Logo creation – A Step-by-Step Guide to Designing a Professional Logo

Logo design is a crucial aspect of a company’s visual identity and brand recognition. A well-designed logo not only represents a company but also communicates its values and aspirations to the target audience. Whether you are starting a new business or looking to revamp your existing logo, knowing how to create a compelling logo is essential.

Creating a logo involves combining elements of design and graphics to produce a unique and recognizable symbol for your company. The logo should be visually appealing, memorable, and able to convey the essence of your brand in a single glance. It should effectively represent your company’s values, mission, and vision.

To create a logo that resonates with your target audience, it is essential to understand the principles of logo design. Start by brainstorming ideas and concepts that reflect your company’s identity and mission. Consider the color scheme, typography, and imagery that align with your brand’s personality.

Once you have a clear vision in mind, start sketching rough drafts of your logo design. Experiment with different shapes, symbols, and fonts to find the perfect combination that represents your brand. As you refine your design, remember to keep it simple yet memorable. Avoid complex designs that may confuse or overwhelm your audience.

How to Create a Memorable Logo

A logo is an essential element of a company’s visual identity and branding. It is a graphic design that represents the company and helps create a lasting impression in the minds of customers and clients. Creating a memorable logo requires careful consideration of various factors.

1. Understand the Company: Before starting the logo design process, it is important to have a clear understanding of the company’s values, mission, and target audience. This will help in creating a logo that aligns with the company’s identity and resonates with its target audience.

2. Research and Inspiration: Conducting thorough research and gathering inspiration is crucial in creating a memorable logo. Analyze competitors’ logos, industry trends, and popular design styles to gain insights and generate ideas for your own logo design.

3. Simplicity is Key: A memorable logo is often simple and easy to recognize. Avoid cluttering the logo with excessive graphics or text. Opt for a clean design that communicates the essence of the company in a simple yet impactful manner.

4. Color Palette: Choose a color palette that matches the company’s brand identity and resonates with the target audience. Different colors evoke different emotions and have specific associations, so carefully consider the psychology of colors when selecting the colors for your logo.
5. Typography: Select fonts that are legible and complement the overall design of the logo. Typography plays a crucial role in conveying the personality and tone of the brand, so choose fonts that align with the company’s values and target audience.
6. Unique and Memorable: Make sure your logo stands out and is distinct from other logos in the industry. Aim for a unique and memorable design that captures the essence of the company. Avoid cliché or generic designs that blend into the sea of other logos.
7. Versatility: Create a logo that is adaptable and can be effectively used across different mediums and platforms. Consider how the logo will appear on various surfaces, such as websites, social media profiles, business cards, and promotional materials.
8. Test and Refine: Gather feedback from trusted individuals and stakeholders to further refine your logo. Test the logo’s effectiveness in different contexts and make necessary adjustments to enhance its impact and recognition.

By following these guidelines, you can create a memorable logo that effectively represents your company, communicates its values, and leaves a lasting impression on your target audience.

Research Your Target Audience

When creating a logo, it’s important to understand your target audience and their preferences. Conducting thorough research on your target audience can help you design a logo that resonates with them and effectively communicates your brand identity.

Understanding Branding and Visual Identity

Branding involves creating a unique identity for your company, which is reflected in all aspects of your business, including your logo. Your logo is a visual representation of your brand and plays a crucial role in establishing a strong and recognizable brand identity.

To create a logo that effectively represents your brand, it’s essential to understand your target audience’s preferences and expectations regarding visuals and design. Your logo should align with your brand’s overall character and messaging, ensuring consistency and coherence in the eyes of your audience.

Researching Your Target Audience

Before diving into the logo design process, take the time to research and understand your target audience. Consider demographics, such as age, gender, location, and interests, as these factors can significantly influence their design preferences.

You can conduct surveys, interviews, or use analytics tools to gather data and gain insights into your target audience’s preferences. Analyze your competitors’ logos as well to identify trends and patterns that may appeal to your target audience.

Once you have a clear understanding of your target audience’s preferences, use this knowledge to guide your logo design process. Create graphics and design elements that resonate with your audience and align with your brand values and personality.

Research Steps: Action
Step 1: Gather demographic data on your target audience.
Step 2: Analyze competitors’ logos for design inspiration.
Step 3: Conduct surveys or interviews to understand audience preferences.
Step 4: Use gathered insights to guide your logo design process.

