Here’s What To Include In A Logo Package

As a designer, delivering a professional logo package is just as important as creating the logo itself. A well-organized logo package ensures your client has every file format they’ll need for various applications, from business cards to billboards.

Here’s an example of an email you might be getting from your clients, if they can’t find a logo file they need:

So let’s break down exactly what should be included in a comprehensive logo package, in order to avoid unnecessary back-and-forth…

Logo Variations: The Core Components

Every logo package should start with four essential logo variations, also called logo lockups.

1. Horizontal Logo: The primary logo layout, perfect for website headers and marketing materials where horizontal space is abundant.
2. Vertical Logo: A stacked version of the logo, ideal for square social media profiles or situations where vertical space is preferred.
3. Brandmark: The iconic element of your logo (typically the symbol) without the company name, perfect for favicons or small-scale applications.
4. Wordmark: The company name on its own, useful when the brand is already well-established or when the symbol wouldn’t work at certain sizes.

Color Versions: Ensuring Versatility

Each logo variation should be provided in four color versions (at least).

1. Full Color: Your logo in its primary brand colors, representing the ideal version for most applications.
2. Inverse: The logo reversed out on a colored background, maintaining brand consistency across dark backgrounds.
3. Black: A solid black version for monochrome printing and situations where color isn’t possible.
4. White: A pure white version for dark backgrounds and special applications.

PS. Sometimes your inverse logo variation won’t be all-white, so it won’t be the same as white on black.

File Formats: Digital and Print Ready

Your clients will need files for both print and digital, vector and raster.

Print Formats

• AI (Adobe Illustrator): The original, editable working file that professional designers can modify if needed.
• PDF: A universal vector format that anyone can view and print professionally.
• EPS: A versatile vector format compatible with various design software.

Digital Formats

• PNG: Perfect for digital use with transparency, ideal for websites and presentations.
• SVG: A scalable vector format specifically optimized for web use.
• JPG: A compressed format suitable for general digital purposes where transparency isn’t needed.

Folder Structure: Keeping It Organized

Organization is key to a professional logo package. Here’s how to structure your files:

Under each variation folder, include the appropriate color versions and file formats. This hierarchical structure makes it easy for clients to find exactly what they need.

Best Practices for Delivery

1. Use Clear Naming Conventions: Name your files consistently and logically (e.g., “CompanyName_Horizontal_FullColor_RGB.pdf”).
2. Include Documentation: Provide a brief guide explaining when to use each file format and variation.
3. Compress Files: Package everything in a zip file to maintain organization and reduce file size for easy sharing.
4. Use Cloud Storage: Consider using services like Dropbox for delivering large file packages professionally.

Final Thoughts

A well-organized logo package demonstrates professionalism and saves time for both you and your client. It prevents future back-and-forth requests for different file formats and ensures your logo can be used effectively across all applications.

Remember—Your client may not be familiar with different file formats or when to use them!

That’s why including a simple readme file explaining the contents of the package and their intended uses can be incredibly helpful.

By following this structure, you’ll provide your clients with everything they need to successfully implement their new brand identity across any platform or medium they might encounter.

Need help with branding?

I’m a logo & web designer based in NYC. Check out my portfolio and schedule a call if you need help with your branding.

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Whether you’re considering a subtle refresh or a complete overhaul, these before-and-after transformations will give you practical insights into the logo redesign process.

Why Consider a Logo Redesign?

Before we dive into the examples, let’s talk about why you might need a logo redesign.

Maybe your current logo was designed years ago, perhaps even by yourself when you were just starting out.

Now, as your business has grown, you might be realizing it doesn’t quite match the level of professionalism your brand deserves.

Here are some common signs that it’s time for a logo update:

• Your logo doesn’t scale well on different devices or platforms, making it hard to read on mobile screens or social media
• The design feels outdated or amateur compared to your competitors
• Your business has evolved, but your logo still reflects your old brand identity
• The typography feels dated or doesn’t align with your current brand personality
• Your color palette lacks versatility across different media
• The overall design has technical limitations that affect its usability
• Your brand has expanded and needs a more sophisticated visual system

Types of Logo Redesigns

Before we look at specific examples, it’s important to understand that there are two main approaches to logo redesign:

1. Logo Refresh

This is when we keep the core elements of your existing logo but improve the execution.

