When it comes to landscaping, the beauty of the outdoor space is transformed into a tranquil and inviting oasis. A well-designed logo can capture the essence of this natural beauty and serve as the perfect representation of your landscaping business. Whether you specialize in tree care, green gardening, or lawn maintenance, a thoughtful logo design can help you establish a strong brand identity.
One of the key elements to consider when designing a landscaping logo is the use of nature-related imagery. Incorporating images of trees, plants, and flowers can convey your expertise in gardening and showcase your commitment to the environment. The color green, a symbol of growth and vitality, can be used to highlight the natural elements and create a sense of harmony.
Another important aspect of a landscaping logo is the use of typography. Opt for clean, modern fonts that are easy to read and reflect professionalism. Consider adding a touch of creativity by using letterforms that evoke the organic shapes found in the natural world. This can help create a visual connection between your logo and the services you provide.
Importance of a Landscaping Logo
A landscaping logo is an essential part of any outdoor or garden-related business. It represents the nature-loving and eco-friendly aspects of the company. A logo is a visual representation of a brand, and it plays a crucial role in establishing brand identity and recognition.
When it comes to the landscaping industry, a well-designed logo can help businesses stand out from the competition. The logo should convey the essence of landscaping, such as the beauty of nature, the importance of trees and plants, and the art of landscape design. It should evoke a sense of serenity, tranquility, and harmony that people associate with a well-maintained garden or lawn.
The use of green color in a landscaping logo is common, as it symbolizes nature, growth, and freshness. Green is associated with the outdoors and is often used to represent eco-friendliness and sustainability. Incorporating elements like trees, leaves, or grass in the logo design can reinforce the connection to the landscaping industry.
Another important aspect of a landscaping logo is that it should be easily recognizable and memorable. The logo should be simple, yet unique, and it should be able to be easily identified even from a distance. This is especially important for businesses that have vehicles or equipment with their logo displayed on them.
Benefits of a Good Landscaping Logo:
Brand recognition: A well-designed logo can help people easily identify and remember your landscaping business.
Professional image: A logo adds a professional touch to your business and shows that you take your work seriously.
Attracts potential customers: A visually appealing and well-designed logo can attract potential customers and make them more likely to choose your services.
Establishes trust: A professional logo can establish trust with customers, as it shows that you are a legitimate and credible business.
Differentiates from competitors: A unique logo can help your business stand out from the competition and make a memorable impression on potential customers.
Elements of a Successful Landscaping Logo
When it comes to designing a successful landscaping logo, there are several key elements to consider. These elements should capture the essence of the industry and convey a sense of professionalism and expertise. Here are some important elements to keep in mind:
1. Green: Green is a color that is often associated with nature and the outdoors. It represents freshness, growth, and sustainability. Incorporating shades of green into your logo can help convey the idea of a natural and eco-friendly approach to landscaping.
2. Design: The design of your logo should be visually appealing and well thought out. It should be simple yet memorable, allowing it to be easily recognized and remembered by potential clients.
3. Nature: The logo should incorporate elements of nature that are commonly associated with landscaping, such as plants, trees, flowers, or grass. These elements can help create a strong connection to the industry and communicate the services you provide.
4. Garden: The concept of a garden can be a powerful symbol for landscaping. It represents a well-kept and beautiful outdoor space. Including images or illustrations of a garden in your logo can help convey a sense of beauty and tranquility.
5. Lawn: Lawns are a common feature in landscaping and can be a recognizable symbol. Including a representation of a lawn in your logo can help communicate that your services include lawn care and maintenance.
6. Tree: Trees are often seen as symbols of growth, stability, and longevity. Including an image or illustration of a tree in your logo can help communicate these qualities, as well as the idea of creating a lush and vibrant landscape.
7. Landscaping: The word “landscaping” itself can also be incorporated into your logo. This can help make it clear what industry you are in and what services you provide. Consider using a bold and easily readable font for maximum impact.
8. Plant: Finally, consider incorporating a plant or foliage into your logo design. This can further emphasize the natural aspect of your services, as well as evoke a sense of growth and vitality.
In conclusion, a successful landscaping logo should incorporate elements that represent the green, design, nature, garden, lawn, tree, landscaping, and plant aspects of the industry. By incorporating these elements into your logo design, you can create a visually appealing and effective representation of your landscaping business.
