The Secret to Graphic Design and Brand Logos
It’s not about looking good anymore. Your logo needs to mean something.
The best logos don’t come from Pinterest boards; they come from strategy. If your logo doesn’t tell a story or anchor your brand in something real, it’s all for nothing. Design without strategy is just noise.
As soon as a person sees your brand logo, it should be clear what the brand is about. It doesn’t need to be literal, but it should speak to your brand’s industry, target market and personality. Brand strategy is the foundation of all things good. It’s the reason behind every brand decision. Without it, we’re blind. Strong graphic design gets attention, but strategic design holds onto it.
If you’re interested but can’t be bothered reading (you’re busy, we get it!), let’s cut to the chase and chat about your brand.
So what makes a good brand logo?
Don’t be a cheap copy
Instead of duping your competitors, carve out a new look, feel, and style for your brand. It should feel fresh, creative, and unique to your brand.
As flexible as your Pilates instructor
Think of your logo as the hardest-working employee. It works across all your brand touchpoints – digital, print, signage, packaging, social icons. The works.
When designing your new brand logo, you have to think through all the possibilities.
But no stress, that’s what we’re here for.
Tug at the heartstrings
A brand logo should connect on a gut level. What’s the emotional reaction you want from your audience? Trust, energy, warmth, rebellion?
What’s your type?
In the world of typography, there are three main categories: serif, sans serif, and script.
- Serif fonts have a small stroke attached to the letters. They’re classic and traditional.
- Sans Serif fonts are the plain Janes. Nice and simple, with no added strokes.
- Script is all the handwritten fonts. They’re personal and expressive.
With brand fonts, you need to think carefully about where they’ll be used and how easy they will be to read in that position. You also need to consider the hierarchy of your different typefaces, including headings, paragraphs, product names, and other text placements.
Fifty shades of….
Colours are deeply strategic. They communicate messages and reinforce the brand identity, without needing to say a word. Everyone’s favourite gal, Barbie, has had a few logos over the decades. The one thing that never changed is the iconic Barbie Pink. It’s bold, confident, and unapologetically feminine.
If I tell you to imagine a neon green circle, chances are, your subconscious thinks of Spotify. Not only has it become a recognisable brand, but the neon green also triggers a loud, electric energy. For a music streaming platform that’s all about being fresh and a little bit edgy, it makes a lot of sense.
When choosing a brand colour palette, it’s more than just one or two tones. You’ll also need to incorporate one or two complementary colours to provide contrast. At the very least, every brand should have a primary colour, two secondary colours, and an accent colour to draw attention.
Graphic Design — Good Looks Aren’t Enough
Without a strategy, design is just a pretty decoration. But with a considered strategy, you can create a fully fledged brand identity that connects with the right people. Every element has a job to do, from the colour and typeface to the layout and graphics. With the strategy at the core of each decision, your brand logo and suite will be unmistakably you.
So why does it matter?
It’s about sending the right signals to your audience. They’re bombarded with hundreds of images wherever they go, so this is your opportunity to make an impact. If you blink, you’ll miss it.
Your logo is like your opening line. Imagine you’re wooing your ideal customer in a crowded bar. They’re laughing at all your jokes and batting their eyelashes but, suddenly, they’re distracted by a hot new brand with a more strategic, compelling brand logo. Better luck next time.
Now, you might think your beautiful logo is enough, but it won’t get you past that first date. Without the strategy to back it up, it’s like you lied on your dating profile. Customers don’t like that.
Your brand suite is your complete visual toolkit to keep your brand consistent and recognisable. It includes all your logo variations, typefaces, colour palette, graphics, brand personality, brand voice and more. With a strategic and thought-out suite, you will be on-brand across every platform.
Your logo is the all-in-one symbol of who your brand is. One look and customers can get a feel for it, and whether it’s worth their time. From a marketing perspective, this kind of clarity is pure gold. It builds trust, recognition and gives people a reason to choose you over the rest.
Final words of brand logo wisdom
- Your logo should be yours. That means it has to be something you can protect legally and culturally. No stock icons and no knockoffs.
- A good logo reflects the cultures it engages with. This is especially important for global brands or those working with indigenous elements. If in doubt, speak with an expert with that cultural background.
- Don’t be confused by another brand. What’s working for them won’t work for you, and you’ll wind up looking like a cheap knockoff. Be bold enough to stand out, be unique, and push some boundaries.
- Make it speak to them. A pretty logo that whispers sweet nothings to the wrong crowd is utterly pointless. Above all, it should stop your people in their tracks and say, “Yeah, this is for you.”
Try our Archetypes Quiz to find out your brand personality or book a chat with us to talk about graphic design and branding. We’ll make it fun, I promise.
Or if you’re craving a tasty new logo, contact our team to chat.