It’s perfect when you have strong brand recognition but need to modernize your look.

Think of it as giving your logo a professional polish while maintaining its familiar feel.

2. Complete Rebrand

This approach involves creating an entirely new logo, usually when your business has significantly evolved or when the existing logo doesn’t serve your brand’s needs anymore.

It’s more dramatic but can be necessary for major brand transformations.

Real Before & After Examples from My Portfolio

Let me walk you through some actual logo redesigns I’ve done for some of my clients (also see my full portfolio).

Here are my favorites because they perfectly illustrate how to fix a logo.

These examples will show you how thoughtful changes can transform your brand’s visual identity.

1. Focal PM: From Good to Great

When Focal PM, a project management consultancy in Greece, approached me, they had a decent logo that needed refinement.

The challenge was to maintain their brand recognition while improving the technical aspects of their design.

What we improved:

• Strengthened the “focal” effect in the symbol
• Enhanced typography for better readability
• Adjusted proportions and spacing for better balance
• Refined the blue color palette for more impact
• Enlarged and capitalized “Project Managers” text for improved hierarchy

The result was a more professional, polished look that maintained their core identity while working better across all applications. This is a perfect example of how small, strategic changes can make a big difference in brand perception.

2. Lyntics: Modernizing Tech Branding

Lyntics, a German SaaS company, needed their logo to better reflect their sophisticated data analytics offering.

This was a perfect example of how subtle changes can create significant impact.

Our improvements included:

• Refined the existing four-part symbol that represents teamwork
• Enhanced the color gradients for a more modern feel
• Improved typography for better digital presence
• Created a more cohesive visual system
• Developed a comprehensive brand strategy to support the new look

The updated design better represents their cutting-edge technology while maintaining the core concept of their original logo.

3. AMI Corp: Strategic Evolution

For AMI Corp, a real estate company in India, the goal wasn’t just to update their logo but to create a comprehensive brand architecture.

This project shows how a logo redesign can be part of a larger strategic evolution.

We focused on:

• Refining the existing logo’s proportions
• Developing a new brand architecture for sub-brands
• Creating consistent guidelines for all applications
• Maintaining market recognition while signaling growth
• Designing a comprehensive style guide for future brand consistency

4. Medihuanna: Professional Transformation

Medihuanna, an accredited medicinal marijuana education provider in Sydney, needed a complete rebrand to convey professionalism and credibility in their industry.

The transformation included:

• Creating a new, sophisticated wordmark
• Removing generic industry symbols
• Implementing a refined color palette
• Developing a complete brand identity system
• Establishing a more professional market presence

5. SweetGrass: Elevating the Brand

For SweetGrass, a cannabis dispensary in Mississippi, we created an upscale brand identity that would stand out in their market.

Key improvements included:

• Designing a custom wordmark with Art Deco influences
• Creating a stylized grass symbol
• Implementing a luxury-focused color palette
• Developing secondary patterns and design elements
• Building a comprehensive brand system

How to Approach Your Logo Redesign

Based on these examples, here are some key principles to consider for your own logo redesign:

1. Keep What Works: Don’t change everything just for the sake of change. If certain elements of your logo have strong brand recognition, consider refining rather than replacing them.
2. Focus on Functionality: Your updated logo should work seamlessly across all platforms and sizes. This often means simplifying complex elements while maintaining your brand’s character.
3. Think Long-Term: Avoid trendy designs that might look dated in a few years. Aim for timeless elements that will grow with your brand.
4. Consider Your Brand Story: Your logo redesign should reflect your company’s evolution while staying true to your core values and mission.
5. Plan for Versatility: Ensure your new logo works across all applications, from business cards to billboards.
6. Maintain Balance: Pay attention to proportion, spacing, and visual hierarchy in your new design.

Elements to Consider in Your Redesign

When updating your logo, pay attention to these specific elements:

Typography

• Font choice and style
• Letter spacing and kerning
• Weight and proportion
• Readability at different sizes

Color

• Primary and secondary palette choices
• Color psychology and industry relevance
• Digital and print compatibility
• Gradient usage (if applicable)

Symbol/Icon

• Simplicity and recognition
• Scalability
• Relationship to typography
• Cultural relevance and meaning

Composition

• Balance and hierarchy
• Negative space usage
• Flexibility for different formats
• Overall harmony

Common Questions About Logo Redesign

How Much Should I Change?

