By Kelly Jacka

Images have been used to convey concepts and experiences for a large part of human history. Our minds look for patterns and symbols to easily process information and make decisions.

With an overwhelming number of options in today’s world, it’s becoming more important to visually differentiate your brand and make it memorable. Achieving this is only possible through brand identity design, which requires elements to work together to form a distinct image of a company in our minds.

When developing a design, it is important to remember that people are visual. Our brains don’t read first; they search for shapes, colors and other elements that grab our attention. The logo is the image that captures the essence of the brand and allows consumers to make that connection.

Here are a few important aspects to consider when designing your brand’s logo:

1. Keep it simple and easily recognizable.
   Consumers are looking for quick recognition and recall. Too much clutter in a logo makes it difficult for someone to process, reducing the chances that they’ll remember your brand. For example, when you see an apple with a bite taken out of it, chances are the multinational tech company is the first brand to come to mind.
2. Make sure the logo is visually appealing.
   Bold colors and geometric shapes are visually pleasing to the eye and draw attention to a logo, whether the consumer is aware of it or not. Also a well-balanced and proportionate logo make sense in the viewers mind aesthetically and also are easy to enlarge or size down while remaining recognizable.
3. All the pieces should work together.
   Most logos include both an image and written type, which is why it’s important to pay attention to the way the two balance and flow together. Both the type and imagery should work on their own, but not outshine each other when combined, which is why it’s crucial that they have the same look and feel.
4. Hidden meanings and symbolism can strengthen a logo.
   Some of the most recognizable logos maintain hidden meanings. For example, Amazon’s logo has an arrow pointing from A to Z, symbolizing the company’s ability to ship any product, anywhere. Hidden symbols give consumers that “Aha!” moment, which allows for another level of consumer recall.

*Examples of logos done by Parsons + Co below