Well, you need to start with your brand.

Memorable brands are built with intention and consistency, by:

• Knowing your strategy: your mission, audience, and positioning, to make

design choices purposeful.

• Developing your voice: having a clear, consistent tone so your brand sounds

like you, everywhere.

• Creating your visuals– your logo, colours, fonts, imagery — so they all work together to build recognition.
• Applying consistently, across every platform: repetition creates connection.

A logo is a symbol: it represents your company. It becomes powerful when backed by a clear, consistent and authentic brand.

Your logo is a visual shortcut to an experience. When people look at your logo, they
don’t just see shapes and colours, they feel something. That reaction isn’t created by design alone; it’s created by everything that surrounds it.

Elements to consider

Colours
Imagine a financial adviser whose competitors all use navy and silver. She could blend in with the industry’s trusted, stable look — or stand out with a teal accent that feels equally professional but more individual.

• Do you have a colour palette that represents your brand or industry?
• Do you want to stand out, or blend in?
• Will you need an inverse version for dark backgrounds?
• Will you need mono options for black-and-white printing?

Remember — you don’t have to use all your brand colours in the logo itself: secondary colours can appear in supporting elements.

Fonts
Your font choices say as much as your colours do. Think about the tone you want to convey. A boutique florist, for instance, might choose a rounded sans serif font to feel fresh and approachable, paired with a soft script for the tagline to add warmth and personality. What tone are you aiming for?

• Sans serif (no feet, e.g. Arial, Calibri, Open Sans) – clean, modern, friendly.
• Serif (with feet, e.g. Times New Roman, Garamond, Baskerville) – classic, reliable, elegant.
• Script – handwritten or formal; can feel personal and stylish, or messy if overused.

Keep it simple – clarity always wins

Icon
Do you need an icon, or  will a typeface have enough personality to represent your brand?

For example, a landscaping business might use a simple leaf or spade icon to make its purpose clear at a glance, while a boutique consultancy could rely on a distinctive wordmark, letting a customised typeface carry the brand’s personality without extra symbols.

Usage and Outputs
Your graphic designer will guide you to think about where your logo will live, and what formats you’ll need:

• Orientation –stacked (square) and/or horizontal versions so your logo fits neatly in different spaces.
• Vector logos – so your logo can be scaled up or down without losing any quality – perfect for print, signage, or embroidery (ai, eps, pdf).
• Raster logos – for digital use, because they’re great on screen, but can go fuzzy if only low resolution and then get enlarged for print. (jpg, png, gif, tiff).

Remember – The best logos are flexible, stand the test of time and represent your business and it’s core values.

Need help aligning your brand and visuals?
Check out www.electricturtle.co.nz — I’d love to help you make your brand unforgettable.