UX and Branding

When I used to work as a graphic designer a few years ago, creating logos, business cards and letter heads weren’t an issue, but I really didn’t think I could do just that in the years to come, I wanted to do more. Recently I have been asked to design logos and I told the client, what I do is way more than logo design. A definition I saw on a UX website is very clear on how UX fits into this context.

The best way to think of user experience is as the core of a brand: the reactor or the nucleus. Without good user experience your brand means nothing. But what is a brand? Its most basic definition is the sum of the experiences that a person has with a company or organization.

It doesn’t matter how beautifully designed a logo is, if the general user experience is negative, forget about it. It is at that point a company would begin to employ researchers to find out what they are doing wrong, even with a clean brand image. There is hardly a well loved logo out there which doesn’t have an associated feeling. Bierut suggests that we love the logos only after we’ve become accustomed to them, saying that it is the context in which we engage the logos that matter, He says.

‘In the world of identity design, very few designs mean anything when they’re brand new. A good logo, according to Paul Rand, provides the “pleasure of recognition and the promise of meaning.” The promise, of course, is only fulfilled over time. “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning,” Rand wrote in 1991. “It derives its meaning and usefulness from the quality of that which it symbolizes.’

This also connotes that Experience precedes Branding. The experience of a product or service is the crux of any design matter. Branding can change, but Experiences linger much longer with the User


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