When you create a logo, you’re doing more than just picking a cool design. You’re building the face of your brand. Your logo is often the first thing people notice, so it should reflect who you are and what you stand for. 

This guide shows how your logo reflects your brand’s personality and the steps a graphic designer takes to help create it, whether you’re starting fresh or rebranding.

How a Logo Represents Your Brand’s Values and Personality

According to studies published in the Linguistics and Culture Review journal, your logo is a visual cry that tells people who you are and what you stand for. It acts as a symbol of success and shows your commitment to your customers. In many ways, it represents the partnership between you, the business owner, and the graphic designer who works with you to bring your vision to life.

When a customer sees your logo, they form an opinion about your business in seconds. A strong logo immediately communicates professionalism, trustworthiness, and the quality of your products or services. It’s a key part of building your brand, serving as a foundation for all your marketing and promotional activities.

Color and Shape

Researchers from the Linguistics and Culture Review study cite two of the most important elements in logo design: color and shape. These design characteristics have a huge impact on how people feel when they see your logo. 

Colors, for example, carry psychological meanings. A study in the Open Journal of Social Sciences found that choosing the right logo color is a smart brand strategy; it helps send the right message to your customers.

But, be careful as colors can have different meanings in different cultures. These meanings can influence how people feel about your brand even before they engage with your products or services.

Shape is equally important. The form of your logo, whether it’s a simple symbol, a letter, or a pictorial design, helps create a lasting impression. Balanced shapes can trigger emotions and build a strong, often subconscious, connection – boosting loyalty and helping your brand stand out.

Keep in mind that your logo needs to work well in different settings, on different backgrounds, and across various marketing materials. A good logo adapts easily and always complements its surroundings.

Discovery and Client Preferences

This is the very first step in creating a logo that truly fits your brand. It’s all about understanding you – your business, your goals, and the feelings you want to create with your brand.

What Happens in This Stage?

Think of this step as a mix of research and personal reflection. According to a study published in the Marketing Science journal, here’s what it usually includes:

Understanding Your Brand’s Vision

You and the designer will talk about your brand’s:

• Mission – Why does your brand exist?
• Personality – Is it fun and playful or serious and professional?
• Voice – How do you want to come across to customers?
• Positioning – What makes your brand different from others?

The goal is to figure out:

• What your brand should do with its logo and messaging.
• What it should not do, based on your market and audience.
• How to stand out from your competitors and create a logo that shows your strengths.

The Power of Brand Intangibles

These are the emotional and non-physical parts of your brand. Even though you can’t touch them, they shape how people feel about your brand.

Examples include:

• The kind of person who might use your product (cool, sporty, elegant)
• Your brand’s story or background
• The feeling people get when they see your product or service

These feelings often connect better than features like “fast” or “high-tech.”

Brand Personality Types

The same study from Marketing Science cites a researcher who grouped brand personalities into five main types:

1. Sincerity – Down-to-earth, honest, wholesome
2. Excitement – Daring, spirited, youthful
3. Competence – Reliable, intelligent, successful
4. Sophistication – Glamorous, classy, charming
5. Ruggedness – Tough, outdoorsy, strong

You’ll work with the designer to figure out which of these fits your brand best, or if your brand leans toward another emotion like peacefulness or passion, depending on your culture or audience.

Colors, Style, and Inspiration Preferences

Here, as the client, you get to share your preferences:

• What colors do you like?
• Do you want a modern or classic look?
• Are there brands whose logos inspire you?

Colors matter a lot in logo design. They trigger emotions in people’s brains.

Examples:

• Bright colors feel youthful and energetic.
• Black or beige can feel classy and high-end.
• Pink, used by the Susan G. Komen Foundation, connects with femininity and care in addressing Breast Cancer Awareness.

Even the saturation of the color, like how bright or muted it is, affects the feeling.

Identifying Your Target Audience

You also talk about who your ideal customer is. This helps shape the entire design.

• Are your customers young or older?
• Are they more casual or business-focused?
• What values matter to them?

