How Geometry Shapes Our Perception of Brands: A Look at the Power of Shapes and Lines in Advertising

Have you ever noticed how certain shapes and lines in logos can instantly trigger an emotion or memory? The use of geometry in branding isn't just about aesthetics - it's a powerful tool that can shape our perception and influence our purchasing decisions. In this blog post, we'll explore the science behind why certain shapes appeal to us more than others, and examine some iconic examples of brands that have leveraged geometric design to create lasting impressions on consumers. Get ready to discover how geometry plays a crucial role in the world of advertising!

The Power of Shapes and Lines in Advertising

Advertising is all around us, and it shapes our perception of the world in a variety of ways. One of the most important ways that advertising affects our perception is through the use of shapes and lines. The power of shapes and lines in advertising is undeniable, and it is something that every advertiser should be aware of.

Shapes and lines can be used to create a variety of different effects in an advertisement. They can be used to create a sense of movement, to draw the eye to a particular element, or to create a feeling of harmony or discord. Advertisers often use shapes and lines to convey a message about their brand, and this can have a big impact on how we perceive that brand.

The power of shapes and lines in advertising is something that should not be underestimated. If you are creating an advertisement, take some time to think about how you can use these elements to your advantage. You may just find that they have a big impact on how your audience perceives your brand.

How Geometry Impacts Brand Perception

Geometry is often used to convey messages in advertising, whether it’s the perfect symmetry of a product, or the use of clean lines to signal quality. But what does geometry really say about a brand?

A recent study by psychologists at the University of York explored how different shapes and lines can impact our perception of brands. The study found that sharp, angular shapes are associated with feelings of anger and aggression, while rounded shapes are seen as more trustworthy.

This research has implications for how brands choose to present themselves visually. Sharp, angular shapes may make a brand seem more modern and cutting-edge, but they could also turn off potential customers who perceive them as aggressive. Rounded shapes, on the other hand, convey a sense of trustworthiness and approachability.

So if you want your brand to be perceived as friendly and reliable, consider using more rounded shapes in your visuals. But if you’re going for an edgy, youthful look, then sharp angles could be just what you need. Ultimately, it’s up to you to decide what kind of message you want your brand to send, but now you know that geometry can play a role in shaping that message.

Different Types of Geometric Shapes and Their Impact on Branding

There are different types of geometric shapes, and each one has a different impact on branding. For example, circles are often used to represent the sun or the moon, and they are also associated with femininity, unity, community, friendship, and stability. Squares are typically seen as masculine and represent strength, efficiency, professionalism, and practicality. while triangles are often seen as aggressive, power, law, and science.

Lines can also have a big impact on branding. Horizontal lines tend to be more calming, while vertical lines can be seen as more energetic. Diagonal lines can convey movement and action.

The way that geometric shapes and lines are used in advertising can have a big impact on how consumers perceive a brand. Brands that want to appear friendly and approachable may use more circular shapes, while brands that want to appear strong and powerful may use more squares and triangles. Lines can also be used to create the illusion of movement or to make a static image appear more dynamic.

Examples of Companies Who Use Geometric Shapes in Ads and Branding

There are countless examples of companies that use geometric shapes in ads and branding. Geometric shapes are heavily used by some of the world's most famous and recognizable brands to convey their message and create an iconic look.

The Nike swoosh, for example, is one of the most famous logos in the world. It is a simple yet powerful design that uses a single line to create a strong and recognizable mark that represents movement. The company has built its entire brand around this simple logo, which has become one of the most instantly recognizable symbols in the world.

Another great example of a company using geometry in their branding is Apple. From their iconic logo to the clean lines of their product designs, Apple has long been known for their use of simple yet effective geometric shapes. Their products are some of the most popular and desirable in the world, and their use of geometry plays a big role in that success.

These are just a few examples of how geometry can be used to create strong and memorable brands. There are endless possibilities for what you can do with shapes and lines, so get creative and see what you can come up with! 

There's no doubt that geometric shapes play a role in how we perceive brands. From the basic shapes of circles and squares to more complex shapes like triangles and hexagons, these simple forms can have a big impact on how we see a brand.

While some shapes are more associated with certain concepts than others (think of the circle as being synonymous with "perfection" or the square as being representative of "stability"), there are no hard and fast rules when it comes to incorporating geometry into your branding. The most important thing is to use shapes in a way that reinforces the message you want to communicate about your brand.

Here are a few creative ways to incorporate geometric shapes into your branding:

  • Use different shaped elements to create visual interest in your logo or other design elements.
  • Use geometric patterns in your marketing materials or website design.
  • Incorporate geometric shapes into product packaging or point-of-purchase displays.
  • Create ads or promotional materials that feature eye-catching geometric graphics or illustrations.
  • Use geometric shapes to add an element of fun or playfulness to your brand identity.
Unlock the Power of Geometry to Shape Your Brand Perception

As consumers, we are constantly bombarded with advertising messages. In order to cut through the clutter, brands need to find ways to stand out and be memorable. One way to do this is through the use of geometry.

Shapes and lines can be used in advertising to create visual interest, contrast, and even convey a brand's personality. When used effectively, geometry can help shape consumer perceptions of a brand in a positive way.

So, if you want your brand to make a lasting impression, consider using the power of geometry to shape your brand perception.

Introduction to Colour Theory in Advertising

The theory of colour is a way of thinking about and understanding colour. According to this theory, colours have different meanings depending on how they are used. Colour psychology is the study of how colours affect people's moods, emotions and behaviour. In advertising, it can be used to create an emotional response in consumers by appealing to their subconscious desires or fears.
Colour theory helps us understand why some colours work well together while others don't work at all! Let's take a look at some basic principles:

Colour Theory Basics

Colour theory is a complex subject, but it's important to understand the basics if you want to create an effective colour palette for your next advertising campaign.

