Many tend to relate a logo with a series of aesthetic principles, however, the logo is much more than mere aesthetics, it must transmit the identity of our brand, to know how to express our product’s qualities and adapt to our target market.

For example, if we create a brand for teenagers, we should distance ourselves from serious colours (blacks, browns, golds…), however, if our target audience is a stylish, urbane middle-aged woman, we would have to bear in mind the aforesaid colour scheme.

The logo’s design must transmit these ideas on its own and be in line with the packaging and product that we wish to sell.

Other aspects to take into account when designing our logo is the type setting to be used. This will also be determined by the characteristics of the target audience, however, there are a series of features that must never be overlooked: it must be capable of reflecting professionalism, back up the product, be visually pleasant and easy to remember. Remember that a complex logo is more difficult to identify with and memorise, owing to excessive details and overloaded creations, thus distracting the public from the product.

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