By researching your target audience, you can create a logo that not only visually appeals to them but also effectively represents your brand, making it more memorable and recognizable.

Define Your Brand Identity

Before you can create a logo, it’s important to define your brand identity. Your brand is the unique combination of graphics, design, and messaging that sets it apart from others in the market. It’s what makes your business recognizable and memorable to your target audience.

When defining your brand identity, start by considering the values and goals that your business represents. What are the key characteristics that you want your brand to communicate? Is it modern and innovative? Classic and timeless? Fun and playful? Once you have a clear understanding of these attributes, you can begin translating them into visual elements.

The logo is one of the most important visual elements of your brand. It serves as a symbol that represents your business and communicates its identity to the world. A well-designed logo should be visually appealing, easy to recognize, and reflective of your brand’s personality.

In addition to your logo, your brand identity should also encompass other visual elements such as color palette, typography, and graphics. These elements should be consistent across all your marketing materials, creating a cohesive and unified look and feel.

Branding is a key aspect of marketing, as it helps build recognition and trust among your target audience. By defining your brand identity and creating a logo and other visual elements that accurately represent it, you are laying the foundation for a strong and memorable brand presence.

Choose the Right Color Palette

Creating a logo is about more than just designing a visual representation for your company. It’s about creating an identity and brand that resonates with your audience. One of the most important aspects of logo design is choosing the right color palette.

Colors have the power to evoke emotions and convey messages. When choosing colors for your logo, it’s important to consider the psychology of color and how it aligns with your company’s values and message. Each color has its own associations and can evoke different feelings in people.

Understanding Color Psychology

Colors can be broadly categorized into warm tones, cool tones, and neutrals. Warm tones, like red and yellow, tend to evoke feelings of energy, passion, and excitement. Cool tones, like blue and green, are often associated with calmness, trust, and reliability. Neutrals, like black and white, are versatile and can be used to create balance and contrast.

It’s important to consider the industry and target audience of your company when choosing colors. For example, a law firm may want to choose a more conservative color palette with blues and grays to convey trust and professionalism. On the other hand, a company in the creative or fashion industry may opt for bold and vibrant colors to stand out and convey a sense of creativity.

Creating a Harmonious Color Palette

When choosing colors for your logo, it’s important to think about the overall visual impact. A cohesive and harmonious color palette will create a polished and professional look, while clashing colors can give a disjointed and unappealing impression.

One way to create a harmonious color palette is to use a color wheel. Colors that are opposite each other on the color wheel, such as blue and orange, create a vibrant and complementary contrast. Colors that are adjacent to each other on the color wheel, such as blue and green, create a more subtle and harmonious combination.

Another approach is to choose a dominant color and then use complementary or analogous colors to create variation. This can help create depth and visual interest in your logo design.

When choosing colors, it’s also important to consider the practicality of reproduction. Some colors may look great on a computer screen, but can be difficult to reproduce in print or embroidery. It’s always a good idea to test and make sure your colors look good in different formats.

In conclusion, choosing the right color palette for your logo is an essential part of creating a visually appealing and impactful design. By understanding the psychology of color, considering your industry and target audience, and creating a harmonious color palette, you can create a logo that captures the essence of your brand and resonates with your audience.

Select Appropriate Fonts

When designing a logo for your company, selecting the appropriate fonts is crucial. Fonts play a significant role in creating a strong visual identity and conveying the right message to your audience.

Fonts can evoke different emotions and associations, so it’s important to choose fonts that align with your branding and company values. Consider the overall design and style of your logo, as well as the industry you’re in, to make the right font choices.

There are two main types of fonts: serif and sans serif. Serif fonts have small lines or accents at the ends of letters, which can create a more traditional and elegant look. Sans serif fonts, on the other hand, have clean lines and a more modern and minimalist appearance.

It’s essential to keep your logo design cohesive by selecting fonts that complement each other. Pairing a bold, attention-grabbing font with a more subtle and straightforward font can create a visually appealing contrast that captures the viewer’s attention.

In addition to choosing the right font styles, you should also consider legibility and scalability. Ensure that your selected fonts are easy to read, even at smaller sizes, to maintain brand recognition and accessibility.

