Branding 101: Let’s Talk Logos

A logo is often a company’s first impression and it can impact a customer’s perception, purchase decisions, and overall attitude toward your company. A logo is a symbol or graphic element that represents your business. Your logo should tell a story about your company and portray your brand’s personality.

Some companies may think they’re not big enough to need a logo, or that their customers know who they are just by their company name, but every company needs a logo. Having a logo makes your company seem bigger and more established, helps attract more business, conveys that you’re a reputable business, and gives your clients a sense of stability and confidence in doing business with you.

So what makes a good logo? 

A good logo is unique.

The belief, “imitation is the best form of flattery,” doesn’t apply to branding. In fact, it’s illegal. Make sure your logo is thoughtful and unique to your company. Having an original and cleverly designed logo will help you stand out among the masses. (Notice the arrow between the E and x in the FedEx logo?)


A good logo is simple.

You want your logo to be interesting, but you don’t want people to have to sit and stare for a minute just to understand it.


A good logo is memorable.

Your audience should see a glimpse of your logo and instantly recognize your brand.



A good logo is timeless.

Focus less on current trends and more on ensuring your logo is the embodiment of your brand’s personality.


A good logo is relevant.

Your logo should stay true to what your company represents, and it should be relevant to the industry. Take this Toys”R”Us logo, for example, it appeals to its target demographics – kids.


Color is key.

Color plays a huge role in how your brand is perceived. Here are the personalities specific colors portray.

  • Red: energetic, sexy, bold
  • Orange: creative, friendly, youthful
  • Yellow: sunny, inventive, optimism
  • Green: growth, organic, instructional
  • Blue: professional, medical, tranquil, trustworthy
  • Purple: spiritual, wise, evocative
  • Black: credible and powerful
  • White: simple, clean, pure
  • Pink: fun and flirty
  • Brown: rural, historical, steady 

What makes a bad logo?

If you can’t tell what a logo is or what it says, then it is ineffective.

Font party


Color madness


Raster vs. vector


Looks just like...



Now that you know the basics of creating a great logo, you are on your way to creating a bigger impact on your client base. Your business will bring in more traffic and you will have a brand that speaks for itself.

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