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.