Branding

Equally as powerful as the business name, your logo is your first introduction to a potential customer – and you know what they say about first impressions…

A well designed logo stands out as the face of a company, signifying a quality of work and level of professionalism.  Because of this, it’s my focus as a creative designer to develop branding identities that are: strong, memorable, unique, and that convey the individual personality & character of each individual client.

Before beginning the design factor of your brand identity, I’ll take a look at your business demographics and create a powerful, persuasive image that best represents your company’s goals and public identity.

Some essential questions you should ask...

We all know and remember a great logo, but we don’t all know what elements are working together to really make that impact last within each industry.
From concept to colour to placement, there really are a lot of things you need to consider when defining your brand within a single emblem.

  • Wordmarks are freestanding word or multi-letter abbreviation groupings comprising a logo, a.k.a. logotypes. Companies with wordmark logos include eBay, IBM, CNN, Google, Kleenex, Saks Fifth Avenue and, yes, the publication you’re reading right now, Entrepreneur.
  • Letterform logos are comprised of a single letter. Think Honda, Uber, Unilever, Beats and McDonald’s.
  • Pictorial logos are illustrated symbols of recognisable things. Starbucks, Twitter and Playboy all have pictorial logos.
  • Abstract logos don’t represent anything other than recognisability, like abstract art. Perhaps the most famous brand to successfully pull off an abstract logo is Nike.

Unfortunately, there is no one type of logo that works for every business...
What fits you best depends a lot on your name and what services you provide or product you produce.

For example, if you have a short company name like eBay, a wordmark logotype could work well. Wordmarks and letterform logos generally help consumers remember your name better than abstract logos. If you opt for an abstract symbol, however, be sure it’s straightforward and mirrors the personality of your brand.

Your logo should provide an immediate sense of what your company is all about, from the colour to the shape and the way it is placed when creating further marketing.

When people look at it, they should get a feel for your brand personality and your distinctive point of view.

Potential clients & customers should know that you’re different from your competitors.. You are established, knowledged and you’re confident and successful in what you do.

Amazon’s logo, represented by the company’s name with an arrow below it pointing from the “A” to the “Z,” is a perfect example of a logo that embodies its namesake’s brand identity exceptionally well. The arrow doubles as a smile that conveys friendly customer service and it connects the ‘A’ to the ‘Z’ because Amazon offers everything A to Z... It’s all there.

Colour choice is incredibly important. To best differentiate yourself, it’s really beneficial to choose a colour that your biggest competitors do not use in their logos.

Also consider that different colours pack different psychological punches. For example, the colour red - appropriately used as part of the Red Bull logo, is active, intense and even a little alarming. Yellow is happy, energetic and fresh - perhaps a wise choice for a company focused on activity and a younger demographic. Blue - the hue of Ford, Samsung and Yamaha’s logos, evokes confidence, stability and reliability.


Fonts, like colors, convey and inspire various emotions. Different fonts work best for different industries and indivdual businesses.

For example, a logo for a legal firm -- which should convey honorability, strength and justice -- might best be represented in a bold, straightforward font free of flourish. Whereas a candy shop might opt for a whimsical font that communicates youth, sweetness and fun.