It all starts with the mighty Colour Wheel. She is composed of:

  • The primary colours are red, yellow and blue. They're called primary because they cannot be created by mixing other colours together (except black).
  • The secondary colours are green, orange and purple - they're created by mixing two primaries together in equal amounts.
  • Tertiary Colours are made up of one primary plus one secondary colour (e.g., red-orange or blue-green).

These colours can be combined in several ways depending on what is the intention of your communications.

The Five Colour combinations

  • Complementary
    A complementary colour palette uses the complementary colour, which is the hue on the exact other side of the colour wheel from the base colour. The complementary colour is simply used as an accent; the base colour is the main and dominating colour. There is always a creation of one warm and one cold colour.
  • Monochromatic
    A monochromatic colour scheme is one that is made up of different shades of the same colour. A monochromatic colour scheme can be created with any colour. For example, adding white to red produces pink; adding black to red produces maroon; and so on. You may then go with a monochromatic colour scheme of pink, crimson, and maroon.
  • Analogous
    Analogous colours indicate that the colour grouping is similar. These colour scheme categories are very similar to one another. These are some examples of similar colour schemes: Green, yellow-green, and yellow-green. Violet, red-violet, and red are the colours used.
  • Triadic
    The Triadic colour scheme consists of three colours that are evenly distributed over the colour wheel. Triadic colours have hues in the same colour family that are evenly spaced but not immediately across from one another. Red-orange-yellow, blue-green-violet, and red-green-blue are the most prevalent triadic hues.
  • Tetradic
    In a Tetradic colour harmony, we use four colours that are made up of two sets of complementary colours. For instance, purple and blue green, as well as yellow green and red. On the colour wheel, these colours create a rectangle.

Colour Psychology

Colour is a powerful tool in advertising. It can help you create a positive association with your brand, product or service.
Colour has been shown to have an impact on human emotion and mood, so it's important for advertisers to understand how colours are perceived by consumers and what that means for their marketing strategy. By knowing how colours impact our emotions, we have the tools to be intentional in our visual communications.
Colours have different associations and meanings depending on culture and context; however there are some universally recognised colour meanings that can be used effectively in advertising campaigns.

Using Colour Theory in Advertising

Colour theory is an important part of branding and marketing. The right colours can help you create a brand identity, develop an appropriate colour palette and use contrast to draw attention.
The first step in using colour theory effectively is creating a strong brand identity that stands out from the competition. By choosing colours that reflect your company's values, you can portray yourself as unique while still being recognisable by consumers.

After developing your overall colour scheme, you'll want to make sure each product has its own palette of hues that complement each other but also stand out when displayed together on shelves or websites. This will help ensure customers find what they're looking for quickly without having to search through multiple options before finding what they want!

Finally - don't forget about contrast! Without contrast between elements within an advertisement (such as text vs background), nothing stands out enough for people who aren't paying close attention; however when used correctly - contrast makes everything pop off page/screen so viewers notice exactly how awesome your business really is!"

Choosing the Right Colours for Your Brand

Choosing the right colours for your brand is a crucial step in creating an effective advertising campaign. The right colour choices can help you communicate with your audience, build trust and establish authority.

Choosing Colours that Resonate with Your Audience

When choosing colours for your brand, it's important to take into account who you're trying to reach. If you're targeting young adults or people from a specific demographic group (for example: women), consider their preferences when deciding on which hues will be most effective in communicating with them. You may also want to consider whether there are any cultural associations related to certain colours in this group's culture or region of origin; if so, those should be taken into account as well!

Common Colour Mistakes to Avoid

Beware of these common mistakes when you are making a decision about colour.

  • Choosing too many colours.
  • Using low-contrast colours.
  • Not considering the context.

Best Practices for Colour Theory in Advertising

These best practices will support the strength of your message and amplify the impact of your brand.

  • Creating a focal point
  • Using visual hierarchy
  • Using text and image contrast

Why Is Choosing Your Colours Intentionally for Your Ads So Important

When choosing colours for your ads, it's important to consider what kind of brand personality you want to come across. Are you a fun and friendly company? Or are you more serious and professional? This will help determine which colours will work best for your ad campaign.

For example, if we look at the two brands above (Sprint and Target), both have very different personalities: Sprint is much more playful than Target. This can be seen in their use of bright colours like reds, blues, greens and yellows as well as their quirky fonts/textures throughout their advertisements. 

On the other hand Target uses more muted tones such as blacks/greys along with simple text layouts which give off an air of sophistication rather than playfulness like Sprint does with theirs! 

So when deciding on colour schemes remember that these elements are important because they affect how consumers perceive what kind of product they're buying into; whether it's something fun or serious depends entirely upon how well those choices reflect back onto themselves through advertising campaigns."


To summarise, colour theory is a great way to get started with advertising. It can be used to create an emotional response from your audience, which will help you sell your product or service.
Remember these useful tips for using colour theory in advertising:

  • Use complementary colours that are opposite to each other on the colour wheel (e.g., red and green). These colours are known as "complementary" because they enhance each other when paired together. This is good if you want something bold and eye-catching!
  • Use contrasting colours that have different hues but share similar tones (e.g., blue and orange). These pairs work well together because they contrast each other without being too jarring or distracting from one another--they still look good!
  • Always use your colours intentionally to convey the feelings and emotions you want to convey.

Top 7 Website Design Principles

Every company's marketing strategy must include a compelling and attractive website.  The effectiveness of your website's design directly impacts the number of visitors you attract and the manner in which they interact with it.  If your design has a poor user experience (UX) or doesn’t represent your brand, your business will suffer!

Your website is like your online resume, it's often the first thing potential customers see when they're learning about your company and services. Since you only get one chance to make a great first impression, it's essential that your website is visually stunning and leaves a lasting impact on visitors.

