Logos – the value and importance to your business

Logos – the value and importance to your business

We’ve often been asked when consulting with clients starting up a new business venture, “Do we really need a professionally designed logo and why?”

While a logo can seem like a small aspect of your business in the whole scheme of things, a well professionally designed logo can have a huge impact on your business branding and marketing.

Here are 5 key reasons why logos are important for a successful business.

1. A logo easily communicates your business’ identity

A logo represents your business visually, which can allow your customers to understand your business and the message you want to send before they even read a word about it. Whether you want your customers to perceive your business as conservative and serious, bold and modern or something completely different, your logo is one of the keys to creating this perception.

2. Images speak louder than words

Humans naturally process images quicker than we do words, and we remember images better than words too. Without a logo, you’re missing the opportunity to speak to your target audience in the medium that humans process and remember the best.

3. A logo distinguishes your business from your competitors

In the increasingly competitive business environment, distinguishing your business from your competitors is vital to standing out in the market. A unique, well-designed logo that reflects your business can help you do just that.

4. Have your brand recognised and remembered

Humans remember things easier when they are tied to a visual. When you have a logo to visually represent your business, you make it easier for your customers to remember your business and recognise it in the future. Think about some of the world’s biggest brands – many of them can be recognised solely by their logo without even having their name written in it.

5. Project professionalism and instil trust

It doesn’t matter what stage of business you are at or the size of your business, with proper branding which includes a professionally designed logo, you can project a professional image which in turns helps to instil trust in potential customers.

Our Logo Design Process

Our Logo Design Process

We are often asked, “How do you go about creating a logo?

Given that a logo is the most important element of business branding, a lot of work goes into creating a standout design that distinguishes your business.

It’s not just about graphic design though; we believe both a strategic and creative process is what creates a logo that not only looks great, but works for your business.

We have an in depth process that we follow to achieve this. A simplified version of our process is as follows:

Logo Design Stage 1:
We create a logo design brief

To create the logo design brief, we start by speaking with you to gain an understanding of your business and your business goals. You will also complete a questionnaire (or we can complete it for you as we ask the questions) where you can tell us more information about your preferences for the logo design, such as things you like and dislike about existing logos and colours you prefer to be used in your design. In the questionnaire we also gather some finer details about your business including your position in the market place and the demographics of your target audience.

Logo Design Stage 2:
We then review your needs and research your industry

As well as taking the time to get a proper understanding of your business, we also research your industry and competitor’s logos. This gives us a good feel for the sort of logo design we can create to position your business the way you want in the market. While doing this research, we begin to consider many things including colours, fonts and initial ideas for your logo design.

Logo Design Stage 3:
We create the concepts for your logo

Drawing on the design brief and our research, we use our creativity and work on many ideas to design up to 3 initial concepts for your logo. Some ideas will be deemed good and some may be deemed bad, however we believe there is no such thing as a bad idea as often the feedback a client provides us can help us to understand the things they do like when we refine the designs.

Here is an example of 3 preliminary concepts we’ve created for a client:



Logo Design Stage 4:
You give us feedback on the concepts and we refine the design

Once you’ve reviewed the initial concepts, we ask for your feedback on everything including graphics, colours, fonts, text positioning and more. We work with you to continue to refine your logo, and provide varying options until you are 100% satisfied with the design.


In the above example the client wanted to see some variations in fonts and colours

Logo Design Stage 5:
Your logo design is finalised and supplied to you

Logo-Design-Melbourne-FinalWhen you are completely happy with your business logo, we create a logo package for you and supply the completed design to you in different electronic formats so it is ready for printing, web use and other applications such as embroidery. These formats include:

  • CMYK digital format for printing use
  • RGB colour mode digital format for web use
  • PDF format for other applications

We also provide you with a full style, reference and usage guide booklet so that your logo can be used to its full potential and integrated to maintain consistency with your business branding.

Why not take a look at some of our logo designs or better still give us a call to discuss your logo design requirements.

Colour Usage In Logo Design & Graphic Design

Colour Usage In Logo Design & Graphic Design

Colour-in-logo-designWhen it comes to logo design or graphic design, colour has the ability to evoke powerful emotions from people. Colour is the most instantaneous and wonderful means for delivering and communicating messages to your target audience. The colours that you select for a logo design or a promotional graphic design piece are not simply there to just make things look attractive; they can carry a deeper meaning that can affect consumer behaviour.

It is always best, however, to know what colours signify and communicate before using them. Here are some of the popular meanings that colours depict in the Western Hemisphere.

