Types of logos & which to choose (no-BS guide)
Wordmarks, lettermarks, pictorial and abstract symbols, combination marks: what each type of logo does well, and which one is right for your brand.
14 min read
Identity
Names, logos and design: what each one does, how to choose, and what changing them risks.
More identity articles
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The business value of design (for startups & small businesses)
Design adds value to a small business in two ways: more revenue (trust, perceived value, conversion) and lower costs (design systems, repeatable process).
11 min read
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The halo effect in marketing
A single strong signal, like good design or a hero product, lifts how people judge the rest of a brand. How to use the halo effect, and when it backfires.
9 min read
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How to choose a good brand name for your business
A good business name is easy to say and spell, means the right thing, and can be trademarked. Here’s how to find one, step by step.
20 min read
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9 risks when changing your brand name
The nine real risks of renaming a business, from staff pushback and lost search traffic to trademark trouble, and how to reduce each one.
10 min read
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