The great news is it doesn’t matter what kind of company you’re running or what niche market you’re in, you can create a contemporary, user-friendly design that grabs a visitors attention by following the six key design principles below. 

01-Consistent Branding

The first thing you should do when designing a website is to make sure that it reflects your brand identity. This means using consistent colours, fonts, and imagery. If you have a logo or mascot that represents your company, make sure they are incorporated into the design of the site so that visitors know who they're dealing with at all times.

02- Clear and Simple Layout

  • Use a clean design with plenty of white space.
  • Clear headings and subheadings help to establish a clear hierarchy of information on your website, making it easier for your audience to navigate and find the information they need.

03- Mobile Responsive

According to studies around 60% of online users digest content over their mobile phones. Therefore it’s critical your website is optimised for mobile usage and with a responsive design it will automatically adjust its layout based on the device being used creating an optimal viewing experience for visitors.

04- Easy to Read Content

  • Use a legible font size and style.
  • Leverage plenty of spacing between lines and paragraphs.

05- Fast Loading Time

  • Compress images
    Images are the biggest culprit when it comes to slowing down your site's loading time, so compressing them is a must. You can do this by using an image editing program like Photoshop or GIMP and reducing the image size before uploading them to your website. You can also use a free online tool like TinyPNG or Compress JPEGs (the latter of which will also allow you to convert PNGs into JPEGs).
  • Minimise code
    Minimising the amount of code on your website will help reduce its overall size and make your site load faster for visitors--especially those who are accessing it from mobile devices!

06- Strong Visual Elements

  • Use images, videos and graphics to enhance your content and engage visitors, but don't use too many images or videos on any one page though. It's better to have fewer but more relevant and captivating images than a lot of irrelevant ones.
  • Make sure that all the visual elements are consistent with each other in terms of style, colour scheme and layout (e.g., navigation bar).

07- Accessible Design

Accessibility is the practice of making your site accessible to all users, regardless of their disabilities. This means that your website should be able to be navigated using a keyboard and not just a mouse, as well as allowing users with visual impairments to access the content on your site.

To ensure accessibility:
  • Use alt tags for images.
  • Ensure that all links are blue when they're active, so you don't have any confusion about which ones are clickable!

By following these principles, you can create a website that attracts and retains visitors, enhances your brand identity, and provides a positive user experience! At the end of the day, if you’re struggling, just remember, Your Brand Crew is always here to guide you so don’t hesitate to reach out

Three key elements that make your website successful

Every website combines a range of technology, content, and design to make it come to life. An unproductive website typically differs from a successful one by failing to take one or more of these elements into account.


A website's design describes how it appears. The site's design includes the colours used, the font, the size and style of the photos, the navigation, and the placement of the items on the page.

Website design is no different from other types of design in that the final product is the sum of many smaller decisions. For instance, changing any of the following will impact how a website is seen in the end:

Are the hues vibrant or subdued, monochromatic or varied?

Is there a lot of white space or does it feel crowded?

What fonts are utilised, and how large are the body text and headings?

What kind of imagery—photographs, paintings, or illustrations—have you got?

What additional design components, such as gradients, drop shadows, colour blocks, lines, etc. are considered?

When we initially visit a website, the design influences generate our first impressions. This effect persists while we browse the sites, read text, fill out forms, and more. It affects every component, including the footer, buttons, images, and background colours. The navigational components' size, colour, and location at the top of the page serve as the foundation of design.

Web design and branding

By using the proper colours, fonts, logo files, and design components, your website should accurately represent your brand.

Avoid using templates and themes

When looking at the design of website templates or themes you might find yourself looking at pre-made themes whether you want to build your site using a build-it-yourself platform like Squarespace or Wix or choose a pre-built theme for WordPress.

To make the design of pre-built templates fit your brand and your vision, it can be challenging and will require a lot of additional work, so you might as well come up with something original, right? 

Not everything that goes into creating a website is web design.

Design is frequently the first consideration when creating a website. Some people refer to all the elements involved in creating a website as "web design." For instance, I observe small business owners engage a developer to build their website while hearing them declare they want to locate a "web designer" to do it (with disappointing results).So a developer develops your website, not designs it!

Technology, development or coding

Your website's functionality depends heavily on how it was developed. The platform you select and the website's coding style will either expand or limit your options. Some typical website features include:

  • a kind of contact that people might use to ask you questions
  • E-commerce enables users to make purchases online.
  • A blog displays posts chronologically and could permit comments.
  • a calendar that lists events chronologically
  • Interactive maps, slide displays, and more

There are numerous alternative web-based programs with more complex features, but let's keep our attention on company websites.

The functionality is dependent on the platform you select (or is simple to implement). And with custom development, any platform may be improved.

Web-building platforms

Before, in order to make a website, you needed to be familiar with HTML and CSS.

Numerous web-building tools make it simple for someone without any web programming knowledge to establish a website. Squarespace, Wix, or Shopify are the most popular choices. Many small business owners can establish their website fast without outside knowledge thanks to the usage of templates and drag-and-drop editors on these platforms, which also come with hosting.

Although more difficult to set up, platforms like WordPress could offer greater capability or personalisation. Some users purchase a theme and create their own WordPress website, hiring an outside developer is more typical. Once WordPress is installed, your attention is typically diverted to updating or adding content rather than changing the layout.

Advanced functions

Almost all web development tools have the ability to design simple forms and can show text, photos, and videos. However, some online features depend on the platform you choose.

For instance, without using an e-commerce platform like Shopify or WooCommerce, it is difficult to sell things.


The content of your website is the third important element.

Content includes every piece of text, picture, video, audio, and animation that a user sees or hears on your website. From the largest headline to the smallest piece of legal copy, the majority of this is text. The images comprise headshots, product photos, and other visuals that help to develop your website. You might also include embedded audio, video, or animations in your message.