Color Palette Selection for Landscaping Logos
When designing a logo for a landscaping company, it is important to consider the use of colors that evoke a sense of nature and the outdoors. The right color palette can help convey the message of your brand and make a lasting impression on potential customers.
Green is a popular color choice for landscaping logos as it symbolizes nature, growth, and freshness. Using various shades of green in your logo can create a sense of balance and harmony with the environment. You can also consider incorporating other earthy tones like brown and beige to complement the green and add a natural touch to your logo.
Avoid using vibrant or garish colors that do not align with the concept of a garden or outdoor space. Instead, opt for muted and soft hues that are more soothing and relaxing. These colors can evoke a sense of tranquility and make your logo feel inviting.
Tree and plant-inspired colors
Incorporating colors that are commonly associated with trees and plants can also be a good choice for your landscaping logo. Shades of brown, such as tree bark brown or rich soil brown, can create a grounded and earthy feel. Additionally, shades of green, such as moss green or leaf green, can add a refreshing and natural element to your logo.
The psychology of color
It is important to consider the psychological impact of colors when designing your logo. Green, as mentioned earlier, represents harmony and growth. It is also associated with health and the environment. Brown can symbolize reliability and stability, while blue can instill a sense of trust and professionalism. Using these colors strategically can help create a logo that resonates with your target audience.
In conclusion, when selecting a color palette for your landscaping logo, it is important to consider the design elements, the nature of your business, and the values you want to convey. By incorporating the right colors, you can create a logo that reflects the beauty of the outdoors and attracts potential customers to your landscaping services.
Typography in Landscaping Logo Design
Typography is an essential element in landscaping logo design as it helps to convey the message and brand identity of a landscaping business. When choosing fonts for your logo, it is important to consider the nature of the business and the target audience.
Fonts that Reflect Nature
Fonts that have a natural and organic feel to them can be a great choice for landscaping logos. These fonts often have flowing curves and may mimic the shapes of plants or trees. Examples of such fonts include “Birch Std” and “Lily Script One”. These fonts create a sense of harmony and evoke the beauty of a well-maintained lawn or garden.
Clean and Modern Fonts
On the other hand, some landscaping businesses prefer a more contemporary and sleek look for their logos. In these cases, clean and modern fonts can be used to create a sense of professionalism and efficiency. Fonts like “Montserrat” and “Raleway” are popular choices as they have a clean and minimalist design.
It is important to note that when using typography in logo design, simplicity is key. Too many different fonts can make the logo look cluttered and confusing. Therefore, it is recommended to stick to one or two fonts that work well together and complement the overall design.
Color and Typography
The color of the typography should also be carefully considered. Green is a popular choice as it symbolizes nature, growth, and the outdoors. However, other color combinations can be used to create a unique and eye-catching logo. For example, using a vibrant and contrasting color for the typography can help the logo stand out and grab attention.
Typography plays a crucial role in landscaping logo design. It helps to communicate the values and message of the business, while also enhancing the overall aesthetics of the logo. When selecting fonts, it is important to choose ones that reflect the nature of the business and appeal to the target audience.
|– Choose fonts that reflect nature and create a sense of harmony.
|– Consider using clean and modern fonts for a sleek and professional look.
|– Keep the design simple and avoid using too many different fonts.
|– Green is a popular choice for the color of typography, but other color combinations can be used.
Logo Styles for Landscaping Businesses
When designing a logo for a landscaping business, it is important to consider the nature of the industry. Landscaping is all about creating and maintaining beautiful outdoor spaces, so your logo should reflect this. Here are some logo styles that work well for landscaping businesses.
One common style for landscaping logos is to incorporate elements from nature. This can include images of plants, leaves, trees, or flowers. By using these elements, you can instantly communicate to potential customers that your business is focused on the natural environment.
Sometimes, less is more. Simplistic logos can be highly effective for landscaping businesses, as they convey a sense of professionalism and cleanliness. A simple design featuring clean lines and minimal colors can create a timeless logo that will be easily recognizable.
If you want to convey a modern and sleek look, consider a typography-focused logo. Use a unique font or custom lettering to create a logo that stands out. This style works well for landscaping businesses that want to emphasize their design expertise.
