“As the cornerstone of brand identity, a good logo helps set the stage for the development of a successful and long-lasting brand.”

– Logobird Design Studio, London

It’s likely that the first thing that comes to mind when you think about your brand is its visual appearance. When creating your visuals, think about what you want them to convey. Do you want your audience to view you as bold? Energetic? Sensitive? Trustworthy? The visual aspects of your brand should shout whatever words best describe your organization and those words should be honest and consistent with your mission. Your logo is a visual statement about who you are and what you stand for. The image should be clean, uncomplicated, and well-balanced, with a design that is distinctive and recognizable at a glance. There is no need for complexity when it comes to logos.

Your logo: Visual statement about who you are and what you stand for.

  • Strive for a distinctive, bold, uncluttered, well-articulated design that is easily recognizable at a glance.
  • Use graphics that are appropriate to your business or product.
  • Design a logo that communicates a key characteristic of your business.
  • Make certain your logo will look equally attractive and be easy to read in both black and white and color
  • Use a font that makes people feel how you want them to feel (big & bold vs. simple & sophisticated)

Graphic Do’s & Don’ts

  • Do use a consistent, specific color palette
  • Do make your logo unique and distinctive
  • Do establish dimensional guidelines
  • Don’t use clip art images or stock photos
  • Don’t use low quality, fuzzy or stretched images
  • Don’t use trademarked images or a logo that may confuse you with another organization


  • Visual branding should be cohesive with your values and mission statement; you want people to understand what you stand for and why when they glance at your logo or skim through your website.
  • Keep the same logo and color schemes throughout different outlets: website, print media, social networks, blog, and email signatures.
  • Develop a “brand guide” to ensure all supporting artwork and typefaces are applied consistently in all formats.
  • Consistency builds equity; the more consistent your visual branding is, the more recognizable and trustworthy you become to your audience.

Great examples of effective logos are Nike, Apple, and the American Red Cross; they are simple, and thus, universally recognizable. Use a font that is easy to read and quickly decipherable from a distance—and that makes people feel how you want them to feel about your organization. Your logo can convey tradition or inspire progressiveness. There is a clear difference between big and bold or simple and sophisticated. It’s about the statement you want to convey.

Tip: Your visual branding also includes a color palette. These colors should be consistent, specific and representative of your organization. Choose specific Pantone Matching System (PMS) colors to ensure that all digital and printed materials reflect your organization’s identity consistently.


What’s next?

Branding 101: Deliver Memorable Messages to Promote Your Brand