Brand Identity Book


Logos are symbolic and should always represent a powerful message about your brand and company values.

It is important for our designer to understand the link between the design and a brands identity. The purpose of a logo is to identify a company and its values it portrays. 

  1. Define your target market:
    A company can branch out into multiple markets, but you will always have a primary target market that appeals above all others. Having a clear understanding of your target market will help your designer define the type of logo that should be created and what will best suit that primary target market.

    For example; if you are starting up an early childhood centre your target market would be families with children. Ideally you would want your design to be something fun, bright and friendly but also approachable. Knowing an early childhood centre primary target is important so you can design accordingly and incorporate what would be best suited for this market.

    Where as if you were to start up an accounting business, your target market would be aimed at small or large businesses and professional people. In this case you would not be using bright and fun colours to design this logo. Instead because we know this is a professional business we need to portray a modern and professional style that will make this companies clients trust them.

  2. What colour palettes/ themes appeal to you?
    Browsing online and looking into what you love and what you hate will make both you and your designer job a whole lot easier.

    Colours are so important when designing logos. Every colour carries a different emotional attachment to it, so it is very important you consider this when creating a brand logo. Different colours can also mean different things in different cultures so being aware of this is also very important.

  3. Look into fonts/typefaces
    Fonts also play a huge role in making everything within your logo tie together. If your business is more of a causal setting you could consider more playful typefaces, while serious and clean fonts will represent professionalism.

    For example a law firm would not use a playful script font to represent their brand as it does not represent their brand values

  4. What style do you want your logo to represent
    Depending on what industry your company falls into will have a play in what sort of style it will represent. If you work in an early childhood centre the style you would normally want your logo to represent would be playful, fun and colourful. Which is a completely different to a law firm as they would generally want to display a style of professionalism, modern and elegant.
  5. Browsing Pinterest and sending through design inspiration
    Sending the design pictures of what you have seen online that you like the look of will help them get an even better idea of what you are visualising.

    Creating a document of all the things you love such as, existing logo designs you have seen, colours you like, fonts you like the look of. Once the designer receives these inspiration images they will be able to use their creative flair and design X3 awesome concepts that will reflect your company and their values.

If you feel like your current logo is outdated or you have started up a new company and need a logo? Feel free to get in touch with our team!