It depends on your goals and current brand equity. Sometimes a subtle refinement (like in Focal PM’s case) is all you need. Other times, a complete overhaul might be necessary if your brand has significantly evolved.

How Long Does a Redesign Take?

Typically, a professional logo redesign takes 2–4 weeks, including:

• Initial research and analysis
• Concept development
• Design refinement
• Client feedback and revisions
• Final file preparation

What Should I Budget?

Professional logo redesigns can range from $1,000 to $5,000+, depending on:

• Project scope and complexity
• Deliverable requirements
• Brand strategy needs
• Timeline requirements
• Industry standards

How Do I Know Which Approach to Take?

Consider these factors:

• Current brand recognition
• Market position
• Business goals
• Industry trends
• Technical requirements

The Redesign Process

When I work with clients on logo redesigns, we follow a structured process:

1. Discovery Phase

• Analyzing current brand assets
• Understanding business goals
• Researching market position
• Identifying target audience

2. Strategy Development

• Defining design objectives
• Creating design brief
• Setting project parameters
• Establishing success metrics

3. Design Phase

• Sketching initial concepts
• Developing digital versions
• Refining selected direction
• Creating variations

4. Implementation

• Preparing final files
• Creating usage guidelines
• Developing application examples
• Planning rollout strategy

Ready to Update Your Logo?

As a branding expert with years of experience working with clients worldwide, I can guide you through the process of transforming your logo into something that truly represents your brand’s value and vision.

👉 Check out my new product: “Fix Your Logo”.

However, if your logo need a fundamental update—Let’s discuss your project!

Schedule a free consultation call with me, and we can talk about:

• Your current logo challenges
• Your brand goals and vision
• How we can work together to create a logo that elevates your brand
• Timeline and budget considerations
• Next steps in the process

Don’t let an outdated logo hold your business back!

For more content on logo design and branding, visit my my blog.

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Arek Dvornechuck

This is the ultimate list of online brand strategy courses for creatives who want to become strategists or CEO’s who want to build a brand the strategic way.

If you’re a designer, go beyond making it look pretty — learn how to develop brand strategy from the ground up with my list of top strategy courses.

If you’re a consultant who is onboarding a new client and you don’t take the time to understand the business behind it, the target audience, the appropriate tone of voice and messaging, then you’re just doing disservice to your client.

Similarly if you’re an entrepreneur who dismiss brand strategy and jumps straight into logo & brand identity design, then will most likely end up confused, not even mentioning potential business failure.

What is the goal of brand strategy?

The goal of brand strategy is to focus all your visual, verbal and conceptual thinking on design solutions that will help you client achieve your business and marketing objectives.

That’s why you need to get clarity on key aspects of branding in order to be able to make decisions that are “on brand”.

Here’s my list of the top 15 best courses to learn brand strategy online (developed by top brand strategists).

PS. Also check out my list of other resources on brand strategy (books, podcasts, blogs etc.)

What is brand strategy

Brand strategy is basically bridging the gap between the business and design

Brand strategy is the foundation for building a strong brand.

Your goal as a brand strategist is to go above and beyond just making your brand look pretty — you need to make it work.

Developing brand strategy will help you learn as much about the business as possible, so that you can propose the best possible creative solutions.

But if you don’t go into your project with some sort of a strategy, you will most likely get a lot of push back from your client.

And you and your clients will be very subjective, saying something like: “I don’t like blue” — then it becomes a very difficult conversation.

So when you don’t do the strategy it becomes very subjective and more of an art critique.

That’s why business solutions that have both rationale and creative parts at their core are essential to differentiating you and your work from the pack.

So without further ado — let’s look at some of the best brand strategy courses available online.

1. Brand Strategy Kit by Arek Dvonerchuck

I humbly feature my own brand strategy course as the first best branding course on my list.

This course teaches you the best techniques I have learned in the past 20 years of branding.

My Brand Strategy Kit offers a comprehensive guide to mastering brand strategy and advancing your career with practical tools I use daily with my clients at Ebaqdesign.