Remember, your logo is a representation of your company’s brand. By selecting appropriate fonts, you can create a visually compelling design that effectively communicates your brand’s message and values.

Sketch Multiple Design Concepts

When creating a brand or visual identity for your company, it is important to create multiple design concepts before settling on a final logo. This allows you to explore different ideas and ensure that the chosen design effectively represents your brand.

Start by brainstorming ideas and gathering inspiration from various sources such as competitors, industry trends, and your company’s values. This will help you generate a range of concepts that align with your brand’s message and target audience.

Once you have a list of potential design ideas, begin sketching them out on paper or using graphic design software. This allows you to visualize your ideas and experiment with different shapes, fonts, colors, and graphics.

Consider the following when sketching your design concepts:

  • Typography: Explore different typefaces and lettering styles to find the one that best represents your brand’s personality and values.
  • Shapes and Symbols: Experiment with different shapes and symbols that relate to your industry or company’s unique selling points.
  • Color Palette: Test out different color combinations that evoke the desired emotions and align with your brand’s identity.
  • Graphics: Incorporate graphics that reinforce your brand’s message or visually represent your company’s products or services.

After you have sketched out multiple design concepts, step back and assess each one in terms of its effectiveness in communicating your brand’s message. Take into consideration factors such as simplicity, memorability, and scalability.

Once you have narrowed down your options to a few strong design concepts, seek feedback from others, such as colleagues, clients, or focus groups. This will provide valuable insights and help you make an informed decision on the best design for your brand.

Remember, the creation of a logo is an iterative process, so don’t be afraid to refine and revise your designs until you have a final logo that truly represents your brand and resonates with your target audience.

In conclusion

Sketching multiple design concepts is an essential step in the logo creation process. By exploring different ideas and incorporating various elements such as typography, shapes, colors, and graphics, you can create a visually appealing and effective logo that aligns with your brand’s identity and engages your target audience.

Incorporate Unique and Relevant Symbols

When it comes to creating a logo, incorporating unique and relevant symbols is crucial for creating a strong visual identity for your brand.

A logo is more than just a design that represents your company. It is a visual representation of your brand and your values. The use of symbols in your logo can help convey specific messages that resonate with your target audience.

It is important to choose symbols that are unique to your brand and industry. This will help avoid any confusion with other companies and ensure that your logo stands out. Additionally, the symbols you choose should be relevant to the products or services your company offers.

The use of symbols in logo design allows for a quick and memorable way to communicate your brand’s message. Symbols can evoke emotions and create a sense of familiarity with your target audience. For example, using a globe symbol may convey a sense of global presence, while using a cog symbol may suggest innovation and problem-solving.

When incorporating symbols into your logo, it is important to consider the overall branding strategy of your company. The symbols should align with the style and personality of your brand to create a cohesive visual identity.

Furthermore, it is essential to create a logo that is both visually appealing and functional. The symbols should be easily recognizable at different sizes and in various applications, such as print and digital media.

Benefits of Incorporating Unique Symbols in Your Logo

There are several benefits to incorporating unique symbols in your logo:

1. Memorable: Unique symbols help your logo stand out and make a lasting impression on your audience.
2. Differentiation: Having a unique symbol sets your brand apart from competitors and helps establish your brand identity.
3. Communication: Symbols can communicate complex ideas and emotions in a simple and concise way.
4. Versatility: By incorporating unique symbols, your logo can be easily adapted to different marketing materials and platforms.

Overall, incorporating unique and relevant symbols in your logo is essential for creating a strong visual identity and effectively communicating your brand’s message to your target audience.

Experiment with Different Typography

Typography plays a crucial role in logo design as it helps to convey the brand’s visual identity and enhance its overall branding. Choosing the right typography can make a significant difference in how your logo is perceived by your target audience. Therefore, it is important to experiment with different typography styles and find the one that best represents your brand.

When creating a logo, it is essential to consider the font, letter spacing, and overall style of typography used. The font should be in line with your brand’s persona and messaging. For example, if you are designing a logo for a luxury brand, you may want to use elegant and sophisticated typography, whereas a logo for a tech company may require a more modern and sleek font.

Letter spacing, also known as tracking, is another element of typography that can greatly impact the overall look of a logo. Experimenting with different letter spacing options can help you find the perfect balance between readability and visual appeal. You can try increasing or decreasing the spacing between letters to see how it affects the overall design of your logo.

