The recipe for a great brand

A logo is a symbol and/or name that represents your business. It's a visual representation of your company and often one of the most immediate ways for customers, partners, and employees to recognise you as a business.

Logos are often made up of two parts – the symbol/image, and the text part of the logo. Some businesses do not use a symbol/image and just use text.

Often the simplest solutions are the best and are designed with your business' ambitions and goals in mind.

Try to distil what your business does into a single image and word/words. Keep your logo design simple, memorable, versatile, and appropriate to what you do.

Top tip: An attractive, modern logo can increase orders by up to 40%

Although it's important that you keep your logo simple, identifiable, and legible, you’ll also want it to stand out from your competitors.

When designing your logo try to consider what makes you different from other businesses in the same sector and how you can visually communicate this through your logos, name and/or symbol.

• It's important that the text part of your logo is readable, so choosing a typeface that is clear and legible at smaller sizes is important. Also make sure that the text part of your logo is on a background colour that increases its readability.
• Try to keep colours to a minimum, selecting colours that are evocative of what you do as a business and link them closely to the colours/decor that you use for the rest of your business to help create your brand identity.
• It's important that your logo does not look pixelated or rough around the edges, so ideally your logo should be created as a 'vector' graphic.
• What is a vector graphic? Vector graphics use mathematical formulas rather than pixels which means they are infinitely scalable, allowing you to resize your logo to whatever size you like without losing image quality.
• Adobe Illustrator is the professional industry standard software for editing vector graphics.
• There are a number of other helpful online logo design tools and free software packages out there to help create and edit your vector logo graphics, one free-to-use graphic design platform is Canva.

Reach out to your account manager for help on creating or updating your logo.