Possibly the most important element of the content on your website is written copy.

When creating a website, many people forget about the significance of the written content. They don't take into account who will write the material or how crucial it is for a website to have clear, effective writing.

But, almost all of us have encountered compelling copy that prompts us to act, irrelevant content that frustrates us, or boring text that is too long.

Search engine optimization (SEO)

Visitors to your website are engaged by strong copywriting. Additionally, Google and other search engines rank your website for relevant keywords using this same content.

You must optimise your content for search engines if gaining visitors from search is a key component of your marketing plan. Using keywords that you've researched on your website's pages is the first step. You need to employ your relevant keywords in your headlines, subheads, and body text; you can't just put them in the metadata.

Writing, editing, importing content

All of the material must be developed if a new website or new pages are added as part of a website overhaul. It is necessary to write the copy. Selection and placement of photos are required for the design. Even choosing which fields should appear on a form counts as adding new material to the website.

Plan to transfer all the material from the old site to the new site if you are redesigning or rebuilding an existing website.

Great websites combine design, writing and technology

Websites present a special challenge since you must consider all three of these factors holistically.

Otherwise, you'll probably end up unhappy with the process or the outcomes.

Problems happen when you don’t consider all three 

Perhaps a couple of these situations are familiar to you.

When you examine a sample template or theme, it seems fantastic. Yet when you attempt to adapt it to your company, it loses some of its attractiveness. This is as a result of the design being based on various content.

When you add a slideshow to your website and modify it to reflect the style of the site, you quickly become frustrated. This is so because a separate design was used to create the functionality.

You make the decision to switch platforms but then you discover you'll have to manually copy and paste all of your content. This is due to the connection between your content and your development platform.

This is why choosing a platform or a company to work with is so difficult for small business owners.

Our approach

Because we at Your Brand Crew approach website development holistically, the entire procedure is distinct.

Planning comes first, during which we take into account your objectives for the website and how the functionality, design, and content will all go together.

In this phase of discovery, we examine all current online content and pages for fresh content, draught content outlines.

create sitemaps from the pages.

Look at add-ons or other options to create the functionality.

Think about the branding (following established brand guidelines or developing the design in conjunction with a new brand development).

Our authors, developers, and designers are all learning about your objectives at this early stage while also offering their knowledge and experience.

We design a plan that takes into account all of these factors, and ultimately a website, after taking these crucial factors into account jointly.

Not sure how your website is currently performing? Get in touch, so we can find out for you! 

What is a Rebranding Strategy?

Rebranding is a strategy that entails altering the identity, positioning, or image of an already-existing business or product. The company's name, logo, packaging, website, marketing materials, and messaging may all need to be updated to better reflect its new/updated objectives and target market.

Rebranding is frequently done to breathe new life into a tired image, appeal to new client demographics, reflect organisational changes, or distance the company from undesirable associations. An effective rebranding campaign strives to influence stakeholders and customers positively, boost brand recognition and loyalty, and eventually spur business expansion.

How should a rebranding strategy be approached?

Customers appreciate stability. People want a brand they can trust, which is why businesses that present themselves consistently across all media generate 23% more income. Customers also frequently react poorly when well-known brands make changes. 

Strategies for Rebranding

Taking a rebranding risk may be the only option for a brand to advance at some point in its lifecycle. Additionally, if done strategically, your brand can end up being much greater than it was.

These tactics explain why some of the biggest corporations in the world decided to rebrand and how their clients reacted.

What are the most well-liked rebranding strategies?

A brand merger, a brand renewal, and a full rebranding are the three basic types of rebranding in marketing. They are required for various reasons, and each type requires a different amount of work.

Brand Merger or Acquisition

This kind of rebranding takes place when two current brands combine to create a new brand. When there is a purchase, brands will change together. When two brands are coherent with one another, brand mergers are most successful. In other circumstances, it can be a better idea to completely rebrand the two businesses. Be advised that a complete rebranding may require additional time.

Brand Renewal

Refreshing your brand can be as easy as changing your logo or as complex as refocusing your objective. Although this requires changing all current versions of your logo, printing materials, website, and other design elements, it is considerably less time-consuming than completely rebranding your business.

Full Rebranding

A complete redesign involves ripping your brand down to its core and starting over from scratch. Perhaps you are extending your business into a different sector, or perhaps there has been a significant shift in management. Full rebranding requires a lot of work in either case.

When it is required, such as when your target market is not responding, you should only do this. The best marketing plan you can have is to connect with your target market, therefore if you aren't accomplishing that, a complete rebrand may be a smart option.

The Objective of Rebranding Is Success

Every rebranding's primary objective is to enhance the brand identity communication. Why are you in business, and why should your consumers buy from you? These are the enquiries that your brand identity should respond to.

You Need to Differentiate Your Brand

It will be challenging to grow your brand if consumers perceive it to be overly similar to that of your rivals. To better distinguish your brand in customers' perceptions, consider rebranding. The rebranding of Target is a perfect illustration of how effective this strategy can be.

Target Goes from Cheap to Chic

Target was perceived in the 1990s as being virtually identical to other budget retailers like Kmart or Walmart.

Target made the decision in the early 2000s that it couldn't expand if it kept trying to outbid Walmart on price, especially since Walmart was designed to keep expenses and prices low. Instead, the company decided to stand out by reinventing itself as "a mass merchandiser of affordable fashionable items."

Target's logo was modified.

Also, it started concentrating on brand-new product partnerships, first with Alessi designer Michael Graves, that brought excellent design to mainstream prices.

Additionally, Target unveiled promotional materials that highlighted a different collaboration with fashion designer Isaac Mizrahi. In these images, Mizrahi is pictured standing between two street signs that read "5th Avenue" and "Main St," celebrating the union of premium design and affordable prices.


