How to Choose the Right Logo and Brand Designer

By Just Digital Team

Branding is what makes a company memorable. It shapes and represents the company as a whole and helps make it recognizable. Developing a visual identity through a brand must be done by a professional brand designer if you want your company to appear current, professional, and trustworthy.

One of the most important elements in branding is the company’s logo. A logo is the company’s visual identity and acts as its identifier. Over time, the logo gains more meaning. It’s important to have a logo that gives a positive feeling about your company. It will make consumers gain trust in your brand.

Now, if you just started your business or if you’re just thinking about getting a logo for your company, there are some things you have to consider when choosing the right logo for your business.

Logo design is a fundamental part of business branding. It can be made whichever way you want, whether through symbols, visuals, or fonts, as long as it’s connected to your company’s philosophy and purpose. Your logo should send a clear message about what your company stands for.

Think about brands with memorable logos like Apple or Adidas. You immediately associate the logo with the company, as well as all your feelings about that company. That’s the effect you want your logo to have.

The “Right” Logo

When choosing a logo design for your brand, you have to consider different elements that play into creating an effective logo. Create a list to make sure you keep these in mind.

  • Visuals: A great logo includes a distinct visual representation that leaves an impression in the minds of your audience. Every time someone sees your logo, they should immediately be able to associate it with your brand, until the logo becomes synonymous to your company.
  • Originality: A unique design is essential to make your brand distinguishable from competitors.
  • Memorability: People are more likely to remember your logo than your company’s name. Make sure your logo is easy to remember and easily recognizable.
Things To Keep In Mind When Working On Your Logo:


Every logo needs to have its own flare and uniqueness that can embody the company. Fonts play a big role in creating that distinctive brand. With so many fonts to choose from, how will you know which one to use?

Serif Fonts

Serif fonts are considered as classic fonts. They’re commonly used in print newspapers and old logos. If you want to go for a sophisticated and classic vibe, choose a serif font for your logo. It has a very old school feel that might not work for newer generations, but it all depends on your market. Jack Daniel’s uses a serif font to set themselves apart, with a script font below to really give off a classic, southern vibe. On the other hand, there’s the Hugo Boss logo, which uses a more subtle serif font to give an elevated, classy look, paired with a simple sans serif below.

Sans Serif Fonts

If you’re going for a more modern and trendy approach to your logo, you could try a sans serif font. It’s clean and easy on the eyes. However, it’s currently the most commonly used font in logos, so it might be harder to set your logo apart from the rest. Chanel and UNIQLO are examples of brands that use the sans serif fonts in their logos.

Script Fonts


Choosing a script font for your logo is a bold choice. As creative as it is, it can be difficult to read, so keep clarity in mind if you choose to go with a script font.

There’s no one ‘look and feel’ for script fonts. They can be elegant or casual, playful or classy – it all depends on the kind you choose. Kellogg’s and Sharpie are more casual examples, while Cadillac has a more sophisticated look. If you like script fonts, chances are you can use one in your logo and achieve the look and feel you want. Talk to your brand designer about the direction you’d like to go, and gather some examples of logos you like.

Color Palette

When it comes to logos, colors play a big role in representing your brand. They show the company’s personality and even increase brand recognition by 80%.

Each color represents a different kind of feeling and vibe. Below is a list of colors and what they typically represent.

  • Red – bold, youthful, and exciting
  • Blue – dependable, strong, and trustworthy
  • Yellow – clarity, warmth, and optimism
  • Green – health, growth, and peace
  • Orange – cheerful, confident, and friendly
  • Purple – imaginative, wise, and creative
  • Black & White – neutral, calm, and balanced

If you want to use more than one color, choose tones that have similar hues. If you want to have an accent color, choose a color that contrasts the other to make it pop.

Looking for a color palette may be fun for you, or it can get overwhelming. If you’re more likely to relate to the latter, never fear! A brand designer can guide you through this process.

Brand Designers

If you want to hire a brand designer that can take care of all things branding for you, all you have to do is choose a designer you can trust.

The best way to see the designer’s credibility is to read reviews and look at their previous clients. If you think they’re a fit for you, talk to them about the direction you want. A good designer can capture your vision while creating a logo that is professional, fits within your industry, helps you stand out, and speaks to your company’s values and identity. Communicate your vision, but also listen to them and their opinions as experts in the field.


Branding and logos play a big role in shaping your company. They’re the tools to help you get recognized by your audience. Take them seriously when you’re starting your business, and you’ll have a brand identity that will last and grow with you for a long time to come.

Want to discuss your logo idea with a brand designer? Send us your ideas and we’ll schedule a call to discuss how we can bring them to life!

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