How Logo Design will Make or Break your Brand

We live in an era of incredible opportunity for businesses and entrepreneurs alike. While this increased connectivity and opportunity is a great benefit, it also means your brand has to stand out even more from the competition.

Your brand’s identity and imagery are perhaps the largest draw for consumers that haven’t yet had a personal experience with your brand.

Did you know:

A big part of your brand identity is your logo.

It’s basically the silent spokesperson for the visual experience with your brand. Considering that, you need to make the most of your first impression with consumers. Yes, a logo can either make your brand a huge success or a devastating flop.

What is Brand Identity?

Brand identity is unquestionably one of the biggest components of your brand’s success, but it’s also difficult to define.

So exactly what is brand identity?

It’s the abstract larger picture and feeling that people get when they see your brand. It’s how people see all the elements of your brand and how you want them portrayed.

Part of the reason it’s so hard to pinpoint the definition of brand identity is that it operates primarily on a subconscious level. Every detail that you put out in your branding from conception to design, to your product and logo goes into people’s interpretation of your brand.

A good, solid brand identity leads consumers to positive connotations regarding your brand. When your brand identity is positive and recognizable, it leads consumers to your brand.

How Your Logo Design will make or Break Your Brand

Your logo acts as a silent spokesperson for your brand. When people see it, their idea of your brand’s identity comes into their minds unbidden. It’s a symbol of your brand and will become a defining feature of your brand’s public recognition.

Your logo can be more than a symbol, however. It’s so closely linked to your brand identity that the difference between a well-designed logo and a poorly designed logo can be the difference between success and failure.


In the age of social media and influencers, having a logo that conveys relevance is critical. If your logo doesn’t seem to fit with your brand and product, it can leave consumers feeling confused and ambiguous.

In a world of everything on demand, a lack of instant clarity is a very quick way to lose business. Not only does your logo need to be relevant to your niche, but it should also show relevance to the times.

Trust and Consistency

Having a professional looking logo shows effort behind your brand.

Not only that, it gives consumers the impression that you’re established and trustworthy. People like to be able to recognize key indicators on sight and a logo fills that need.

It’s important to note that even the most well-designed logo can bring a company failure and hardship if it’s changed frequently.

Generic looking designs and poorly executed logos can damage a brand, before it even gets off the ground. If people can’t tell a distinct difference between your logo and another, this again leads to confusion and uncertainty.

If they feel this way simply by looking at your logo, they’re unlikely to take their chances on your brand itself.  If your logo looks amateur in design, people may assume that your products or services follow suit.

Alternatively, having a well-designed, unique, and recognizable logo attracts customers that will sustain your brand. Having a unique logo ensures that your customers won’t likely confuse your brand with others.

A well designed, professional logo makes you stand above other brands with sub-par logos and gives people a subconscious idea that your brand is not only better but more trustworthy.

Logo Design Tips To Help Your Brand Stand Out

Check Your Demographic

Make sure you’re marketing to the consumers that will support your brand. Creating a logo that appeals to teeny boppers when you’re trying to sell to professionals in the 25-40 age range isn’t just ineffective – consumers can feel misled.

Everything from font, to layout, to shape, to color palette determines what people are drawn to your logo and thusly your brand. If you’re marketing to general audiences, make sure you don’t put yourself in a box that serves only a certain section of them.

Getting inspiration for a logo that appeal to your niche is great. Copying or too closely following another brand’s logo is not. Doing a little research will go a long way for your design. Doing a little market research on your target audience can direct you and make for a more effective design.

Be Wise with Your Space

Logos don’t provide you with a lot of space to show off your brand identity. Considering that, it’s understandable that some people will try to stuff in as many visual cues as possible to get their message through. As seasoned designers will tell you, that’s a common novice mistake.

First, crowded logos aren’t clear. They’re crowded, cluttered, and difficult for consumers to ‘read.’ Next, your brand identity doesn’t come through. Decide on the most important elements and emphasize those.

Beyond avoiding overcrowding your logo, leave some negative space. People are constantly overstimulated anyway, and leaving no space can make your logo blend into the constant flow of input they see.

Leaving some negative space creatively forms shapes around your existing design and lettering. These spaces make your design unique and they serve as mental cues for recognition.  

Being wise about avoiding clutter doesn’t mean only avoiding extra objects. Too much color or too many contrasting colors can create a chaotic design, even if the other elements are simple. Try to make sure you use enough to be recognizable, keep interest, and create a visual draw, but be sure you don’t go overboard.  

Give Your Audience a Little Something Extra

Beyond great designs and great brands, consumers love a good story. Think of all the viral trends, videos, and articles that have appeared over the last year alone. What makes them go viral? There’s something inherently unique and interesting behind them, and it’s almost always a good story.

If you can, include a little backstory in your logo. It endears your brand to your audience and gives your brand something extra. Many of the big brands that even small children recognize have a quirky story or some company history behind their logo.

If you make it personal while keeping your logo professional, consumers are drawn to it. There’s a saying, “people don’t really care, they just want to know that you care.” By using your logo to share some of your brand’s humanity, you’re sharing part of yourself and showing your audience why you care about what you’re doing.


Creating your brand’s logo is an integral part of formulating your brand’s identity. It’s important to maintain focus and remember that your logo stands as a silent first impression for your customers.

If you’re wise with the choices you’ll need to make, and the design you execute, your logo can be one of the biggest boosts to your brand you can possibly imagine.

Likewise, it can also be a major issue that damages your brand’s future if you’re not careful and thoughtful when creating it.

Make sure you follow this advice and do plenty of research. Your brand’s identity, and logo, shouldn’t be a rushed job.

Logos don’t allow for much space, and that means it’s all the more critical to design yours well. By keeping a clear, coordinated design that appeals to your target audience, you’re giving your brand a building reputation for quality and making it subconsciously more accessible to viewers.

If you feel that your design skills are lacking or you need more direction, don’t be afraid to consult a professional. Your logo is a cornerstone of your brand’s identity and should be created with the utmost precision.


Original Nutter is a collective of designers dedicated to providing beautiful & bespoke graphics for small businesses worldwide. This year has been another record-breaking success, serving loved clients in Spain, China, Qatar, Bermuda and of course the UK.