Additionally, exploring different typography styles can give your logo a unique and memorable look. You can experiment with serifs, sans-serifs, script, or decorative fonts to find the perfect fit for your brand. Mixing and matching different typography styles can also create interesting visual contrasts that attract attention and make your logo stand out.

Benefits of Experimenting with Typography in Logo Design

  • Allows you to find the best typography style that represents your brand.
  • Helps you create a visually appealing and professional logo.
  • Enhances your brand’s identity and uniqueness.
  • Gives you the opportunity to stand out from competitors.
  • Allows you to cater to different target audiences.

Play with Shapes and Patterns

The use of shapes and patterns is a crucial aspect of creating a memorable and effective logo for your brand. Shapes have the power to convey specific messages and emotions, while patterns add depth and visual interest to your design.

When designing a logo, it’s important to consider the identity and values of your company. Think about what your brand represents and how you want it to be perceived. Are you a modern and innovative company? Then consider using sleek and geometric shapes to convey this message. Are you a playful and creative brand? In that case, whimsical and organic shapes might be more appropriate.

Patterns can also play a significant role in your logo design. They can add texture, repetition, and unify various elements. Patterns can help amplify your branding message and create visual consistency across different marketing materials. They can also create a sense of movement or depth, making your logo more dynamic and engaging.

Experiment with different shapes and patterns to find the perfect combination that reflects your company’s unique personality and values. Keep in mind that simplicity is often key in logo design. Aim for clean and easily recognizable shapes and patterns that will be instantly associated with your brand.

Ultimately, the goal is to create a logo that not only visually represents your brand but also leaves a lasting impression on your audience. By playing with shapes and patterns, you can create a logo design that perfectly encapsulates your brand’s identity and sets you apart from the competition.

Ensure Scalability and Versatility

When creating a logo, it is important to ensure its scalability and versatility. A logo should be able to be resized without losing its visual impact or becoming pixelated. This is particularly important for various applications, such as printing on different materials or displaying on digital platforms.

Scalability refers to the ability of a logo to maintain its visual integrity when resized. Whether it is being printed on a small business card or blown up on a billboard, the logo should be recognizable and clear. To achieve this, it is crucial to design the logo using vector graphics. Vector graphics are based on mathematical equations rather than pixels, allowing them to be scaled infinitely without any loss in quality.

Versatility, on the other hand, refers to the adaptability of a logo in different contexts and applications. A well-designed logo should be able to work across a variety of mediums, from print to web to promotional merchandise. It should be easily recognizable and retain its brand identity regardless of where it is used.

To ensure scalability and versatility, it is important to consider the overall design of the logo. Keep it simple and avoid too many intricate details that may become fuzzy at smaller sizes. Choose fonts and colors that can be easily legible and reproduced across different platforms. A logo that can be resized and adapted without losing its essence will enhance your company’s branding and visual identity.

Benefits of Scalable and Versatile Logos

Having a scalable and versatile logo offers several benefits for your company:

1. Consistency: A logo that can be easily resized and adapted ensures consistent branding across different mediums and applications.
2. Professionalism: A well-designed logo that maintains its visual impact in various sizes and contexts reflects the professionalism of your company.
3. Brand Recognition: A logo that is easily recognizable and consistent helps build brand recognition and recall among your target audience.
4. Flexibility: A scalable and versatile logo allows for flexibility in its usage, giving you the freedom to adapt it to different marketing materials and platforms.


Scalability and versatility are essential factors to consider when creating a logo. By designing a logo that can be easily resized and adapted without losing its visual impact, you ensure consistency, professionalism, brand recognition, and flexibility for your company’s branding and visual identity.

Test the Logo in Different Sizes

Once you’ve created a logo for your company, it’s important to test it in different sizes to ensure that it remains visually appealing and legible across various mediums. Graphics that look great on a large screen may appear distorted or pixelated when scaled down, so it’s crucial to verify the logo’s readability at smaller sizes.

Start by testing the logo in different sizes on a computer screen. Open the logo file in an image editing software and resize it to various dimensions. Pay attention to how the logo elements and text appear when reduced in size. Ensure that the overall design remains intact and that all details are still discernible.

Next, print the logo at different sizes and evaluate its visual impact. A logo that looks clear and sharp on a computer screen may not have the same effect when printed on various materials, such as business cards or billboards. Consider printing the logo in both color and black and white to gauge its versatility.

