Does Your Logo Match Your Brand?

Among businesses, large and small, a strong logo is all-important. Not only does it help guide first

impressions among new customers, it is a symbol of everything from the products or services your

business offers to the standard of quality it upholds. To help you determine if your logo complements

your brand in the way you’d like it to, we’ve pinpointed six common brand styles and

the qualities that make them distinct.

01. My brand is… Authoritative

Companies that need to exude expertise and professionalism should have a logo that allows tradition to reign supreme with a clear, clean and streamlined look. This type of logo is ideal for small businesses in an established field, such as finance, where it’s imperative to evoke a sense of strength and authority.

DESIGN NOTES: Running the gamut from basic

initials to a symbol and text

combined, authoritative logos are

simple and sleek. They also utilize

a well-proportioned font, such as

Helvetica, and minimal coloring.

02. My brand is…

Tech-Savvy

Bold and cutting-edge logos are ideal for brands that want to show their sophistication in tech. They tend to hint at a company’s function in a way that’s unique, making it memorable for customers. Small businesses geared toward millennials should consider this aesthetic because these customers typically associate it with innovative and forward-thinking brands.

DESIGN NOTES: Often an iconic logotype (meaning the icon and text are blended), tech-savvy logos tend to be sharp and angular with very basic text in all caps. Occasionally, the text will be arranged in a complex fashion to reflect clever, resourceful thinking.

03. My brand is…

Energetic

Logos with spirit are eye-catching and look great online, where white space is ample and coloring appears more vivid. In its playfulness, this style exudes confidence, and is perfect for businesses in an entertaining line of work, such as recreational activities or tech companies that want to highlight their name instead of an icon (think Ebay, Google or Yahoo).

DESIGN NOTES: Often featuring only text, also known as a wordmark, energetic logos are made memorable by bold colors, a lively choice of font and spacing between letters (kerning).

04. My brand is…

Charming

Traditional brick-and-mortars that offer products tied to a sentiment or experience typically have logos that are warm, inviting and promote a sense of nostalgia. For this, the aesthetic needs to be both timeless and comforting.

DESIGN NOTES: Generally text only (unless the text is built into an emblem, as with Ford or Starbucks), the typeface for charming logos leans toward retro with a simple color scheme, if not monochromatic.

For small businesses that offer services requiring a creative eye, such as design firms, a successful logo creates a lasting impression and sparks curiosity or interest among new customers. It’s original, perhaps even open to interpretation, and gives customers a taste of your work.

05. My brand is…

Creative

DESIGN NOTES: Creative logos often feature an abstract symbol or icon that won’t point back to your business until it has become familiar. For this reason, it should always appear alongside your business name. You can also consider implementing a more abstract logo once your company is more established, as Rent the Runway did.

06. My brand is…

Specialized

Logos for highly specialized brands are often very literal (meaning the icon reflects the business name). This kind of logo is good for newer businesses focusing on a niche market, such as a company focusing on human resources, as the icon will provide a visual reference that helps new customers commit your name to memory.

DESIGN NOTES: For logos that are literal, it’s

important that the aesthetic of the

icon and text go together in a

natural way but also be able to

stand on their own. Set rules

about when your company uses

the text and icon together and

when the icon should appear

alone. Consistently follow these

rules so your customers know

what to expect.

Quick Wins

Advice Action InspirationYour logo should be

adaptable, meaning it looks

good and is effective

everywhere. Is it strong

enough to create a lasting

impression, but also malleable enough to produce an app icon?

Take time to study your favorite

logos from brands inside and

outside of your industry. Note

the features that draw you in. If you feel as though your

company isn’t accurately

reflected in your logo, consult a

company with graphics

experts, such as Staples

Design Services.

“Logos are a graphic extension

of the internal realities of a

company.” — Saul Bass, logo

designer

Branding extends far beyond your logo (especially in today’s highly digital world).

Get tips on how to brand your business on social media with Quick Wins, a new app from Staples. Download for free today.