Brand Strategy Kit by Arek Dvonerchuck

Cost: $199 | Length: 2 hours 45 min | By: Arek Dvonerchuck

This kit includes an 89-page guidebook, 13 video tutorials, and fillable worksheets that you can customize for your agency.

It has step-by-step guidance for both in-person and remote workshops, along with a facilitator’s script and presentation templates.

You also get access to a Book of Prompts for AI chatbots like ChatGPT, that can help you with your branding.

I highly recommend this course for logo designers, studio owners, freelancers, brand strategists, creative directors, entrepreneurs, marketers, web designers, and students.

Check out this video tutorial on youtube, which is a preview of me running one of the branding exercises.

If you’re looking for a brand strategy course with expert knowledge, the Brand Strategy Kit is the perfect choice for you.

2. WHY Discovery Course by Simon Sinek

Simon Sinek is the author of the bestselling book Start With Why and the more practical version Find Your Why — a written version of his online course.

A practical guide for discovering purpose for you and your team.

This course is designed to help you find words to express what truly inspires you.

WHY Discovery Course by Simon Sinek

Cost: $250 | Length: 2 hours minimum | By Simon Sinek

Simon’s course is based on the concept of Golden Circle which he explains is grounded in the biology of human decision making.

This easy-to-follow guide starts with discovering your personal WHY, and then expands to articulating your organization’s WHY.

So whether you’re a CEO or a team, these simple steps will lead you on a path to a more fulfilling life and long-term success for you and your brand.

Over 16,000 people have become students of this course.

This online course costs only $250 and contains short and actionable videos together with worksheets to help you implement what you learn right away.

I strongly recommend this course for all CEO’s and teams who either start a new business/brand or go through a rebrand process.

PS. I based the Brand Purpose exercise of my Strategy Guide on the Simon’s concept of Golden Circle.

3. StoryBrand by Donald Miller

Donald Miller is a New York Times bestselling author and CEO of StoryBrand and he has helped over 10,000 businesses clarify their message.

An online course to help you create a clear message that works.

In this course, he’ll help you clarify your company’s message so customers pay attention and respond.

StoryBrand by Donald Miller

Cost: $275 | Length: 28 Videos, 20 hours | By Donald Miller

Donald’s course is based on his proprietary storytelling framework described in more detail in his books StoryBrand and the most recent Marketing Made Simple.

His 7-step messaging framework goes like this:

“A character who wants something encounters a problem before they can get it. At the peak of their despair, a guide steps into their lives gives them a plan, and calls them to action. That action helps them avoid failure and ends in a success.”

Although this is not a typical brand strategy course but a messaging framework, it’s worth mentioning because messaging is a big part of developing a sound brand strategy.

You will learn how to use words to tell a compelling brand story and position your brand as a guide and solution to your customer’s problems and pain points.

In this course, you’ll get access to a free online tool (worksheets) that guides you through the implementation process step-by-step.

I highly recommend this course for anyone working on website copy, email sequences and sales letters.

PS. I based my Storytelling Guide on the Donald’s StoryBrand framework.

4. Designing Strategy by IDEO U

IDEO is an award-winning global design company that created IDEO U (University) to teach the methods and mindsets they have been practicing for decades.

A human-centered, design thinking approach to help organizations innovate and grow.

In this course, you’ll learn a process that will help you create and take action on a strategy for your business, team, or organization.

Designing Strategy by IDEO U

Cost: $799 | Length: 4 hours / week, 5 weeks | By IDEO U

The lessons in the IDEO’s brand strategy course are designed to challenge assumptions and provoke new ways of working.

You’ll learn from esteemed practitioners who apply these methods every day in their own work.

By combining rigor and creativity, you can both analyze the world as it is and imagine how it could be better.

You’ll follow repeatable steps that are both human-centered and business-focused.

The course is mainly addressed to business owners to help them with choosing what to do and what not to do.

However, also as a creative you can benefit from this course — it will teach you the process IDEO goes through with their clients, so you can use it in your creative practice.

5. The Brand Strategy Sprint by Scott Galloway

Scott Galloway is an entrepreneur, author, and renowned NYU Professor of Marketing who is known for his course called “The Brand Strategy Sprint”.

An intensive learning experience to help you understand the strategies that drive a brand’s value.

