Struggling with your logo?

Are you struggling with your logo? Maybe it's not the most important thing...

Struggling with your logo?

It's not as important as you think it is.

I know, controversial for a branding professional but hear me out. If you're spending thinking energy on how to design and make a logo, just take a moment to see if you could make it using an online generator.

Part of the reason that auto-logo generators work is that it's almost impossible to create a truly standout logo that someone will remember after seeing it only once.

Keep this in mind, because I've seen too many teams spend countless hours or even days worrying about the minute details of their logo or icon set, only to find that they have no customer base. Brand loyalty is built by creating amazing user experience, not having the world's most amazing logo.

So what WILL get you results faster than having a perfectly designed logo? Here is what I've learned from working with tech founder teams so far.

  1. Having a brand purpose/foundation/why/northstar (insert chosen buzzword here) that aligns everything in your business around one core idea.
  2. Knowing who your audience is, what their pain points are and where they hang out [on the internet].
  3. Creating a cohesive set of visual and verbal guidelines that creates rules for how things should look and sound, based on your 1. purpose and 2. audience.
  4. Being willing to keep iterating absolutely everything (including brand assets like your logo) based on what your audience actually needs.

If this is something that you are struggling with, I'd love to hear about it!

Anything else you'd like to add to this list, or do you think logo is the most important thing any founder should be working on? Let's chat!