Green Color Palette
Green is the obvious choice for a color palette when it comes to landscaping logos. Green is associated with nature and growth, making it the perfect color to represent a landscaping business. Complementing green with earth tones like brown or tan can add a sophisticated touch to your logo.
Incorporating outdoor elements into your logo is another great way to communicate your landscaping business. This can include images of lawns, landscapes, garden tools, or even outdoor furniture. These elements can help potential customers visualize the services and products you offer.
- Choose a logo style that reflects the nature of your landscaping business.
- Consider incorporating nature-inspired elements, such as plants or trees.
- Keep the design simple and clean for a timeless look.
- Experiment with typography to create a modern and sleek logo.
- Use a green color palette to represent nature and growth.
- Incorporate outdoor elements to help potential customers visualize your services.
Remember, your logo is the face of your business and will be used on various marketing materials, so it is important to invest time and effort into creating a design that accurately represents your landscaping business and appeals to your target audience.
Incorporating Nature into Landscaping Logos
When it comes to designing a landscaping logo, one of the key elements to consider is incorporating nature. After all, landscaping is all about creating beautiful outdoor spaces that blend with the natural environment.
A great way to incorporate nature into landscaping logos is by using plants and trees. These elements not only represent the outdoors, but they also symbolize growth, beauty, and harmony. Consider incorporating a plant or tree silhouette into your logo design to instantly convey a sense of nature and outdoor living.
In addition to plants and trees, there are other outdoor elements that can be used in landscaping logos. For example, you could incorporate images of gardens, outdoor furniture, or even a lawnmower to represent the outdoor aspect of landscaping. These elements can help create a visual connection to the services you offer.
When designing a landscaping logo, it’s important to choose colors that represent the natural world. Earthy tones such as greens, browns, and tans can evoke a sense of nature and create a calming effect. These colors can be used as the main colors in your logo or as accents to complement other design elements.
Furthermore, consider using gradients or textured backgrounds to create a more organic and natural feel. This can help make your logo stand out and give it a unique look.
Simple and Clean Design
When incorporating nature into landscaping logos, it’s best to keep the design simple and clean. Avoid cluttering the logo with too many elements or overwhelming details. Instead, focus on creating a logo that is easily recognizable and represents the essence of your brand.
Remember, a well-designed landscaping logo that incorporates nature can help create a strong visual identity for your business. It can make a lasting impression on potential customers and convey the values and services you offer.
Using Symbolism in Landscaping Logo Design
When creating a landscaping logo, it’s important to incorporate symbolism that represents the outdoor, plant, garden, and green elements of your design. Symbolism can help communicate the essence of your business and leave a lasting impression on your clients.
1. Plants and Nature
One of the most common symbols used in landscaping logo design is the representation of plants and nature. This can be done through the use of various botanical elements such as leaves, flowers, or trees. These symbols convey a sense of growth, beauty, and rejuvenation, which are all closely associated with landscaping and gardening.
2. Landscape and Lawn
Another symbol often found in landscaping logos is the depiction of a landscape or lawn. This can be achieved through the use of clean lines, geometric shapes, or silhouettes of hills or mowed grass. This symbolizes the professional and well-maintained aspect of your landscaping services.
By including these symbols in your logo design, you can instantly communicate to your target audience what your business is all about. These symbols serve as a visual representation of the outdoor, plant, garden, and green elements of landscaping, making them easily recognizable and memorable.
Tips for Creating a Memorable Landscaping Logo
When it comes to designing a logo for your landscaping business, it’s important to create a memorable and impactful design that reflects the outdoor, garden, and landscaping elements. Here are a few tips to help you create a logo that stands out:
|1. Choose the Right Design:
|Start by brainstorming ideas and concepts that represent your landscaping business. Consider incorporating images of plants, trees, and other green elements to convey a sense of nature and the environment.
|2. Use Color Effectively:
|Green is a popular color choice for landscaping logos, as it symbolizes nature, growth, and freshness. Consider using shades of green along with other complementary colors to create a visually appealing logo.
|3. Keep it Simple:
|Avoid cluttering your logo with too many elements or excessive details. A simple and clean design will make your logo more memorable and versatile across various mediums.
|4. Find the Right Typography:
|Choose a font that embodies the style and personality of your landscaping business. Consider using a combination of bold and elegant fonts to create a visually interesting logo.
|5. Make it Timeless:
|Avoid using trendy design elements or fonts that may quickly become outdated. Aim for a timeless logo that will remain relevant and appealing for years to come.
|6. Aim for Versatility:
|Your logo should be easily adaptable to different mediums, such as websites, signage, and promotional materials. Make sure it looks equally impressive whether it’s displayed on a small business card or a large billboard.
|7. Reflect Your Brand Identity:
|Your logo should accurately represent your landscaping business and the values it stands for. Consider incorporating elements that reflect the quality, professionalism, and dedication to nature that sets your brand apart.