Rebranding can be as easy or as complicated as you choose to make it. YBC can assist you whether you are undertaking a minor makeover or a whole rebrand.

To find out more about rebranding, contact us!

The difference between branding and logo design

The terms "logo design" and "branding" frequently seem synonymous. These two words are even sometimes used interchangeably. However, they are completely separate processes even though they are tightly connected and need to operate together cohesively.

The process of creating a logo is known as logo design. On the other hand, branding is the process of creating a brand. Therefore, it is crucial to first establish the notions of a logo and a brand in order to better comprehend the distinction between logo design and branding.

A logo is a visual mark that quickly identifies a business, a product for sale, or any other public or private institution. In a world where graphic elements compete for our attention on a daily basis, it is one method to set a business apart. 

A logo often consists of a combination of colours, illustrations, and typography. It is a graphic component that makes up a brand's visual identity.

Check out the CHANEL logo as an example

One of the most well-known logos among luxury businesses is that of CHANEL. It consists of the word CHANEL printed in all capitals and two C's that face away from each other and lock together. 

The brand occasionally only uses the word "CHANEL" or the two Cs together on some product packaging (check out the website for examples). As a result, the logo is utilised for a variety of purposes across many platforms.

What is the brand definition?

A brand is the concept of representation that people have in mind when considering certain offerings from a company in both rational and emotional terms.

When it comes to your personal brand it is a reflection of who you are, what you aspire to be, and how others see you.

Once exposed to all of the touchpoints between a person and a particular brand, this combination of physical and emotional stimuli is activated. These include, but are not limited to; the company name, logo, products, visual identity, employees, or advertising.

This is the CHANEL brand

If you are somewhat familiar with the company and have thoughts and feelings after viewing the logo, they could resemble the photo collage above. Some consumers may be influenced by the brand's founder's status as a fashion icon, and the products (makeup, clothing, and accessories), French haute couture, the high costs, or the in-store experience. 

Others may be influenced by a sense of luxury and elegance. Each of us will have a distinct experience and perspective. However, as a result of CHANEL's branding approach, the broader public should have a comparable perception of the brand.

Logo Design vs. Branding

The process of creating a logo is known as logo design. Building a brand is the process of branding. 

To be more specific, it is a marketing tactic used by businesses to make it easier for customers to recognise their brand and products/services, as well as to persuade them to pick them over the competitors’ offerings. What a certain brand is and is not, is made clear by its branding strategy.

Different tools may be used to create a brand. Among the components employed in a branding strategy are the following:

  • Brand definition: goal, values, and commitment
  • Statement defining the brand
  • Name, tone of voice, and visual identity create and maintain a brand (which includes the logo design)
  • Communications and advertising: TV, radio, publications, billboards, websites, mobile applications, etc.
  • Partnerships and sponsorships
  • Design of products and packaging
  • In-store interaction
  • Workplace history and management philosophy
  • Customer service
  • Pricing policy

As we can see, one of the elements used to create a brand's visual identity is logo design.

Why does a logo matter so much in branding?

The majority of touchpoints with consumers and other stakeholders, including the website, brochures, stationery, product, packaging, commercials, uniforms, storefronts, and so on, are likely to use the logo, even if it is just one of several branding aspects.

Consequently, a logo may be viewed as one of the key graphic components that enable consumers to immediately recognise a firm, its products and services. It will also frequently be the first thing people see/remember of, to recognise you.

Here are some reasons why having a professional logo is important for branding

1. People can recognise and remember your brand more quickly when it has a well-designed logo.

One of your company's primary means of identification with customers and other stakeholders is a logo. It will then be easier to quickly identify your brand across various platforms and touchpoints.

2. It establishes consistency across many communication channels.

Businesses and organisations may be found in the modern world via a variety of platforms, such as websites, blogs, social media, events, flyers, brochures, business cards, etc. 

You can effectively and consistently represent your business across all forms of communication by using a multifunctional logo.

3. It is part of your brand identity.

Your company's or organisation's logo will be a part of your (visual) brand identification. This is important since it will serve as one of the key tools for communicating your brand identity, values, and personality to the people you interact with graphically.

4. It promotes professionalism and improves expectations.

People anticipate a brand to have a polished appearance, beginning with its logo. Your brand will stand out thanks to a professional logo design that also makes it appear more dependable and trustworthy. 

A logo designed by a professional will also improve your chances of having one that is original, cutting edge, and accurately represents your company.

5. It will stand your company apart from the competitors.

Brands can experiment with their logo design to set themselves apart from the competition. To demonstrate what your brand is in comparison to the competition, utilise various colours, forms, styles, and typographies in the design of your logo. A design for the logo that is pertinent to the business will also aid in brand recognition.

7. It may promote a personal relationship with your stakeholders and increase brand loyalty.

When people first see your logo, they should immediately recognise your company. A strong logo will help people remember your company and the emotions it evokes in them. 

The logo, together with the other components of your branding strategy, will help the person feel positively about the company, whether they are a potential customer, employee, or provider. 

When the apparel retailer Gap made the decision to alter its logo in 2010, many customers were so dissatisfied with the new design that the business opted to revert back to the previous one.

To summarise

A brand is a mix of all the tangible and intangible qualities that reflect the business, whereas a logo is a visual element that symbolises the brand alone. The logo wouldn't have any true significance without the brand; it would just be a decorative piece.

A strong branding strategy and a well-designed logo work together to not only help organisations reach their customers more efficiently, but also to construct an enduring, market-dominating brand. 

Don't undervalue a well-designed logo that is in line with your entire branding strategy if you are an entrepreneur considering creating a new company. Long-term, it will pay off as an investment for your company and brand.

