Arbraska Zip-lining park in La Flèche last Friday. Huge thanks to our guide, Belle Fleur – he saved us from deadly berries and brought a new meaning to the phrase, “Flower Power”! Definitely recommended to any group looking for a great day out. More details can be found at their website.

Recap of year 2011

A lot of big changes and big projects were accomplished this year which would not have happened without the relationships that we build with our clients as well as the dedication of the staff at Baytek Systems. In thanks to our clients for the many opportunities to work with you and our social media followers for their support, we would like to share with you a recap of this year’s accomplishments…

The year was 2011 and Baytek Systems was rocking the internet, *que reminiscing music*…  Big plans were being executed to spread their expertise with amazing design and web development for their clients. Not only was Baytek Systems doing work online they were also helping their clients brand their companies by developing great logo’s and collateral.

They started off the year with a great brochure for NorthStar in January.

After training all winter, Baytek Systems was ready for a great time at the Beaver Cup in Ottawa on the longest skating rink in the world, the canal.

After all the fun, it was time to start launching some amazing new websites which included The Children’s Aid Society and Judy Ross Textiles. These were only the tip of the ice burg of the work that was being done in the small office in Westboro. Many great companies of many sizes came to Baytek Systems looking for their expertise


Baytek Systems continued to launch very unique websites for companies like Four Winds, Urban Fertilizer Council  and Hendrick Seeds while expanding their portfolio and learning more each day on the different types of business and industries here in Ottawa.


In June, Baytek Systems proudly supported Ronald McDonald House in their annual golf tournament by helping raise money for the organization.


With the happiness of making a difference in the lives of little children in mind the programmers and designers of Baytek Systems got back to work making a website for Federation of Law Societies of Canada; as well as, two unique logos for Freedman & Associates and for Brightwell.


To expand their expertise Baytek Systems took it upon themselves to help you the readers of their blog by making a tutorial on how to design and format a perfect letterhead template design in word. Click here to see the tutorial

Christmas came a little early for Dolyn Development, Carleton Financial Group and with the launch of their new websites.


There is so many more amazing new websites, logos, brochures and events coming up in the New Year for Baytek Systems. But before then we would like to thank all of our clients, new and old, that have been part of our 2011 and wish you all a very Happy Holiday and safe New Year!

From the Baytek Systems Team,

Happy Holidays!

Père Noël arrive en ville!

To view this post in English CLICK HERE

Avez-vous déjà envoyé votre « liste de souhaits » au Père Noël? Que diriez-vous de recevoir une lettre en retour?

Eh bien, le Père Noël a de nouveau demandé à Postes Canada d’aider à ce que les listes de souhaits des enfants lui soient livrées de toute urgence. Le Père Noël s’est également engagé à répondre à chaque enfant en retour.

Le personnel de Baytek tiens à partager cette tradition d’écriture de vos lettres de souhaits en fournissant des modèles thématiques pour que les enfants les utilisent lors de l’écriture de leur lettre spéciale. S’il vous plaît télécharger, copier et partager ces modèles thématiques. Nos plus sincères vœux de Joyeux Noël à vous et aux vôtres!

N’oubliez pas, il est important que les enfants écrivent leur adresse de retour afin que le Père Noël puisse leur envoyer une lettre de réponse. Les lettres doivent être envoyées par le 19 décembre 2011 à :

 Père Noël

Pôle Nord

H0H 0H0


Pour plus d’informations provenant de Postes Canada, s’il vous plaît visitez

Cliquez sur le lien ci-dessous pour télécharger votre copie dès maintenant!

Bonhomme De Neige (Français)

Bas de Noël (Français)

Gui (Français)

Cadeau (Français)

Ours (Français)

Arbre (Français)

Santa Claus is Coming to Town!

Pour voir ce blog en français CLIQUEZ ICI

Have you ever sent your “Wish List” to Santa Claus?  How about receive a letter in return?

Well, Santa Claus has once again asked Canada Post to help ensure children’s Wish Lists are delivered to him ASAP.  The Jolly One has also committed to responding to each child in return.

The staff at Baytek would like to share in this tradition of letter writing by providing themed templates for children to use when writing their special letter.  Please download, copy and share these templates with our sincerest wish for a Merry Christmas to you and yours!

Don’t forget, it is important that children include their return address so that Santa can send them a reply letter.  Letters should be sent by Dec 19, 2011 to:



H0H 0H0

For more information from Canada Post, please visit

Click the link below to download your copy now!

Stocking (English)

Present (English)

Snowman (English)

Mistletoe (English)

Teddy Bear (English)


Employee Spotlight: Amy Chamberlain

Welcome to our weekly Employee Spotlight, in which we ask our employees the most important questions! Next up is Amy Chamberlain…

When did you join Baytek?
July 2011

What do you do at Baytek?
Social Media Consultant

What’s your favourite quote?
“Work like you don’t need money, love like you’ve never been hurt, and dance like no one’s watching!”

What’s your favourite snack/treat?
Gummy bears

If your life had a soundtrack, what would be the first song on it?
“Believe” – Yellowcard

What do you love to do when you’re not working?
Being active by playing hockey, skating and skiing. Watching movies on a rainy day and keeping life fun and exciting with friends.

What do you like about working at Baytek?
I love how everyone works as a team and are all very helpful to each other regardless of what you need help with. Everyone is very fun to be around making it never a dull moment in the office.

Employee Spotlight: Anne Baytaluk

Welcome to our weekly Employee Spotlight, in which we ask our employees the most important questions! Next up is Anne Baytaluk…

When did you join Baytek?
At birth…1994!

What do you do at Baytek?
Office Administrator, i.e. whatever needs to be done…that I can do!

What’s your favourite quote?
Share your smile…it’s contagious!

What’s your favourite snack/treat?
S&V chips…can’t go a day without a bowl of chips!

If your life had a soundtrack, what would be the first song on it?
“Daughters” by John Mayer.

What do you love to do when you’re not working?
RELAX!!! Enjoy time with family and friends, read a book, go for a walk, take in some “natural” vitamin D.

What do you like about working at Baytek?
Being part of a team of professionals!

Employee Spotlight: Peter Kniewasser

Welcome to our weekly Employee Spotlight, in which we ask our employees the most important questions! Next up is Peter Kniewasser…

When did you join Baytek?
April 2007.

What do you do at Baytek?
I am the CFO/Comptroller/HR person.

What’s your favourite quote?
“Things go right when the Chemistry’s right!”  Maybe we could use “Things go right when your Website’s right!”?.

What’s your favourite snack/treat?

If your life had a soundtrack, what would be the first song on it?
Any Talking Heads song – but maybe Psycho Killer because it’s bilingual.

What do you love to do when you’re not working?
I like to bike and XC ski in the mountains (big or small) and I like to surf/sail in the ocean. I also love watching the Tour de France and movies on HD TV. Oh, and driving my daughter to volleyball tournaments all over Ontario.

What do you like about working at Baytek?
Working with a group of talented young people who create exciting branding, design and web solutions for our clients.