BY Benjamin

October 21, 2020

Logos are symbols that distinguish companies. Ideally, a logo is immediately recognisable, something that conveys the brand’s personality. Whether you’re going for a brand refresh or doing graphic design for a new business, here are things you should consider.
It speaks to your target audience

Your logo should be unique enough to be distinctive and must have the core audience in mind. Also, it is the one aspect of your brand that all people will see, even those not part of your target market. As such, it should be something people wouldn’t mind seeing over and over again.

You might have different target markets, too; if this is the case, you need to define the broader audience. Market research will help you make your audience segments clearer to you, which enables you to design a better logo overall.

It conveys your brand identity

Your business graphic design should have goals and a personality, and you would have probably gotten this clear in your brand development initiatives. When a logo does not align with the brand identity, it could muddle your message.

Your brand may have aligned with your stylebook in the past. However, changes in your strategies, your campaigns, and your corporate thrust might have resulted in misalignments. It is why you should always consider how your logo fits with your mission, vision, voice, and the like.

It incorporates your brand’s plans

Your brand constantly evolves; it is the nature of business to adapt. As such, you should plan for this growth by As we’ve established, your brand will grow. This isn’t a matter of if, but when. If a brand does not evolve, it gets left behind, and updating a logo is one of the most noticeable ways to signal a change in a company.

Rebrands can bring up a host of emotions. On the one hand, it could be exciting for brand loyalists to accompany you in this part of your company’s journey. However, rebrands can be jarring for other people, and they might not appreciate the changes that new logos signal. 

It references your brand’s history

As a go-between, you could get a business graphic design that strikes a balance between where you are and where you wish to be. Once you have prototypes, you could apply consumer journey mapping, customer research, or other things that could help you secure the opinion of the people most affected by the changes.

People don’t usually think about the origins of iconic brands. However, everyone starts the same way, especially in marketing; at the start, no one will know anything about your company. Beautiful design can only go so far. Without brand fulfilment, your brand will not have lasting power.


Make your logo design a deliberate piece of your brand strategy. That way, you can have an impact that you and your audiences like. It takes time to make anything useful, so waiting for your brand to develop fully will help you create a logo that provides people with the right story and the promise that you are making along with it.

For premium-quality subscription graphic design in Australia, get in touch with 55 Knots today. From business cards to landing pages, our team can design all the visual aspects of your brand and help you sail to success. View our portfolio and get in touch with us today to learn more!


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Captain of ships and commander to a crew of designers. Benjamin Williams is a creative director with over 20 years of experience working with the world’s largest brands.