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A Start-Up’s Guide to Branding: Colors, Logo’s and Typefaces

A Start-Up’s Guide to Branding: Colors, Logo’s and Typefaces

Every interaction that your company has with a customer should be treated as chance to convey the message of your brand. People love continuity and they don’t like to see a mish-mash of styles and lots of irregularities on your literature, website and other promotional items as this can shake the trust they have in your company. After all, if you can’t be bothered to write with the appropriate font, use images that are not pixelated or create a nice e-mail signature then surely you can’t be that bothered about their order or work right? Here is a list of all of the things which should carry your company branding:

-Website & Social Media
-Business Cards
-Paper (compliments slips, headed paper etc.)
-Pull up banners and signage
-Envelopes, boxes and tags
-Promotional gifts (pens, mugs etc.)
-E-shots and newsletters

What Hue Suits You?

When used properly colours can be incredibly powerful, evoking certain emotions and stirring up specific feelings. You should sit down and write down 3 words that explain what your business stands for and what you want to convey. For example:


Then next to each word write down the colour that comes to your mind when you think of that word. For the list above most people would probably think of greens and browns. Once you have done this you should have a clearer idea of the colours you should use to really convey your message.

A picture paints a thousand words

All companies will have an image that represents them as a business; this is called a logo or occasionally, an avatar. Some of the best logos are very simple and straightforward so don’t be tempted to go over the top. Also, the logo should be high quality and not blurry in any way. If your marketing budget is small then this is one area in which you should prioritise your spending and not skimp. After using the chart above to decide on a colour palette you should then use the describing words you previously wrote down to think about what kind of shape to go for. Is there a symbol or image that sums your business up which could form the basis of your logo like these?

Or perhaps there is a strong message you want to convey about your company, its ethos and how it works, like in the logos below:

Once you have decided on an image or if you are simply going for a typeface logo you need to consider its style. Would something soft and curvaceous or something angular and aligned best represent you?

These decisions are important and if you spent time over them early on your logo and initial branding will stand you in good stead for the future!

Featured images:
  •  License: Image author owned
  •  License: Image author owned

This aticle was written by Vicky from She has worked in the area of marketing for a number of years and has seen first hand the importance of continuity in branding in order to convey trust to buyers. She particularly enjoys looking at the relationship between branding and design.