Many new businesses want the perfect logo but aren’t sure what style will suit them. It’s a big challenge: in a single graphic, you need to represent who you are and what you do.
Here’s the simplest way to think about it:
Step 1: Define Your Substance
Ask yourself:
- What distinguishes your brand?
- What sets you apart from others?
Write down your answers. They can be a few short phrases or a paragraph — whatever captures the essence of your business. This is the substance of your brand: the core message you want to communicate.
Step 2: Let Style Follow Substance
An excerpt from Brand Thinking & Other Noble Pursuits sums it up perfectly:
“I think the only requirement of a symbol is that it have substance underneath: the first thing to do is to try to establish the substance. The style comes after the substance. Only then can the style help the substance, and vice versa.”
Once you’ve defined your brand’s substance, you can create a symbol, color palette, and typography that support it. The style should evoke emotion naturally and align with your message.
Step 3: Test Your Identity
Try this exercise:
- Ask yourself again, “What distinguishes my brand? What sets me apart?”
- Look at your logo, colors, and typography — do they reflect this essence?
- Make adjustments until the design feels like a true extension of your business’s personality.
Key takeaway:
Start with substance, then refine style. A brand identity that resonates comes from clarity, purpose, and alignment — not just clever design.