Another important factor to consider is the logo’s legibility when viewed from a distance. Enlarge the logo and assess its readability from different distances. A well-designed logo should still be recognizable and convey the company’s brand identity even at a significant distance.

By testing your logo in different sizes, you can ensure that it maintains its visual integrity and communicates the desired brand message across various platforms and mediums. This is an essential part of the logo creation process to create a strong and consistent branding for your company.

Get Feedback from Peers and Clients

Once you have created a logo design, it is important to gather feedback from your peers and clients. This feedback will help you to refine and improve your design, ensuring that it accurately represents the identity and branding of the brand you are working with.

Start by sharing your logo design with other graphic designers and professionals in the industry. They can provide valuable insights and suggestions based on their experience and expertise. Ask for their opinion on the overall design, the use of colors and typography, and the effectiveness in conveying the desired message.

Additionally, seek feedback from your clients, including those who have a deep understanding of their brand. They can give you valuable insights into how well your logo design aligns with their branding goals and target audience. Consider their input on colors, shapes, and symbols used in the logo, and listen to their opinions on the overall visual impact.

Consider the following tips when gathering feedback:

  • Be open to criticism: Feedback is meant to help you improve, so don’t take it personally. Embrace constructive criticism and use it to make your logo design better.
  • Ask specific questions: Instead of asking for general feedback, ask specific questions about certain aspects of your design. This will help you get more targeted and actionable feedback.
  • Take notes: During feedback sessions, write down important points and suggestions. This will help you keep track of the feedback and make it easier to implement changes later.

Remember, the goal of gathering feedback is to create a logo design that effectively represents the brand and resonates with its target audience. By seeking feedback from peers and clients, you can ensure that your logo design meets their expectations and aligns with their vision.

Refine and Fine-tune the Design

Once you have created a logo that aligns with your visual identity and represents your company or brand, it’s time to refine and fine-tune the design to ensure its effectiveness.

Get Feedback

Before finalizing your logo design, it’s essential to gather feedback from various sources. Share your design with your team members, clients, or target audience and ask for their honest opinions. Pay attention to their suggestions and criticisms, as they can provide valuable insights on how to improve your logo.

Consider conducting surveys or focus groups to gather a larger sample size of feedback. This will help you understand different perspectives and preferences, allowing you to make informed decisions during the refinement process.

Make Iterations

Based on the feedback received, make necessary iterations to your logo design. Take a critical look at each element of the logo and evaluate its effectiveness. Does the design communicate your brand’s message clearly? Is it memorable and distinguishable? Are the colors and typography cohesive with your brand identity?

Experiment with different variations of your logo, such as adjusting the size, shape, or placement of elements. Consider how it looks in different formats and sizes, including both digital and print applications. Test your logo against different backgrounds to ensure visibility and legibility.

Don’t rush this stage – take the time to consider each suggestion and make thoughtful revisions. Remember, a well-refined logo design can significantly contribute to the success of your branding efforts.

In conclusion, refining and fine-tuning the design of your logo is an integral part of the logo creation process. By seeking feedback and making thoughtful iterations, you can create a logo that effectively represents your brand and resonates with your target audience.

Leverage Negative Space

In logo design, negative space refers to the space around and between the elements of a logo. This is an essential concept to understand when creating a logo, as it can be used to create a strong and memorable visual identity for a company or brand.

By strategically using negative space in a logo, designers can create a logo that is not only visually appealing, but also communicates a message or reinforces a brand’s values. This can be achieved by using negative space to create hidden imagery or symbolism, adding depth and complexity to the logo.

Using negative space effectively in logo design requires careful consideration of the overall composition and balance of the logo. It is important to ensure that the negative space does not overpower the positive elements of the logo, but rather complements and enhances them.

Furthermore, leveraging negative space can also help create a clean and minimalist design, which is a popular trend in modern logo design. By simplifying the logo and using negative space creatively, designers can create a logo that is impactful and memorable.

Overall, leveraging negative space in logo design is a powerful technique that can help create a unique and visually appealing logo that effectively represents a company or brand. By understanding the principles of negative space and how to use it effectively, designers can create logos that stand out and make a lasting impression.