By following these tips, you’ll be well on your way to creating a memorable landscaping logo that effectively represents your business and catches the attention of potential clients.
Designing a Versatile Landscaping Logo
When designing a versatile landscaping logo, it’s important to consider the elements that represent the industry. The logo should capture the essence of plant life, outdoor spaces, and the beauty of nature. By incorporating these elements, your logo will communicate the core values of your landscaping business.
1. Green and Nature-Inspired Colors
The color green is often associated with nature, making it an ideal choice for a landscaping logo. It symbolizes growth, vitality, and harmony. Consider using shades of green in your logo design to convey a sense of freshness and natural beauty.
2. Iconic Landscaping Elements
Icons such as trees, plants, lawns, and other outdoor elements can be incorporated into your logo to represent the services your landscaping business offers. These elements will make your logo easily recognizable and memorable to potential customers.
Consider using a tree silhouette to symbolize growth and stability, or a stylized lawn to represent the well-kept spaces your business creates. The choice of icons will depend on the specific services your business provides.
3. Clean and Simple Design
A versatile landscaping logo should have a clean and simple design that can be easily scaled and reproduced across different platforms and mediums. Avoid using too many details or complex graphics that may not translate well at smaller sizes.
Focus on creating a logo that is timeless and will remain relevant as your landscaping business grows and evolves. A simple and balanced design will ensure that your logo remains versatile and effective in various applications, such as signage, business cards, and digital platforms.
4. Typography that Complements the Design
Choosing the right typography is essential for creating a versatile landscaping logo. Consider selecting a font that complements the overall design and aligns with the values of your business.
Fonts that evoke a sense of nature or elegance can enhance the visual appeal of your logo. Experiment with different options and select a font that captures the essence of your landscaping business.
In conclusion, designing a versatile landscaping logo requires careful consideration of the elements that represent the industry. By incorporating plant life, green colors, outdoor elements, and clean design, you can create a logo that effectively communicates the values and services of your landscaping business.
Examples of Successful Landscaping Logos
When it comes to designing a landscaping logo, it’s important to create a visually appealing and memorable design that represents the essence of your brand. Here are some examples of successful landscaping logos that incorporate elements of nature, design, outdoor and the color green.
1. Garden Escape
The Garden Escape logo showcases the beauty of a well-maintained garden. The logo features a lush green plant with delicate leaves, representing the dedication to creating stunning landscapes. The use of green color symbolizes nature and growth, while the font choice emphasizes the brand’s elegance and sophistication.
2. Nature’s Design
Nature’s Design logo incorporates elements of both nature and design. The logo depicts a vibrant green tree with interconnected roots, symbolizing the connection between the brand and the environment. The stylized tree creates a sense of balance and harmony, while the use of bold fonts portrays the modern and creative approach of the company.
3. Evergreen Landscapes
The Evergreen Landscapes logo uses a timeless symbol – the coniferous evergreen tree. The simplicity of the logo and the earthy green color palette reflects the brand’s dedication to creating sustainable and environmentally friendly landscapes. The clean and bold fonts create a sense of trustworthiness and professionalism.
4. Outdoor Oasis
The Outdoor Oasis logo embodies the idea of creating a peaceful and relaxing outdoor space. The logo features a serene landscape with a clear blue sky and a vibrant green lawn. It conveys a sense of calmness and tranquility. The handwritten font choice adds a personal touch, emphasizing the brand’s commitment to creating personalized and tailored outdoor spaces.
Overall, these successful landscaping logos effectively use elements of gardens, plants, green colors, and nature to convey the message of the brand. Each logo has its unique design that captures the essence of the company it represents, making them memorable and recognizable in the competitive landscaping industry.
