Your brand values and mission statement are an essential part of your brand – they tell customers what the deeper meaning behind your business is.
A brand logo is often the first visual representation of your business that a customer comes face-to-face with. As a result, your logo should be well-designed so as to effectively communicate your brand’s core values. For example, if your brand embraces diversity or supports communities, your logo should communicate this.
Your core values should always resonate with your target audience – the issues you are passionate about should be issues your customers are also passionate about. With this in mind, your logo design should take your mission and values into consideration to contribute to your brand’s success.
Colour Palettes for your Logo Design
The decision of which colours to include in your brand’s new logo is not something that should be taken lightly. Your logo colour palette should be carefully selected to communicate specific emotions and meanings.
A well-chosen colour palette will of course help your logo to stand out from the crowd – whether on a crowded e-commerce site or a busy in-store shelf. A poorly chosen colour scheme, however, can deter or confused potential customers.
Ultimately, colours are the lifeblood of any design process – the omnipresent design element. Our in-house design team will take time to carefully select colours in line with the emotions and responses you want your customer to feel when they see or use your product.
For example, deep purple and navy colour tones are often used in logo design to convey a sense of elegance and sophistication for your brand. On the other hand, yellow and orange colours can be added to your logo to communicate an element of playfulness in your brand – which transfers further into your messaging and other brand elements.
A golden rule we often use in logo design is to understand the main goal – how you want customers to perceive your brand. Each typeface has its own personality and specific characteristics that will convey certain moods and emotions relating to your brand. Our job? Make sure your logo’s typeface is consistent with the wider brand mission.
In fact, a 10-year study suggested that people pair fonts with personality traits. For example, ‘Arial’ was perceived as stable, but also unimaginative. As a result, fonts have been divided into six key categories with generic characteristics.
- Serif: Traditional, respectable
- Sans serif: Minimalistic, straightforward
- Decorative: Quirky, fun
- Headline: Bold, dramatic
- Handwritten: Personal, fancy
- Modern: Efficient, forward-thinking
Your logo’s typography should be consistent and pair with your brand’s wider communications. This means if you are using a quirky, decorative typeface in your advertising designs, it might not be a good idea to include a headline typeface in your main logo.
Our brand designers in Belfast will assist you in finding a unique font that encapsulates your brand’s overall message and goals, but also stands out from the crowd and remains at the front of your customer’s mind for a long time.
Imagery & Symbol Use
Imagery and symbols can be used in your logo design to communicate your brand’s key values and overall mission. Symbols and imagery are powerful elements of logo design, as they are visually compelling.
When choosing which imagery and symbols to use in your logo design, it is essential to select those that reflect your brand’s identity and values. They should align closely with your brand’s personality and values. If you are a brand with an eco-friendly mission, leaves and other similar symbols could be great additions to your logo.
Of course, different symbols and imagery have different cultural meanings, so it is important to communicate the long-term goals of your brand. How far across the world will your logo design travel? Will the design resonate universally around the globe?
The overall design style of your new brand logo will also reflect closely on your brand’s core values and goals.
There are many logo design styles, each with its own unique characteristics and visual language – for example, you might choose a lettermark, wordmark or pictorial logo design style.
Your design style – whether it is intricate or minimalistic – should reflect your brand’s overall style of communication. At this point, we will take external elements such as packaging design into consideration.
When you work with our in-house design team to design your new logo, you can typically expect a number of design concepts to choose from. Each will reflect a different approach to your brand’s identity and core values, allowing you to decipher which best resonates with you and your target audience. After all, no one knows your customer the way you do.