Logo Design and Branding

Your business, I am guessing, is more unique and interesting than Times New Roman and Arial Bold will suggest to potential customers - SL

When it comes to logos and branding remember, these are two different things. 

A logo is a noun. A thing. A symbol. A mark. It is just one of several elements of branding. 

Branding is a verb; it is the actions you take to build awareness of your business and reinforce people's perceptions of your business. So while branding includes color choices, font choices and paper choices, branding also includes a website design that is attractive and easy to navigate, your business’s voice on social media, the attitude and nature of your customer service team, and even the charitable organizations you support. You get the idea. All these many elements will build a certain image of your business and while a logo is a key element of branding, a logo will not be the “make or break” element of your business. My point is, while you want a logo that expresses your business's personality and is recognizable, logo design is but one part of the process of branding and shouldn't hold you up for months and months. Logos can evolve as your business does.

I have a few important points for you to keep in mind when you are thinking about a logo design for your business.

Firstly, stay away from generic typefaces. Your business, I am guessing, is more unique and interesting than Times New Roman and Arial Bold will suggest to potential customers (remember the popular meme: you are not a yellow Starburst! you are a pink Starburst!) Find a font that expresses your personality: contemporary, modern, traditional, funky, western. Unique typography will set your logo apart, be memorable and look professional.

Secondly, keep it simple. A logo today must be able to translate across multiple formats and sizes. Intricate details and shading and gradients and special effects may look great on a large, 4-color print ad but when reduced down to a 360 x 360 pixel social media profile picture it may look like a messy smudge. If the logo design is too complicated it will be less effective. It needs to be clear and clean. Less is more.

Lastly, have your logo designed in Vector format. I cannot emphasize this enough. Vector. Format. Then the logo can be scaled to any size necessary - from a business card to a poster or even a billboard; and it can easily be made into a reverse or a black and white - both of which you WILL need at some point.

Contact me anytime to talk about creating a professional logo design or branding for your business. Or if you just need to hear that you are a pink Starburst.