The design elements that are integrated throughout your logo and visual brand identity should be selected with intention and strategy. They should point back to the heart of your business.
Font choices, design elements, and colour palettes should never be chosen just because they look pretty, or because they’re your favourites. Yes, your personality should shine through your brand, but it shouldn’t be the only thing that determines your choices either. It is the role of your designer (and or brand strategist, if you’re working with one), to guide you in your choices, and even possibly decide for you, based on your brand values, ideal client, and overall mission.
(sneak peek of some floral elements I designed for a wedding planner in Colorado)
(logo design for a party rental company specializing in children’s parties)
If you want a visual brand that will last through the years, your brand elements shouldn’t be randomly picked from whatever is trending on Pinterest, or even your current obsessions. For example, if you choose to use flowers in your brand, you have to know why, and what flowers. Not because florals are very trendy right now, but because those flowers mean something to you and your business.
(This logo design project uses an anchor as a symbol of stability and leaf accents for growth. Note the design of the monogram.)
Brand identity design isn’t just putting together pretty fonts with pretty graphics. It takes a lot of careful thought and strategy to design a logo that tells your story, embodies your mission, and helps you reach your ideal client.