Trends in Landscaping Logo Design
As outdoor spaces become increasingly important in our lives, the demand for landscaping services is on the rise. With this growing demand, having a visually appealing and memorable logo has become crucial for landscaping businesses to stand out from their competition. In recent years, several trends have emerged in landscaping logo design that reflect the values of nature, beauty, and professionalism.
Many landscaping logos incorporate elements that represent the natural world. This includes imagery of trees, flowers, grass, and other outdoor elements. By using these nature-inspired elements, businesses can visually communicate their connection to the environment and their expertise in working with plants and gardens.
While nature-inspired elements are popular, minimalistic logo designs are also on the rise. These logos often feature simple, clean lines and a limited color palette. By opting for a minimalistic design, landscaping businesses can convey a sense of sophistication and modernity.
|Symbolizes nature, growth, and freshness
|Evokes trust, professionalism, and calmness
|Creates a sense of warmth and connection to the outdoors
When choosing a color scheme for a landscaping logo, it’s important to consider the emotions and associations that different colors evoke. Green, blue, and earthy tones are commonly used in landscaping logos to reflect the values of the industry.
Overall, landscaping logo design trends focus on capturing the essence of the outdoors, while also presenting a professional and contemporary image. By incorporating nature-inspired elements, embracing minimalistic design, and using appropriate color schemes, landscaping businesses can create logos that leave a lasting impression on potential clients.
Common Mistakes to Avoid in Landscaping Logo Design
Designing a logo for a landscaping business can be an exciting and creative process. However, there are some common mistakes that you should avoid in order to create a successful logo that accurately represents your brand and attracts customers. Here are some key mistakes to watch out for:
|Using too many plant or lawn elements
|Overly complex or intricate designs
|Ignoring the use of green color
|Not considering the target audience
|Using generic or overused symbols
|Forgetting to include the company name or initials
|Lack of balance or proportion
|Not testing the logo in different sizes and formats
|Copying or imitating other landscaping logos
|Using inappropriate fonts or typography
By avoiding these common mistakes, you can create a memorable and effective logo that showcases your landscaping business in a professional and attractive way. Remember to keep your logo design simple, visually appealing, and relevant to your industry and target audience.
Hiring a Professional Designer for Your Landscaping Logo
If you want to create a logo that represents your landscaping business effectively, it’s worth considering hiring a professional designer. While it may seem tempting to take on the task yourself, there are several benefits to working with a professional designer.
Expertise and Creativity
A professional designer has the skills and experience to create a unique and eye-catching logo for your landscaping business. They understand the principles of design and know how to effectively use colors, shapes, and typography to convey the right message. They will be able to create a logo that captures the essence of your business and stands out from the competition.
Time and Efficiency
Designing a logo takes time and effort. By hiring a professional designer, you can save yourself valuable time and focus on other aspects of your business. A professional designer will have a streamlined process and be able to deliver a logo that meets your requirements in a timely manner.
Professionalism and Branding
A professional designer will help you establish a more professional image for your landscaping business. They will take into account your target audience, market trends, and your business goals to create a logo that effectively communicates your brand identity. A well-designed logo will make a positive impression on potential clients and help establish your business as a trusted authority in the landscaping industry.
Investing in a professionally designed logo can have long-term benefits for your landscaping business. A well-designed logo will be more memorable and easily recognizable, helping to build brand recognition and customer loyalty. It can also be easily adapted for various marketing materials, such as business cards, websites, and signage, ensuring consistency in your branding efforts.
- When hiring a professional designer, make sure to look at their portfolio to ensure they have experience in creating logos for landscaping businesses.
- Communicate your ideas, goals, and preferences clearly to the designer to ensure they understand your vision.
- Work collaboratively with the designer, providing feedback and input throughout the design process.
In conclusion, hiring a professional designer for your landscaping logo can help you create a visually appealing and effective logo that represents your business accurately. It’s an investment that can pay off in the long run and help elevate your landscaping business to the next level.
Designing a Logo for a Landscaping Website or App
1. Incorporate Design Elements
The design of the logo should incorporate elements that are commonly associated with landscaping such as plants, trees, garden tools, or the silhouette of a landscape. These elements will help convey the purpose of the website or app and make it immediately recognizable to potential users.
2. Choose the Right Colors
Colors play a significant role in logo design as they can evoke specific emotions and associations. When it comes to landscaping logos, green is a natural choice as it represents nature, growth, and the outdoors. Consider using shades of green, alongside earthy tones such as brown, to create a harmonious and visually appealing logo.