Consider Mobile-Friendly Design Elements

In today’s digital age, it is essential for every business to have a strong online presence. One of the key components of creating a successful online identity for your brand or company is through the use of graphics and visual design elements, particularly in the form of a logo. However, with the increasing number of mobile users, it is important to consider mobile-friendly design elements when creating a logo.

When crafting your logo, keep in mind that it will be viewed on various devices with different screen sizes. Therefore, it is crucial to ensure that your logo remains legible and visually appealing on smaller screens such as smartphones and tablets.

1. Simplify Your Design

Creating a logo that is simple and uncomplicated can significantly improve its mobile-friendliness. Complex and intricate designs may lose their impact and legibility when scaled down for smaller screens. Therefore, opt for a clean and minimalistic design that will translate well across different devices.

2. Resize and Optimize

Another important aspect of mobile-friendly logo design is proper resizing and optimization. Be sure to test your logo on various devices and screen sizes to ensure that it remains clear and legible. Additionally, optimizing your logo for faster loading times will enhance the user experience, especially on slower mobile connections.

  • Utilize vector graphics to maintain crispness and avoid pixelation.
  • Consider the file size of your logo to prevent slow loading times.
  • Use appropriate color contrasts to ensure readability on small screens.

By considering these mobile-friendly design elements, you can create a logo that effectively represents your brand and maintains its impact across different devices. Remember, a well-designed and mobile-friendly logo can make a lasting impression on your target audience and contribute to the overall success of your branding efforts.

Choose the Right File Format for Your Logo

When you create a visual brand identity, your logo design becomes one of the most important graphics to consider. Your logo will be used across various platforms and mediums, so it’s crucial to choose the right file format to ensure its versatility and quality.

There are several common file formats for logos, each with its own advantages and disadvantages. The most commonly used file formats for logos include:

1. JPEG (Joint Photographic Experts Group): JPEG files are widely supported and are suitable for web use or digital printing. However, they can lose quality with compression, so they may not be ideal for logo designs that require high-resolution or detailed graphics.

2. PNG (Portable Network Graphics): PNG files support transparent backgrounds, making them excellent for web and graphic design. They preserve quality and can accommodate intricate logos. However, they tend to have larger file sizes, which may affect loading times on websites.

3. PDF (Portable Document Format): PDF files are versatile and widely used for various purposes, including printing, document exchange, and logo distribution. They are scalable and can maintain their quality across different devices and screens. However, they might not be suitable for web-based usage.

4. SVG (Scalable Vector Graphics): SVG files are ideal for logos with complex or scalable designs. They are resolution-independent, meaning they can be resized without loss of quality. SVG files are widely compatible and well-suited for web use, allowing your logo to look crisp and sharp on any device.

When choosing the right file format for your logo, consider the purpose and usage of your design. If you’re unsure, it’s recommended to create multiple file formats to accommodate various platforms and media types.

Remember, your logo represents your brand identity, so it’s essential to ensure it looks its best in any format.

Question and answer:

What is a logo and why is it important for a business?

A logo is a graphic representation of a company or brand that helps create a visual identity. It is important for a business because it helps customers recognize and remember the brand, differentiate it from competitors, and create a positive impression.

Do I need any specific design skills to create a logo?

No, you don’t need any specific design skills to create a logo. However, having basic knowledge of design principles and access to design software can be helpful. If you’re not confident in your design abilities, it’s always a good idea to seek the help of a professional designer.

What are some tips for creating an effective logo?

Some tips for creating an effective logo include keeping it simple, using colors that reflect the brand’s personality and values, ensuring it is scalable and recognizable at different sizes, and making sure it is unique and memorable.

Should I consider hiring a professional logo designer?

Considering hiring a professional logo designer can be beneficial if you want a high-quality and unique logo that effectively represents your brand. Professional designers have the necessary skills and experience to create a logo that aligns with your brand’s identity and resonates with your target audience.

What are the different types of logos?

There are several different types of logos, including wordmarks (logos that consist of the brand’s name in a stylized font), pictorial marks (logos that use a symbol or graphic element to represent the brand), abstract marks (logos that use an abstract shape or design to represent the brand), and combination marks (logos that combine both text and a symbol or graphic element).

Why is a logo important for a business?

A logo is important for a business because it helps to establish its identity and make it easily recognizable to customers. It can convey the company’s values, products or services, and create a strong brand identity.