Logos + Branding

art direction / design concept / branding

Logos are a strategic business tool that will help you identify your business, services, product, or a person and are an integral first step towards branding. The shapes, colors, typography, and iconography are all important to help your audience immediately connect your logo with their experiences and interactions towards your brand — allowing it to be one of the easiest ways to express the essence and character of your brand.

You know the old saying “you’ve got one chance to make a first impression”. In order to attract the right audience, it is essential that a logo correctly represents your business, product, or service.

A well-designed logo will be “sticky” and memorable in your customer’s mind and will be there to influence their decisions. It takes just a few seconds and the decision will be made on how they perceive your business, service, or product — does the logo look too corporate or expensive, is it too fun and not serious enough to evoke trust? All of these immediate judgements might make them avoid doing business with you. Likewise, if the brand identity and logo resonate with the type of company, service, or product that they are looking for then your potential customers will desire to engage, purchase, and may even be inspired to become a member of your tribe.

The aim here is to have a logo properly designed so that it sets up the right expectations of your company, service, or product. Failing to meet those expectations will end up with attracting the wrong audience, a loss of sales, and a waste of time serving customers who just aren’t the right fit.

Getting your logo right really does matter.

Before beginning any design work, I take the time to learn and understand your business story, competition, target audience, and objectives. In order to create a clear set of goals the logo must achieve, I gather this information and put it together in a comprehensive design brief. Providing you with a good design brief allows me to understand what you are trying to achieve thus providing a logo for you that is simple, versatile, and performs well. 

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