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What goes into a brand logo?

Updated: Apr 13, 2023


A brand logo is one of the most critical elements of a company's branding strategy.


It serves as a visual representation of the company and its values, and it is often the first thing that customers notice about a brand. A well-designed logo can help a business establish brand recognition, build trust with customers, and differentiate itself from competitors. In this article, we'll explore what goes into a brand logo and the key elements that make up a successful logo design.


Simplicity

The most successful logos are often the simplest ones. A simple design is easy to remember and recognize, and it is more versatile across different media platforms. It is important to remember that a logo needs to be effective in a variety of contexts, including digital, print, and signage. The simpler the design, the easier it is to recognize in different environments.


Color

Color is an essential element of logo design. It can convey meaning, evoke emotions, and differentiate a brand from its competitors. The right colors can make a logo more memorable and help it stand out from the competition. Different colors have different associations, and it is essential to choose colors that align with the brand's personality and values. For example, blue is often associated with trust, while red is associated with energy and passion.


Typography

Typography refers to the style and arrangement of letters and characters. The right typography can help a logo convey the brand's personality and values. For example, a playful font might be appropriate for a brand that is targeting a younger audience, while a more traditional font might be appropriate for a brand that is targeting an older audience. It is important to choose a font that is legible and easy to read, even at small sizes.


Shape

The shape of a logo can also convey meaning and evoke emotions. For example, circles are often associated with unity and wholeness, while triangles are often associated with strength and stability. The shape of a logo can also influence how it is perceived. For example, a logo with a square shape might be perceived as more stable and dependable than a logo with a round shape.


Unique

A logo should be unique and distinguishable from competitors. It should be easily recognizable and memorable, and it should not be confused with other brands' logos. A unique logo can help a brand stand out from competitors and create a lasting impression in the minds of customers.


Scalability

A logo needs to be scalable and legible at different sizes. It should be recognizable and effective even when it is scaled down to a small size, such as a favicon or a mobile app icon. The logo should also be able to be blown up to a large size without losing its visual impact.


Relevance

A logo should be relevant to the brand it represents. It should reflect the brand's personality, values, and mission. For example, a logo for an eco-friendly brand might incorporate natural elements like leaves or trees, while a logo for a tech brand might incorporate geometric shapes or abstract designs.


Timeless

A logo should be timeless and not be easily outdated. It should be able to withstand changes in trends and styles and remain relevant for many years. A timeless logo can help a brand establish a strong identity and build long-term recognition and trust with customers.


In conclusion, a successful logo design requires careful consideration of many different elements. A well-designed logo can help a brand establish a strong identity, build recognition and trust with customers, and differentiate itself from competitors. When designing a logo, it is essential to keep in mind the brand's personality, values, and target audience, as well as the different media platforms on which the logo will be used. By considering all of these factors, a brand can create a logo that is memorable, effective, and timeless.


To learn more about what ThinkEP Creative Group can do to help you develop a professional brand logo, or If you would like to speak with one of our branding leaders, schedule a free consultation.



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