Create an Impression
When you, personally, make an appearance at say a networking event, those in attendance will form an impression of you based on how you present yourself. Do you look professional? Do you speak confidently?
Likewise, your customers and prospects will form an impression of your company based on how it appears. Take charge of that impression:
- Choose a set of colors that represent your values, and standardize on them. (You can find the meaning of various colors here and a more comprehensive discussion of color psychology here)
- Settle on typography that enhances your message
- Incorporate shapes, symbols, and designs that reinforce your value proposition
Ideally, your logo should be strong enough to form the basis of your visual identity lending colors, symbols and even typography to the cause. Don’t be too literal and avoid clipart at all costs