Maybe it's time to reconsider your brand and logo. Is it professional and effective?

Do prospective buyers recall your brand and use it to communicate?

Not sure where you stand with your current brand and logo? We are always on hand to help you.

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Avoid these 7 mistakes when planning your website’s design

If you want your website to be a success, careful preparation is essential. Consider all the necessary components while brainstorming to guarantee a strong beginning. 

Make the essential changes whether you want to redesign your current website or build a new one to help your company develop a strong online presence. You should be aware of the main errors to avoid while developing the website design at the planning stage.

A well-designed website will guarantee the online success of your company since a good user experience can improve the likelihood that your visitors will perform the required actions.

Now, let’s discuss seven serious mistakes in web design that might affect your success.

1. Lack of Strong Call to Action (CTA)

The call to action (CTA), which instructs visitors what to do while on your website, is one of its most important components. You must make the essential changes to your website if it lacks a good CTA or is not suitable for your business.

The CTA you employ should be appropriate for the main goal of your website. The right call to action to use on an e-commerce website are "purchase" and "add to cart." 

Using CTAs like "learn more" or "click here," you may encourage visitors to subscribe to a newsletter or updates on an educational website or blog.

Being straight is the best strategy when choosing a proper CTA. A page should provide enough information to let visitors know what they may expect to receive from taking action and what they need to supply. Don't provide a CTA before giving your visitors enough time to learn about a product or service.

2. Difficult to navigate

You won't be able to find immediately what you're looking for, if you've visited a website with a very complicated design. Most people may find this annoying, feeling that it was a waste of time. 

A common website design error you should avoid is having a complicated website with poor navigation. The navigation on your website may suffer if you undervalue brainstorming. If you want to get off to a strong start, take the time to do the user research and create a great sitemap.

Whether you are selling goods or services or running an educational blog, keep in mind that visitors to your website are looking for information. Sadly, people will rapidly leave your website and search for another source if they can't find the information they need.

In light of this, it's essential to provide easy navigation to prevent losing potential clients. Keep the menus straightforward and the information organisation clear.

3. Poor user experience

The optimum website design should prioritise the complete experience your site delivers to users in addition to the navigation. The user experience describes how users interact with your website. In general, a decent website design should provide a simple, easy process.

The following are some typical mistakes you must avoid:

  • Images or symbols that are unattractive or difficult to understand.
  • Placement of an excessive number of pop-up advertisements or banners.
  • The number of pages visitors must navigate through to find the right information.
  • Inoperative or unavailable connections.
  • Unsuitable text size and a conflicting colour scheme.
  • Low-quality pictures.

It's important to give visitors an easy way to navigate your website and quickly locate what they're searching for if you want to make the essential improvements to the website’s user experience.

4. Lack of contact details

These days, a website provides a convenient way to find out more details about a certain product or service. Sadly, browsing a website and not finding any contact information might be discouraging.

Designing a website involves more than just the visuals and user experience. You should pay attention to your contact page, and keep contact information up to date in addition to the content about your goods or services.

Negative impacts result from ignoring your website's contact page. Even if some customers stop over to look at your goods or services, it won't matter if they can't contact you with any queries or problems. The majority will view the lack of a contact page as unprofessional and may even assume your company is a fraud.

Create a separate contact page if you don't already have one or update your present one with up-to-date contact information to help avoid this mistake.

5. Ignoring the mobile optimisation

Many people now use their mobile devices to visit websites. Depending on what people find more useful, it might be a tablet or a phone. Ensuring your website is mobile-friendly will help you expand your audience and make it easily accessible on all devices. With this, anyone may visit your website easily on different devices.

6. Slow-loading pages

Your website's page load-time should also be taken into consideration because they might have a detrimental impact on user experience and SEO. All of the pages should load quickly for users using both desktop and mobile devices wanting to access your website. You don't want your site's visitors to become irritated and leave your site.

You should take the required steps to speed up page loading if you want users to stay on your site for a long time and complete the desired action. Avoiding posting large, slow-loading movies or images is the best way to ensure quick loading on your website. If adding photos or videos is important, make sure to properly optimise them to avoid slowing down the page's loading time.

7. Lack of social media links

Social media will always be a part of life, so it's essential to include buttons or links to social media profiles. Think of it as an alternate means of building relationships with your clientele. Most customers are more likely to engage with companies on well-known social media platforms such as Facebook or Instagram.

You'll miss the chance to connect with your target audience if you don't include social media links on your website.

Final Comments

It might be difficult and/or time-consuming to develop the appropriate website for your company. It's important to properly plan everything because there are many factors to take into account.

When creating a structure that guarantees easy navigation and a positive user experience, also think about creating the highest value for the goods or services you're selling. Planning beforehand can help you avoid these typical mistakes and guarantee that your website will be unique from the competition.

Not sure how your website is currently measuring up? Get in touch, so we can find out for you! 

Why do you need a brand system?

First thing first, a brand system is the way design components work together to create a brand image. A strong brand system is the foundation of a successful business identity.

A brand system is a collection of design components that work together to form a cohesive entity. When used together, they allow all of your communication to speak in a single, consistent voice.

Creating a brand system is the first step in developing your company's brand and providing it with a visual and intellectual roadmap. It lays out a clear path for communicating a consistent narrative about who you are while also telling a captivating story.

Branding is important because it helps build a strong and memorable relationship with target audiences. A brand system is the actual expression of your organisation's brand promise through images and words. It conveys your organisation’s goals and values while also assisting audiences in understanding why you are important to them.

Connecting the user to the experience in a clear and concise manner

The particular strategy and research that goes into designing branding systems, with the objective of providing a consistent experience across any and all online and offline platforms, distinguishes today's branding landscape. Modern brand systems make it simple for target audiences to perceive visual signals in a comprehensive, often subconscious way.

