How to build an identity: I’ve developed four pillars that I use to evaluate a brand identity. This post touches on the second pillar: relevance.
Relevance means that the logo means something visually.
A brand identity must be pertinent to the business in the way of its products, services or benefits provided. Relevance is an attribute that requires skill to achieve distinctively. For instance, the default graphic symbol for an electrician may be a bolt of lightning (as though electricians work with lightning bolts)! Suppose a bolt of lightning is a relevant graphic symbol for an electrician, it’s sorely overused and, too many times, used poorly.
A creative example of a visual brand that would be relevant and distinctive is found in the Turner Electric identity. It is a subtle, effective, distinctive and relevant wordmark.