Below are some quick tips and guidelines for what your logo needs to do for you. ​

Brand Identity
​Brand identity is the collection of traits that define your business’s mission and values. Your company logo, product designs and business ethics are all part of your brand. The goal is to use all these physical and visual elements to make a positive impression on clients.



• Brand identity also:
• Gives your asset/products a sense of uniqueness
• Shows clients who you are and how you solve problems
• Conveys how you want clients to feel when they connect with you.
• For example, what words, visual elements, or emotions come to mind when you think of Coca-Cola? Its iconic red logo? Classic hourglass bottle? A sense of heritage and cultural significance. Whittaker's Chocolate. Kiwi made? proud? Kiwi Start Up? Xero. Easy to use, accounting software that has good street cred? Get referrals from mates that use it? 
• Customer loyalty: Many customers choose Apple products because they’re modern, innovative, and user-friendly. Others prefer Samsung products because they’re well-priced, customizable and widely compatible. Creating a brand identity is like starting a friendship. It tells customers you understand who they are and have something in common with them.
• Market segmentation: A brand can convey many characteristics. Luxury. Discount value. Leisure. Prestige. Having an identity narrows your market and appeals to customers who are willing to pay your prices. Setting prices too low makes it difficult to cover business costs and turn a profit. So, it isn’t worthwhile pursuing customers who will never value your product.
• Brand consistency: A well-crafted brand acts as a guideline for business goals and decisions. When you and your client are happy with your transactions, you get better at providing good service. You start focusing everything you do on satisfying your audience. Product development, promotions, customer service, and social media marketing all become more efficient.
• Brand value: A trusted brand identity becomes a valuable asset and self-marketing tool for a business. Companies can’t control every second of a client’s product experience. They rely on branding to have an ongoing conversation with customers. Over time, clients who feel connected to your brand become ambassadors in your community. They influence others to refer you.
  

Principles of a logo design

A design that conveys the essence of your brand