You have the capacity to direct your brand's experience in an efficient, scalable, and far-reaching manner. It is both economical and time effective to provide your business with a clear way to represent its brand, and it may assist people, both internally and externally, better understand you as you evolve over time.

All of these touch-points are linked together to create a complicated — yet cohesive — picture of your brand. When we design a brand system, we integrate the following elements:

Logo: a picture, phrase, or shape that, when combined, conveys your company's name and mission. On a deeper level, it must also express your company's traits, ideals, and personality.

Brand Colour Palette: a distinct colour palette that shows your brand's individuality.

Brand Font: a collection of typefaces that communicate your brand's individuality. Because various typefaces elicit different emotions, selecting them is an art. Serif, san serif, and script are the three major types.

Brand mark: is a graphical symbol that serves as the primary visual representation of a brand.

Brand Pattern: a pattern created using elements of a logo, brand mark, or other graphical assets created during the creation of a brand identity.

Visual: any imagery or photography that has been art-directed, processed, or digitally transformed to reflect or represent the brand.

Typography: the use of brand typefaces in the size of paragraphs and content, as well as the interaction of messages with logos and other brand markings.

Video and motion:  Applying styles from the imagery category for any moving images

One of the best examples of a brand system is Airbnb's recent rebranding. For their broad audience and offerings, it strikes the right balance between consistency and vibrancy.

Building a brand system that is scalable

A brand system can include many elements, but it can also start with a few only, and expand over time. In the long run, some organisations need a brand system that's more stable and safe, while others need something more daring and impactful. How you develop your brand system depends greatly on your organisation's size and reach.

The core conceptual shelf life of an organisation's brand should not exceed five years in today's media landscape, which is why a core brand system is more and more useful. In today's world, you can't go 20 years without changing your brand, but your brand system allows your brand to evolve and expand.

A brand system is about putting your best collective self forward (words to live by, we know).

Show your audiences that your organisation's brand is accessible, approachable, and modern with the right language, colours, and symbolism.

How brand systems will evolve in the future

Considering how brand systems will evolve in the ever-changing media and communications landscape, we see a lot of overlap in digital domains with design systems, which are a series of components that can be reused in different combinations.

When integrating a brand on a website or mobile app, practical principles such as colour theory, typography, and photographic style will be critical in order to offer companies the voice they need to deliver compelling, engaging tales.

As you can see, this is the right moment for you to consider your brand system and its possible overhaul. Is it professional or sufficient? If you are uncertain about it...

Just give us a FREE BUZZ!

Graphic Design In Advertising: Why Is It Important?

Advertising relies heavily on graphic design, but some marketers are unaware of its potential. Even worse, the majority of graphic designers lack advertising knowledge. We'll therefore cover everything in this piece that you need to know about graphic design in advertising, whether you're a marketer, a business owner, or a graphic artist.

What does graphic design for advertising entail?

In advertising, graphic design makes use of visual components to spread a message or advertise a product. In order to produce effective commercials that attract new clients and boost revenue, it is necessary to strategically use colour, imagery, typography, and layout.

You may observe dozens of designs vying with one another for people's attention in the image below. Which one catches your eye? Consider, why.

How are graphics used in advertising?

In advertising and marketing, graphic designs are utilised in all aspects of the process, including brochures, packaging, logo design, website development, display ads, and billboards. The main objective is to produce a visually appealing graphic that highlights the provided goods or services.

What are advertisement graphics?

Any visual design that affects the purchase of a good or service, whether through marketing or attention-grabbing packaging, is known as an advertisement graphic. The logo, which contributes to brand identity but most businesses neglect, is a frequently ignored promotional graphic.

5 Reasons Why Graphic Design Is Important for Advertising


1-Increased conversions

Graphic design is essential since it raises the effectiveness of your advertising efforts' conversion rates. Make sure potential clients will be drawn to your goods and services when you advertise them. I advise creating a graphic design approach (strategy) to do this.

You can draw in more customers who want to purchase your product if you produce images that are visually appealing. Additionally, your advertising should be concise and straightforward. Asking for reviews, Using images of your customers and using your product or service would be a great way to increase conversions.

Your customer won't understand what you're trying to tell them if your message is unclear. They may believe you are misrepresenting them or are attempting to sell them something else. Therefore, a bad conversion rate may result from a confusing advertisement.

2-Brand recognition

One of the important components of corporate advertising is brand familiarity. Building a solid identity requires a lot of time and money. Because of this, forward-thinking businesses invest a lot of money and time in building their brands.

Hiring graphic designers that can incorporate the brand's aesthetic into visual communication is the simplest approach to achieve this.

The major objective is to increase consumer recognition of their clients' products. They must, therefore, ensure the consistency of all the company's materials.

Every component of the product must be integrated by the graphic designer into a single design scheme. To do this, the designer needs to be aware of the message the business wants to express through their advertisement. After that, each component should be used to deliver the same message.

3-Effective communication

Advertising is communication that influences people to purchase goods or services through the use of images, words, sounds, and body language. Consequently, visual design is essential to effective communication. 

Through a variety of media, including print, radio, television, billboards, websites, and social media, we assist businesses in communicating their message. The objective is to convert audiences into consumers.

Design is not just used in conventional means of advertising like print and television. It is employed in digital marketing as well. Websites, blogs, email newsletters, social media posts, video advertisements, and infographics are a few examples. Modern advertising relies heavily on visual design in order to communicate a company's brand identity and increase sales.

The ideal strategy is to use graphics in advertisements. 93 percent of communication, as you may know, is non-verbal.

4-Getting attention

Additionally, graphic design is crucial to drawing attention. A good design will aid in drawing customers' attention, whether you're creating a logo, website banner, or any other type of advertisement. You must present yourself professionally and put thought into your design if you want to stand out.