3. Represent the Outdoor Experience
A logo for a landscaping website or app should evoke a sense of being outdoors and enjoying nature. Consider incorporating elements such as a lawn, garden, or a sun to represent the outdoor experience. These elements will help create a connection between the logo and the intended audience.
As you design the logo, keep in mind the overall aesthetic and branding of the website or app. The logo should be consistent with the style and tone of the platform to create a cohesive user experience. It should also be versatile enough to be used across different mediums, including website headers, mobile app icons, and social media profiles.
Remember that a well-designed logo can help establish a strong brand presence, attract users, and build trust. Take the time to explore different ideas, sketch out concepts, and experiment with different designs before settling on the final logo for your landscaping website or app.
|– Incorporate elements like plants, trees, and garden tools
|– Use green and earthy tones to represent nature
|– Include elements that evoke the outdoor experience
Protecting Your Landscaping Logo with Trademarks
When you’ve created a stunning logo for your landscaping business, it’s important to protect it with a trademark. Trademarks are legally registered symbols or words that signify the source of a product or service, and they can be a valuable asset to your business.
By trademarking your landscaping logo, you can prevent others from using a similar design that might confuse customers or dilute your brand. It gives you the exclusive right to use your logo in connection with your landscaping services, ensuring that you stand out from the competition.
To begin the trademark process, it’s important to conduct a thorough search to ensure that your logo is unique and doesn’t infringe on any existing trademarks. This will help you avoid potential legal disputes down the road.
Once you’ve determined that your landscaping logo is eligible for trademark registration, you can file an application with the appropriate intellectual property office. The application process typically involves submitting a description of your logo design, as well as information about your business and the services you provide.
It’s important to note that the registration process can take several months, and you might need to work with a trademark attorney to navigate the complexities of the application. They can help ensure that your application meets all the necessary requirements and increase your chances of a successful registration.
Once your landscaping logo is officially trademarked, you can use the ® symbol to denote your ownership and exclusive rights. This can help deter others from copying your logo and give your business a professional and trustworthy image.
In addition to trademark protection, it’s also important to safeguard your landscaping logo by using it consistently and prominently in your marketing materials and communications. This helps build brand recognition and strengthens your logo’s association with your landscaping services.
By taking the necessary steps to protect your landscaping logo, you can safeguard your brand identity and establish a strong presence in the industry. Remember, your logo is a representation of your business, so it’s worth investing the time and effort into protecting it.
Question and answer:
What are some important factors to consider when designing a landscaping logo?
When designing a landscaping logo, it is important to consider factors such as the color scheme, typography, imagery, and overall aesthetic that represent the company’s brand and services. It should be visually appealing, convey a sense of professionalism, and be easily recognizable.
What are some popular imagery options for landscaping logos?
Some popular imagery options for landscaping logos include trees, plants, flowers, grass, landscape designs, gardening tools, and outdoor scenes. These images can help convey the nature of the business and its services to potential customers.
How can I create a unique and memorable landscaping logo?
To create a unique and memorable landscaping logo, you can incorporate elements that are distinct to your company, such as a specific type of plant or tree that represents your brand or a custom graphic that symbolizes your services. It is also important to avoid using generic icons or cliché designs.
What are some color schemes that work well for landscaping logos?
Some color schemes that work well for landscaping logos include earthy tones such as greens, browns, and blues to represent nature and the outdoors. Additionally, using complementary colors or contrasting shades can create a visually appealing and eye-catching logo.
Should a landscaping logo include the company name?
It is recommended to include the company name in a landscaping logo as it helps with brand recognition and creates a visual association between the logo and the company. However, the way in which the name is displayed can vary – it can be incorporated into the logo design or placed next to it.
What is the importance of a logo for a landscaping business?
A logo is important for a landscaping business as it represents the overall brand and image of the company. It helps distinguish the business from competitors, creates a memorable impression on potential clients, and can evoke positive emotions or associations related to nature, beauty, and outdoor spaces.
What are some popular elements or symbols to include in a landscaping logo?
Some popular elements or symbols to include in a landscaping logo are trees, leaves, flowers, grass, mountains, or other natural elements. These symbols can be simple and abstract or more detailed and realistic, depending on the desired style and aesthetic of the logo.