4 ways to make your logo effective

Your logo represents your brand and its values. Here’s how to make sure it gives the impression you want.

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When businesses, new or old, take it upon themselves to hone their identities and tell their brands’ stories through their logos, they embark on a huge endeavor. It’s one that is rarely given enough consideration.

A brand’s logo is an opportunity to speak to consumers’ subconscious and make an emotional appeal about your brand’s values.

When start-ups come to me and show me a list of system fonts and cringe-worthy ideas their CEO put together, I shudder.

A logo is symbolic. It is a representation of countless, carefully-crafted cues that have the enormous job of, in one word or pictogram, telling the world why you are different and why people should remember you. If you opt for something generic, you’ll stand for something generic.

In branding, there are generally two schools of thought about logo design or redesign. Often, designers either endeavor to enhance or underscore what a brand really is, or they weave designs from the fabrics of how they hope people perceive them.

There are several elements you need to carefully consider in the logo design process.

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