Have you ever considered the impact of your branding? Your work may be absolutely stunning, but with bad branding you could be overlooked by not only potential clients, but also by your peers. Your branding needs to enhance your design style, work and most importantly you, but most modern florists need to step up their branding.
Although most floral marketing is aimed at women, men really do need to be considered too, so you need to create a good balance of femininity and masculinity to ensure your brand appeals to a variety of clients. This means it’s time to ditch the Curlz font, bad floral clipart, baby pink and pale purple backgrounds! Florists should take a page from fashion’s branding book, clean, simple and well designed. You wouldn’t see a nice dress or a pair of shoes in a fashion logo would you?
When you’re thinking about your new branding, keep in mind that it needs to be able to be carried through the whole business – ribbons, delivery cards, floral presentation, website etc. Branding all items that are seen by your clients will present a uniform style and it will help your brand to become recognizable for it’s overall look and not only for your amazing florals!
Good branding for a florist should be simple, modern and fun. Colours should be muted, and minimal. Here are two examples of great floristry branding. The Modern Flower Company have added a nice touch to there branding by subtly referencing floristry. They’ve used a grid to represent a trellis, with their logo intertwined within it. This clean, crisp logo forms the basis of all their branded elements – keeping everything tied in together – bags, tags, ribbon and even order forms. Keeping the branding consistent keeps the design tight and easily identifiable for customers.
Tom Flowers is a great example of backseat branding. The logo is quite simply TOM FLOWERS in white, which looks chic and stylish. The background image the ‘flowers’ in the name, do the talking of what the brand is all about.
And here is a re-brand that I have prepared earlier. The lines are clean, simple and sharp. The logo looks fresh, fashionable and modern. As with the Tom Flowers logo the text is plain, letting the flowers shine on through. We’ve designed it so that the colour of the ‘x’ can be altered to suit seasons or occasions. Rather than having the whole logo on each element, the x can take charge as a simple icon on branded elements e.g on the ribbon, or as a faint pattern on the wrapping plastic.
Remember, your work is the main event, so you don’t want your logo to overshadow what you’re really showing off!
Keep it simple!
Emma (Graphic Designer Extraordinaire) x
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