‍In this course you will learn everything from how to improve a firm’s value proposition to how to outmaneuver the competition.

Strategy Sprint by Scott Galloway

Cost: $83 per month | Length: 2 weeks | By Scott Galloway.

The Brand Strategy Sprint is a two week intensive workshop done completely online.

You learn frameworks and step-by-step techniques to put this knowledge into practice.

The course focuses around 8 winning strategies of the most innovative and valuable firms in the world (case studies).

Most importantly you will learn by doing, with discussion groups, active Slack discussions, prompts, and opportunities to collaborate with peers.

What makes it different from other courses listed above is that this one (similarly to Donald’s $995 option) is an interactive learning experience.

The classes are designed for mid-to-senior level professionals working full-time, whether it be CEO’s and leaders, or creative professionals.

What’s unique — you’ll also get access to private Slack community with 200+ fellow professionals and community of 1000+ from companies like Walmart, Allstate, Bain, Everlane, Macy’s, Google, Vanguard, and more.

6. Brand Strategy Class by Mark Pollard

Mark Pollard is the CEO at Mighty Jungle and an author of this beginner level course on Skillshare.

A beginners course to building brands the strategic way.

In this short (and cheap) course you will learn the absolute basics of how to create a brand that can stand the test of time.

Brand Strategy Class by Mark Pollard

Cost: $32/m | Length: 1.5hours | By: Mark Pollard

This brand strategy course is probably the most basic and definitely the cheapest option from my list.

Mark breaks down every brand into three categories:

• Product-centric
• Customer-centric
• Vision-centric

Next he presents you with frameworks to understand how brands can develop and thrive within each category.

You’ll be able to download a worksheet to follow along and learn how to develop a single-page brand strategy.

Whether you’re a creative who wants to level up, or a business owner / entrepreneur this class will help you understand the fundamentals of brand building.

7. Introduction To Brand Strategy by Alejandro Pascalis

Alejandro Pascalis is a well-known brand strategist with over 10 years of experience and “Introduction to Brand Strategy” is his best-selling course.

A course that equips you with the tools to create comprehensive branding strategies.

This is a great brand strategy course for graphic designers, entrepreneurs, and anyone keen on mastering brand strategy, even if you don’t have any previous experience.

Introduction To Brand Strategy by Alejandro Pascalis

Cost: $59.99 | Length: 2 hours 45 min | By: Alejandro Pascalis

It highlights the importance of understanding brand perception, user experience, and key brand elements like symbols and names.

Pascalis focuses on users and brands, showing how strategic solutions benefit both.

You’ll also gain hands-on experience through practical exercises like creating a brand name, designing a logo, and defining brand identity contact points in it.

By the end of this program, you will be proficient in crafting well-thought-out value propositions.

Overall, Introduction to Brand Strategy is a great course for you if you want to create effective branding strategies that add significant value to your clients.

Continue rading this article on my blog at:
https://www.ebaqdesign.com/blog/brand-strategy-courses

15 Best Brand Strategy Courses in 2024

In today’s competitive startup landscape, having a strong brand identity isn’t just nice to have… — It’s a must!

It is truly essential for standing out and connecting with your target audience.

Here’s an in-depth look at nine exceptional branding agencies that have proven track records working with startups and scaling companies.

1. The Branx

The Branx has made a name for itself by crafting memorable brand identities for emerging tech companies.

Their portfolio showcases work with innovative startups like docStribute and Astrum, demonstrating their ability to translate complex tech propositions into clean, approachable brand identities.

What sets them apart is their minimalist approach to design, creating brand systems that can scale alongside rapidly growing startups.

Their work often features bold typography and stark contrasts that help young companies appear established and trustworthy from day one.

Notable Startup Projects:

• docStribute
• North
• Siddha

2. Ramotion

Ramotion has become a go-to agency for tech startups looking to make a splash in crowded markets.

Their work with companies like Stripe and Volusion showcases their ability to create sophisticated brand identities that resonate with both B2B and B2C audiences.

Their strength lies in creating cohesive design systems that work seamlessly across digital platforms — essential for modern startups.

They excel at combining striking visuals with functional design elements that support rapid growth.

Notable Startup Projects:

• Citrix
• Stripe
• Volusion

3. Wolff Ollins

While known for working with large enterprises, Wolff Ollins has a special division dedicated to startups and scale-ups.

