Branding 101: Let's Talk Logos

Branding 101 Lets Talk Logos

A logo is often a company’s first impression and it can impact a customer’s perception, purchase decisions and overall attitude toward your company. A logo is a symbol or graphic element that represents your business. Your logo should tell a story about your company and portray your brand’s personality.  Not sure what your brand’s personality is? Take this free online quiz to determine yours.

Some companies may think they’re not big enough to need a logo, or that their customers know who they are just by their company name, but every company needs a logo.  Having a logo makes your company seem bigger and more established, helps attract more business, conveys that you’re a reputable business, and gives your clients a sense of stability and confidence in doing business with you.

So what makes a good logo?

A good logo is unique. The belief, “imitation is the best form of flattery,” doesn’t apply to branding.  In fact, it’s illegal.  Make sure your logo is thoughtful and unique to your company.  Having an original and cleverly designed logo will help you stand out among the masses. (Notice the arrow between the E and x in the FedEx logo?)


A good logo is simple.  You want your logo to be interesting, but you don’t want people to have to sit and stare to understand it.



A good logo is memorable.  Your audience should see a glimpse of your logo and instantly recognize your brand.


A good logo is timeless.  Focus less on current trends and more on ensuring your logo is the embodiment of your brand’s personality.


A good logo is relevant.  Your logo should stay true to what your company represents and it should be relevant to the industry.  The promotional products industry is fun, there’s no reason your logo can’t be, too. Take this Toys”R”Us logo for example, it appeals to it’s target demographics – kids.


Color is key. Color plays a huge role in how your brand is perceived.  Here are the personalities specific colors portray.

  • 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 flirty
  • Brown: rural, historical, steady


What makes a bad logo?

If you can’t tell what a logo is or what it says, then it is ineffective.

Font Partyfontparty.png

Color madness

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Raster vs. vector


Looks just like…

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Need help with your logo? Whether you need a custom logo designed from scratch or just want a few adjustments made to your existing logo, the professional graphic designers at SAGE ArtworkZone are prepared to amaze you (without breaking the bank, I might add). Click here to learn more about the services ArtworkZone provides.

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