By: Leandra | November 09, 2018

Branding Graphic

Logos are a series of shapes, values, and colors. They are visual symbols that help tell the story of an organization. People make assumptions about core values, principles, and who brands really are based off this symbol, so this is definitely something worth putting time and effort into! Some things to consider when designing your logo:


While your logo is the introduction to your brand, it doesn’t necessarily have to be straightforward. For example, if you own a pizza parlor, you don’t have to throw a pizza slice in your logo! What’s more important is to be original and identifiable by using appropriate colors, typography, and thoughtful design.

Color Palette

When choosing your palette, keep in mind that colors have meaning and evoke emotion. Choose a palette that delivers the right message of your organization. Keep in mind that colors are filled with symbolism and a message lies behind each and every one of them! See color meanings below.

  • Red: energetic, sexy, bold
  • Orange: creative, friendly, youthful
  • Yellow: sunny, inventive, optimism 
  • Green: growth, organic, instructional 
  • Blue: professional, medical, tranquil, trustworthy 
  • Purple: spiritual, wise, evocative 
  • Black: credible and powerful 
  • White: simple, clean, pure 
  • Pink: fun and flirtyBrown: rural, historical, steady


Surprisingly enough, typography is a pretty complex concept! To truly understand the idea behind type, this resource is a nice starting place. If you’re not looking to be an expert today, here are some quick tips:
  • Limit your fonts - use no more than two fonts without justification. Think clean and simple!
  • Understand kearning - in a nutshell, this is the precise space between letters. It doesn’t seem important, but trust us, it is!
  • Consider size - think about all of the applications logos are used in. Be careful with typographic elements and ensure they are still legible at a very small scale. Be forward thinking when it comes to applying your logo in smaller instances. Perhaps forgo on including  the type and highlight solely the mark. Adidas is a nice example of a brand that uses variation when it comes to logo application.

Adidas Logo - text only
Adidas Logo - graphic only
Adidas Logo - text & graphic

If you’re feeling curious and want to learn more about graphic design, check out the below resources. 

We’ve barely scratched the surface of logo design, but in this month’s newsletter, we’ll take a deeper dive into additional branding tips, specifically for small businesses. Click here to subscribe!


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