They bring their enterprise-level expertise to younger companies, helping them build brands that can compete with established players.

Their approach focuses on creating distinctive visual languages that help startups stand out in their respective industries.

Their portfolio demonstrates expertise in financial services and tech startups, with a particular strength in creating brands that convey trust and innovation.

Notable Projects:

• Lloyds (Banking/Fintech focus)
• Various tech startups

4. Pentagram

Pentagram brings decades of design expertise to startup branding, with a particular focus on helping companies in arts, culture, and civic spaces.

Their multidisciplinary approach means they can handle everything from logo design to environmental graphics — perfect for startups planning comprehensive brand rollouts.

Their work often features sophisticated typography and clever visual systems that give startups a premium feel while maintaining approachability.

Notable Work Types:

• Arts & Culture
• Banking & Finance
• Civic & Public
• Design & Architecture

5. Motto

Motto specializes in helping startups tell their stories through strategic brand design.

Their portfolio shows particular strength in creating human-centered brands that connect emotionally with users.

Their “Jobs for the people” project exemplifies their ability to create brands that speak directly to their target audience while maintaining a professional edge.

Key Strengths:

• Human-centered design
• Digital-first branding
• User interface design

Continue reading this article on my website at:
https://www.ebaqdesign.com/gear/startup-branding-agencies

Top 9 Branding Agencies for Startups

As a startup founder, building a strong brand identity isn’t just about having a nice logo…

It’s about creating a foundation that will support your company’s growth and connect with your target audience.

I’m a branding expert based in NY, and after working with numerous startups—I’ve refined my process for creativity and efficienty.

In this article, I’ll walk you through a proven 7-step branding process that’s specifically adapted for startups, explaining how each phase helps build a brand that can scale with your company.

The 7-Step Startup Branding Process Overview

1. Discovery & Strategy
2. Market Research
3. Concept Development
4. Visual Exploration
5. Design Execution
6. Presentation & Refinement
7. Implementation & Growth

1. Discovery & Strategy

Unlike established businesses, startups often need to define their core identity while developing their brand. This makes the discovery phase crucial.

Key Activities:

• Conduct a focused strategy session with founders
• Define your startup’s mission, vision, and values
• Identify your unique value proposition
• Map out your target audience personas
• Establish your brand positioning

Pro Tip: Don’t skip this phase, even if you’re eager to get to the visual elements. Your brand strategy will guide every decision moving forward and help you pivot more effectively as your startup evolves.

2. Market Research

For startups, standing out in the market while remaining credible is crucial. This phase helps you achieve both.

Focus Areas:

• Analyze direct and indirect competitors
• Identify market gaps and opportunities
• Study successful brands in your space
• Research your target audience’s preferences
• Examine industry design trends

Remember: As a startup, you need to look professional enough to compete with established players while being distinctive enough to capture attention.

3. Concept Development

This is where we start transforming strategy into tangible ideas. For startups, it’s essential to develop concepts that can evolve with your company.

Process Steps:

• Brainstorm keywords and associations
• Create mood boards
• Develop initial brand personality traits
• Draft preliminary messaging guidelines
• Sketch rough concept directions

Startup Consideration: Focus on scalability — your brand needs to accommodate potential pivots and expansion into new markets.

4. Visual Exploration

At this stage, we begin translating concepts into visual elements, keeping in mind the unique needs of startup brands.

Key Elements:

• Logo sketches and iterations
• Color palette exploration
• Typography selection
• Visual style experimentation
• Basic pattern and icon development

Startup Tip: While it’s tempting to follow current design trends, aim for timeless elements that won’t need a refresh in a year. Your runway is precious — spend it on growth, not rebranding.

5. Design Execution

This is where your brand comes to life. For startups, we focus on creating a flexible system that works across all potential touchpoints.

Deliverables:

• Final logo design with variations
• Complete color system
• Typography hierarchy
• Basic design elements
• Digital-first applications

Important Note: As a startup, prioritize digital applications of your brand. While traditional businesses might need extensive print materials, your focus should be on digital presence — website, social media, and mobile applications.

6. Presentation & Refinement

For startups, this phase is about ensuring the brand aligns with both current needs and future growth plans.