The three primary colours are:


These tend to be the colours most people are drawn to. For example, the most popular colour in the world amongst adults is BLUE. Amongst children, it is RED, while YELLOW, the most luminous colour in the spectrum, tends to draw the attention of infants and toddlers with developing vision.

RED is the most passionate colour and tends to excite and get adrenaline pumping through the body. It is associated with love and anger; it can mean good luck, represent lust or adultery (as in the “red light district”), or danger.

BLUE the most popular colour universally symbolises serenity and tranquillity. It has a calming effect if used in moderation, or suggests deep depression if the viewer is inundated with too much blue. Part of the soothing qualities and appeal are attributed to the sky and the ocean. Blue is a cool colour and often associated with cold things, such as frozen food. Additionally, blue is suggestive of both quality and expertise (Blue ribbons are given to first place winners.) Because of these positive attributes, blue is the    most popular and widely specified colour in corporate identity programs.

YELLOW is the most luminous colour of the spectrum. Because of its high visibility warning signs are often painted this colour. Yellow traditionally represents the sun and is a most cheerful colour when used in moderation. If used too liberally it can tire the eyes and make people irritable (couples with yellow kitchens tend to argue more often when in these areas!). Conversely yellow has also become associated with greed and cowards (In the 10th Century doors of traitors and criminals were painted yellow in France).

GREEN is a cool colour with soothing properties similar to blue. This relaxing hue is associated with growth and prosperity as well as health and wellness. It can also suggest envy and jealousy as in the “Green-eyed monster.”

ORANGE is a warm colour often associated with good things to eat, and so it is the most edible colour, which explains why so many fast food chains use it as part of their colour scheme.

PURPLE is universally associated with royalty and spirituality because in ancient times only emperors and kings could afford garments made of purple dye.

Some Meanings of Each Colour



Stimulates, signifies danger, love, passion, desire, bold, sexy.


Relaxing, serenity, security, loyalty, suggestive of the sea and ocean, frozen, cold, calming, comfort



The most cheerful colour if viewed briefly, most fatiguing if viewed for too long, caution, suggestive of the sun and gold.



The most restful colour, natural, fresh or healthy, healing, suggestive of jealousy or envy.



Signifies good things to eat, most edible colour especially with brown tinges, warm, evokes thoughts of autumn.



Associated with royalty, religion, high quality, expensive, elegant.



Brown is flavourful, suggestive of chocolate, meat and bread, associated with earthiness, rich, warm, mellow.



Elegance (as in black tie event), serious, strong, darkness, powerful.



Symbolic of purity, cleanliness, goodness.


Logo Design – Effective Branding

Logo Design – Effective Branding

Logo design Perth, Geraldton in fact situated some 400km north of Perth and some 6,000 km from our Logo design studio in Melbourne.

Rogue Pony is an independent retailer of all things equestrian, stocking a large range of country clothing and saddlery requirements for the horse-riding enthusiast.

Lauren and Steph proprietors of Rouge Pony Saddlery approached Clark Marketing & Design having established their new store and needed a fresh new look, image and of course a logo design for their branding.

Having reviewed some of our work, and despite the physical distance, Clark Marketing & Design was engaged to design a new logo for them.

After some initial discussions, a logo design brief was completed, and we went to work on several concepts.

As part of the logo design brief, they stipulated that they would like the logo to be, in addition to an easily recognisable logo design, that it would be a logo design that could be easily embroidered onto clothing, including exclusive riding gear, and other Rouge Pony exclusive merchandise. Therefore they required something that was not too detailed or too intricate ~ but certainly not plain.

The also planned to use the logo design for a variety of other uses including their website, store signage, and business cards.

Logo Design Concepts:

Logo-Design-Concept Logo-Design-Concept

After some further discussions and revisions, the final logo design was selected.

As the logo design brief stated, the final logo does not have too many elements or colours, is stand out in both colour, as well as in mono, and is highly recognisable.

Logo Design Final:







What’s more the logo needed to be easily applied to a wide variety of different media and for use in different ways. It also had to be versatile and scalable to different sizes, so that it could be to be applied to any sort of media from business cards, to store signage and not lose any of its impact.

Once the design was finalised we created a ‘logo kit’ that incorporated several different versions of the logo in digital formats, including JPEG, PDF and EPS.

So, how has Rogue Pony used their new logo design, for effective branding……here are just a few recent examples.

Logo Design – Product Merchandise









Logo Design – Store Signage

Logo Design – Web Design





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