Start-up series: Be clear with your logo’s messaging

Working with different clients around the world, we see a trend that happens right across the creative process when producing a first logo.

 

It can be a tricky process to decide what a logo should communicate: products; services; values - the list can be endless.

 

It does mean the decision maker can be caught between conflicting advice and wind up trying to cram too much into a logo, creating confusion in the viewer. Ultimately, it unintentionally nudges them into not finding out more about the brand and losing sales.

 

Information about values, the marketplace, industry can all be visually communicated through colour, line weight, texture and negative space – however some founders that lack experience in creative decision making can try to describe all these different aspects (ignoring the groaning designer) into making the logo into something very chaotic.

 

We often hear the same conversation with new founders where we explain the concept that branding is more than just a logo – it’s the perception distilled from the words you use, the things you say and don’t say, the strength of your policies – we could go on, but we’ll be covering the psychology of branding in a future post.

Chris Shirley MA FRGS

About the Author:

Chris is the founder of Hiatus.Design, a mission-driven branding and website design company that works with clients all over the world.

Over the course of his life, he has travelled to more than 60 countries across six continents, earned two Guinness World Records, completed the legendary Marathon des Sables, summited Mont Blanc and unclimbed peaks in Asia, become a Fellow of the Royal Geographical Society (FRGS), rowed across the Atlantic Ocean and obtained a Masterʼs degree in Business Management (MA).

https://www.hiatus.design
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Brand Design: Commando Sundials

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Metaphors in branding: how literal does your company’s name and logo need to be?