Key Steps:

• Present concepts in real-world applications
• Demonstrate brand flexibility
• Show mobile-first implementations
• Gather feedback from key stakeholders
• Make strategic refinements

Startup Context: Consider presenting the brand to potential investors or partners to ensure it communicates professionalism and scalability.

7. Implementation & Growth

The final phase focuses on launching your brand and setting up systems for consistent application as your startup grows.

Essential Elements:

• Create a lean brand guidelines document
• Develop basic templates for common needs
• Set up a digital asset management system
• Train team members on brand usage
• Plan for future brand evolution

Startup-Specific Tips:

• Keep guidelines simple and actionable
• Focus on digital-first applications
• Create templates for quick content creation
• Build scalable design systems
• Plan for international expansion if relevant

Key Takeaways for Startup Founders

1. Start with Strategy Your brand needs to reflect not just who you are now, but who you want to become. Invest time in the strategic foundation.
2. Think Digital-First While traditional branding often considers all mediums equally, startup branding should prioritize digital applications.
3. Build for Scale Create flexible systems that can grow with your company. Your brand should accommodate new products, services, or markets.
4. Stay Lean Focus on essential brand elements first. You can expand your brand system as your company grows.
5. Consider Future Funding Your brand needs to appeal not just to customers but to potential investors and partners. Keep professionalism in mind.

Conclusion

Building a brand for your startup is a critical investment in your company’s future.

Branding is important—Take the time to get it right!

While the process might seem extensive, each step contributes to creating a brand that can support your growth and help you achieve your business goals.

Remember: Your brand is more than your logo — it’s the foundation of your company’s relationship with customers, investors, and partners.

Need help with branding?

Feel free to reach out to discuss how we can create a distinctive and scalable brand identity for your company.

PS. This is a short version of my longer article posted on my blog.

An interview with Brandie Weaver

In this episode, we discuss the benefits of live event marketing and strategic tips for maximizing ROI, including bartering and cost-effective hosting. Connect with Brandie on: LinkedIn, Instagram and her website.

Watch on YouTube

Introduction

In today’s competitive market, brands continually seek unique and impactful ways to interact with their audience. Live events have emerged as a powerful tool for building deep connections and fostering brand loyalty. In a recent episode of the “On Branding Podcast,” host Arek Dvornechuck sat down with Brandie Weaver, a renowned event strategist, to explore how brands can leverage live events for growth. Here are some key takeaways from their enlightening conversation.

The Power of Intimate Events

Brandie Weaver opens the discussion by highlighting the significant advantages of hosting intimate events. “You’d be surprised how far you can make that twenty or thirty thousand dollars go when you’re having an intimate event,” she says. With smaller gatherings, such as events with 200 attendees, brands can create meaningful interactions and leave a lasting impression. This is in stark contrast to engaging with 40,000 people where the impact can get diluted due to the sheer size.

Engaging Through Live Events

Live events provide a unique opportunity for brands to connect with a new demographic and niche down on specific types of attendees. Brandie emphasizes that live events open doors for direct engagement with potential customers or clients, which is crucial in today’s market where everyone is looking to connect on a deeper level. “When you’re able to put your product in the hands of potential buyers, it’s a game-changer,” she notes, underscoring the tactile advantage of live events.

Hosting vs. Sponsoring: Pros and Cons

When it comes to deciding between hosting an event or sponsoring someone else’s, Brandie offers valuable insights. For startups and growing brands, sponsoring can be a hefty expense without guaranteed returns. “The biggest pro of hosting your own event is that you control the scenario,” she says. Hosting an event allows a brand to target its ideal audience and ensure that every attendee is someone they are ready to engage with. This level of control and personalization can significantly enhance the effectiveness of the event.

Strategic Event Planning

Effective event planning starts with clear goals and KPIs (Key Performance Indicators). Brandie shares her approach: “We ask the client what their overall goal is and work on those KPIs from the beginning, engineering it backwards.” This strategic planning involves creating a roadmap that leads up to the event, ensuring every interaction — whether it’s an email invite or a social media post — is aligned with the event’s goals.