You should use succinct and clear wording to grab the interest of potential customers. Consider design with a minimal aesthetic. Stay away from using too many colours, big images, or intricate text. To divide and organise your message, use white space. And keep in mind that drawing attention is what you want your design to do.

5-Makes it memorable

Advertising's ability to stick into the mind of the audience is greatly influenced by graphic design. A message may be communicated and is more likely to stick with people when the appropriate combination of colours, forms, fonts, photography, illustration, and animation is used.

At least nearly half of advertising companies' overall budgets are allocated to graphic design, or at least they should be. Television advertisements often cost $3,500 per second. Because failure is costly, make your design as memorable as you can.

The most crucial quality to consider when picking a graphic designer is their level of expertise. They must do more than just be imaginative. They must also possess excellent communication skills. In order for you to understand what they're driving at, they should be able to describe how they operate. In addition, if they lack experience interacting with clients, they ought to collaborate with you to guarantee your satisfaction with the outcome.

Book in a FREE Biz Boost advertising session with us if you need a creative advertising team to amp up your brand.

The logo variations that every brand needs to have

Wherever you go, you base your looks on the surrounding environment. Isn't that right? You don't wear party shoes when you are going to the office, and vice versa. So, for every occasion you change your outfit. 

You may wear a colourful dress for a birthday party, and maybe just something black and white for a job interview. Simply, because subconsciously you want to match and fit in with the place.

Fittingly, the main topic today is LOGO DESIGN. You may think we didn't start talking about logo design right at the beginning but actually we’re talking about VARIATIONS.

When you design a professional logo for your brand (and for a professional design you need a professional designer as well), the logo can and should take on many forms. This is where logo variation comes in.

First thing first though, what is logo variation and why does your business need it?

A logo variation is an alternate version of your primary logo design. The logo variation gives your business the ability to be consistent, recognisable, cohesive yet fit in many different places.

A Facebook ad design, a website and a business card may require different logos in different colours or shapes. It does not mean you need to have many logos. 

Depending on the situation, maybe you just need to change the primary logo colour or use the horizontal version instead of the vertical one. Rather than relying on a single logo to do all the legwork, your brand can have flexibility by developing several logo variations.

I’ll go over four important types of logo variations that are primary, stacked or secondary, submark and favicon, to help you find out which ones you need for your brand.

Primary logo

The first logo you need to design is the primary logo. This is the main, complete and complex logo. You will use this primary logo most often. 

Primary logos can include a company name, tagline, and the date of establishment. Your logo is the front-and-centre representation of who you are as a brand, whether it’s placed on signage or on employee T-shirts.

A primary logo is commonly horizontal, but depending on the design and theme, this can vary. Remember to have a black-and-white version of your primary logo as well if the original contains colour.

Make sure that your primary logo is not overshadowed by other design elements, so that it can stand out. It is important for the primary logo to be gripping, memorable, and adaptable.

For consistency, most brands settle on one primary logo. Occasionally, however, we'll see an exception, such as Adidas. The brand uses three primary logos, which vary depending on the collection. With the same font and three stripes throughout each logo, they maintain cohesion. 

Most brands will not benefit from this strategy, especially if their business is still growing. Nevertheless, Adidas is the second-largest athletic apparel manufacturer in the world.

In contrast to Adidas, most brands use a primary logo that has multiple variations, such as secondary, submarks, or favicons.

As soon as you've established your primary logo, it's time to design a secondary logo as well. The main goal of a secondary logo is to have a different arrangement from the primary. 

For instance, if your primary logo is horizontal with an image and words nearby, the secondary logo can be designed with an image above or underneath the words.

Think of your secondary logo as the main logo's reflection. To keep your brand persona consistent, it should use the same fonts, same weight, and overall design. When there isn't much space available or your primary logo won't fit, a secondary logo will come in useful.

For example, a horizontal logo can be better fit for the letterhead template or business card because different places have varied space needs for logos. 

Perhaps a vertical, stacked logo might work much better as a social media profile image. Your secondary logo works as a backup in situations where your primary logo doesn't fit or look its best.


It's crucial to design your submark when your primary and secondary logos are finalised. This is the most condensed and streamlined type of the logo, and it will be useful when you need to fit a logo into a small area, both in print and digital formats. 

Keep in mind that not all primary and secondary logos were designed to be reduced in size. A submark will be useful in that situation.

Submarks with only symbols, or circles with text and/or symbols, are the two most popular varieties. You might or might not require a submark depending on the size and arrangement of your primary and secondary logos, but having one is always a good idea.

Submarks make excellent stickers and are frequently used in print as footers or watermarks. When you need to use your logo in a digital setting but prefer it to look more polished, a submark is ideal as a social media avatar.


Last but not least, designing a favicon is an important step in establishing logo variations. An internet browser's top bar contains a small icon called a favicon. Depending on the style and arrangement, it's frequently merely a symbol but can also fit a few letters.

A favicon's main function is to serve as a visual reminder of a brand's identity. A favicon can also make it simpler for users to find your website if they have several tabs open. Visitors can find your website easily while you increase brand awareness and identification by using a favicon.

A favicon may not always be required for your brand, but it can be useful because it can also serve as an app icon. Consider the many apps you have on your phone and how certain icons are more noticeable than others.

Play around with logo variations

The element of your brand that people are most likely to recognise is your logo. It should not only be lovely and unforgettable, but also flexible enough to take on several forms. 

When using different logo versions, your brand will be equipped to make a strong impression anywhere and at any moment. The complete visual brand experience is created by a primary logo, secondary logo, submark, and favicon. Additionally, professional designers are never too far away if you feel overwhelmed by how to proceed.

Yay! The party is about to start. Do you need any help to choose the best outfit for your brand? Give us a free buzz 🙂