Visual Identity - Agency 99
June 14, 2023

Designing Your Brand: Tips for a Professional Logo and Visual Identity



Your brand is more than just a name or a logo…

It represents the essence of your business and communicates your values, personality, and offerings to your target audience.

We mentioned in our brand strategy article that the process of developing your brand strategy requires building your brand identity.

A well-designed brand identity creates a lasting impression and sets you apart from the competition.

In this article, we will explore some valuable tips to help you design a professional logo and establish a cohesive visual identity for your brand.

First, Understand Your Brand

Before diving into the design process, take the time to understand your brand’s unique characteristics. Define your brand’s mission, values, target audience, and market competitors.

This knowledge will guide your design decisions and ensure consistency throughout your visual identity.

Logo Design 

Your logo is the visual centerpiece of your brand. It should be memorable, versatile, and reflect your brand’s personality. 

Keep it simple

Avoid over-designed or cluttered logos with too many elements, flourishes or effects. As these may be difficult to reproduce across various platforms.

Make it meaningful

This could be shapes, icons or graphics that represent your industry, mission or values in a visual manner. However, avoid being too literal or overt.

Focus on balance and proportion

Simplicity allows the logo to work at small sizes while still being clearly recognizable. Use simple, easy-to-read fonts and geometric shapes when possible.


Experiment with different fonts, colors, and graphic elements to find a combination that aligns with your brand’s message and resonates with your audience.

Color Palette

Did you know that 62 – 90% of a first impression is based on how someone is recognizing color in the situation.

Colors evoke emotions and play a vital role in brand recognition.

Do your research

Get to know more about the wheel of colors. Consider the psychology of colors and their impact on perception.

Choose wisely
Choose a color palette that reflects your brand’s personality and resonates with your target audience. 

Ensure consistency

Use your selected colors across all brand assets, including your logo, website, marketing materials, and social media profiles.


Typography can convey a brand’s personality and set the tone for your communications.

Choose well
Use your selected colors across all brand assets, including your logo, website, marketing materials, and social media profiles.

Use one font
To maintain clarity and consistency, simplify your design and stick to a single font, avoiding any interference with the complementary aspects of the typeface.

Mind the gap
Don’t leave a single word on the last line of the paragraph, and avoid beginning a new page or column with the final word or line from a previous paragraph.

Get on the grid
 Learning to use a grid system helps create hidden harmonies in your typographical layouts.

Visual Elements and Imagery

In addition to your logo, incorporate visual elements and imagery that reinforce your brand’s message.

Consistent use of shapes, patterns, or icons can add visual interest and create a cohesive visual identity. 

Choose wisely
When using images, choose visuals that align with your brand’s aesthetics and resonate with your target audience.

Stay on brand
Ideally, all your content assets feature consistent imagery – one that viewers instantly recognize no matter where the content appears or who creates it.

Use photography intentionally
High-quality photos bring branding to life, but choose images that complement rather than distract from your messaging and goals. 

Test, test, test
User test all visual branding elements on target audiences to determine what resonates, confuses or could be improved. Then iterate based on that feedback.


Designing a professional logo and visual identity is an essential step in establishing a strong brand presence.

Creating a memorable brand requires consistent use of type, color, images, and language. But it’s worth it! When people recognize your logo or any other element of your visual identity, then you become more than just a name.

Your brand is the single most important investment you can make in your business”Steve Jobs

Invest time and effort into your brand design, and you’ll set yourself up for success in the competitive landscape. 

Follow our tips to create your brand identity, or you can book a free consultation call.

Written by Agency 99

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