Your designer will research trends in your industry too, so your logo feels current yet timeless. Volkswagen once used a black sheep in a commercial in Italy to show the VW Golf owner as someone confident and different because in Italian culture, black sheep symbolize independence.

That’s how deep the discovery phase can go – tapping into symbols and colors that mean something real to your audience.

Iterative Process for Logo Revisions

When you work with a designer to create your logo, it’s not done in one shot. You usually go through 1 to 3 rounds of edits, and that’s a good thing. 

Here’s what to expect:

What Happens During Revisions

• First Draft: Your designer shows you a logo based on what you talked about: your style, colors, and brand vibe.
• You Give Feedback: You let them know what you like, what doesn’t feel right, or what could be better. Be honest and clear.
• The Designer Adjusts: They take your notes and make changes, then show you a new version.
• Repeat if Needed: You can do this one or two more times until it feels right.

Why Communication Matters

• Be open and direct; don’t worry about hurting feelings. Designers want your logo to succeed.
• If something feels off, say so. The earlier, the better.
• Give specific feedback. Instead of “I don’t like it,” say, “I think the font feels too serious. I want something more playful.”

Keep in Mind

• This is a collaboration. You and your designer are working together to bring your brand to life.
• Revisions are normal! They’re how great logos are made.
• Don’t rush the process. Each round gets you closer to the perfect fit for your brand.

This back-and-forth is how your idea becomes something real, strong, and unforgettable.

​​Finalizing Brand Kit and Logo Approval

After your logo is done and you’re happy with it, the next step is putting together your brand kit. This is everything that makes your brand look and feel the same everywhere.

What’s in a Brand Kit?

Your brand kit usually includes:

• Your logo in different sizes and formats
• Your color palette
• Your fonts
• Rules on how to use your logo (what not to do)
• Maybe your tagline or slogan
• Extra elements like icons or patterns if your designer created them

These things work together to make your brand recognizable and professional, no matter where people see it: your website, social media, business cards, or even product packaging.

Why Final Approval Matters

You get the final say before it’s all locked in. At this point:

• Double-check everything with your designer
• Make sure the colors, fonts, and logo work well together
• Ask yourself, “Does this feel like my brand?”
• Think about how it will look in different places – online, in print, or even on a t-shirt

The Big Picture

Strong brands use more than one tool to stand out. Think of Nike’s swoosh, McDonald’s arches, or Coke’s bottle. These are more than just images; they’re symbols people trust.

Your brand elements should be:

• Easy to remember
• Full of meaning
• Good-looking
• Useful in different places and cultures
• Flexible over time
• Protected legally, so no one else can copy them

Once everything looks good and feels right, approve your brand kit. You’re now ready to show the world who you are with style, confidence, and a brand identity that sticks.

Implementation of Your Brand Logo

It’s time to put it to work! This step is all about making sure your brand looks the same and strong everywhere people see it.

Get Your Logo Ready for Different Uses

• Your logo needs to work in different places – on a website, in print, and on social media.
• You’ll get files in different formats (like PNG, JPG, and SVG), so your logo always looks clean and sharp.

Apply Your Logo Everywhere

• Put your logo on all your brand materials, such as business cards, flyers, emails, product packaging, and even on a t-shirt.
• This helps people remember your brand instantly.

Keep Everything Consistent

• Make sure the same colors, fonts, and logo versions are used across all platforms.
• When your brand looks the same everywhere, it builds trust and feels more professional.

If you need help making sure your logo is ready for all platforms and used the right way, Qi Graphics can help you create a logo that stands out and works everywhere.

What do we use to create logos and graphics for print and the web? Learn more about Adobe Illustrator below:

Adobe Illustrator

To learn more about Qi Graphic Design’s logo design services, click below:

Logo Design

Sources

Linguistics and Culture Review Journal: “Logo as a Symbol of Brand Personality” – Linguistics and Culture Review, 2021.

Open Journal of Social Sciences: “Color Psychology and Its Influence on Consumer Perception” – Open Journal of Social Sciences, 2020.

Marketing Science Journal: Aaker, J. L. (1997). “Dimensions of Brand Personality” – Journal of Marketing Research, 34(3), 347–356.