Cost Considerations

The cost of organizing an event can vary widely depending on factors like location and the type of event. Brandie suggests that brands need a budget of around five to ten thousand dollars to host a meaningful event. However, she also emphasizes the importance of bartering and leveraging existing resources to keep costs down while still achieving impactful results. For instance, using in-house photography services as a bargaining chip with caterers can offset some costs.

Maximizing ROI

Maximizing return on investment (ROI) is a crucial aspect of event planning. One effective way is through bartering services and leveraging community connections. Brandie advises brands to lay out their assets and determine how these can benefit potential partners or vendors. Additionally, working with influencers and leveraging their networks can amplify the reach and impact of the event.

Tips for First-Time Event Organizers

For brands or startups looking to organize their first event, Brandie offers practical tips:

• Barter Services: Utilize what you already have — like photography or videography — to exchange for other services that you need.
• Leverage Influencers: If you have relationships with influencers, use their platforms to promote your event.
• Community Resources: Engage with your community and use their resources to spread the word.

Connecting with Brandie Weaver

For those interested in learning more or working with Brandie, you can connect with her through her website, (www.brandieweaver.com), or reach out via her Instagram @BrandieWeaverPartnerships.

Conclusion

In conclusion, live events are a powerful strategy for brand growth. By hosting intimate gatherings, brands can create memorable experiences and form deeper connections with their audience. Strategic planning, cost management, and leveraging community resources are key components to maximizing the impact of these events. As Brandie Weaver illustrates, with the right approach and mindset, even smaller brands can make significant strides through live event marketing.

Visit our Podcast Page: www.ebaqdesign.com/podcast

‍

An interview with Anastasia Kārkliņa Gabriel

In this episode we discuss the need for deeper inclusivity in marketing and how brands can move beyond superficial diversity. Connect with Anastasia on: LinkedIn, Book, Website, Facebook, Instagram, Youtube.

Watch on YouTube

Introduction

In an evolving world of marketing, the focus on inclusivity and cultural intelligence is becoming paramount. To delve deeper into this crucial subject, Arek Dvornechuck from the On Branding Podcast had an insightful conversation with Dr. Anastasia Kārkliņa Gabriel, a Senior Insight Lead at Reddit and author of the new book, “Cultural Intelligence for Marketers.” This blog post explores their conversation, highlighting the significance of cultural intelligence in modern marketing.‍

Introducing Dr. Anastasia Kārkliņa Gabriel

Arek introduces Dr. Anastasia Kārkliņa Gabriel, noting her expertise in inclusivity in marketing, media, and tech. With a PhD in cultural studies from Duke University and having consulted for global brands like Nike, Disney, and Samsung, Dr. Gabriel brings valuable insights into the significance of cultural intelligence. Her new book, “Cultural Intelligence for Marketers,” aims to redefine how marketers approach inclusivity.‍

Understanding Cultural Intelligence

Early in the conversation, Arek requests a definition of cultural intelligence. Dr. Gabriel explains that the concept lacks a single definition within the industry, thus necessitating new language and agreed-upon terminology. In her book, she defines cultural intelligence as the practice of intentionally tracking and understanding cultural signals, patterns, and movements to drive both commercial advantage and societal betterment.‍

Performative Marketing vs. Inclusive Representation

A key focus of the discussion is the distinction between performative marketing and inclusive representation. Dr. Gabriel highlights that while there have been incremental changes toward inclusivity, many efforts remain superficial. True inclusivity, she asserts, goes beyond diverse casting in ads and requires a deeper narrative and authentic engagement with the audience. She urges marketers to consider the stories they tell, how they tell them, and their broader cultural impact.‍

Examples of Cultural Intelligence in Action

Dr. Gabriel shares examples of brands successfully implementing cultural intelligence. She cites the direct-to-consumer razor brand Billie (mybillie.com), known for its bold advertisement featuring women with body hair, as a case where cultural intelligence helped the brand resonate deeply with its audience. On the other hand, she emphasizes the importance of avoiding superficial inclusivity, which fails to create lasting, meaningful connections with diverse cultural communities.‍

The Four C’s Framework

Dr. Gabriel elaborates on the “Four C’s” framework from her book, designed to guide marketers in cultural intelligence:‍

1. Culture: Understanding culture beyond mere traditions and rituals, recognizing it as a comprehensive ecosystem influencing and influenced by media and advertisement.
2. Communication: Viewing marketing as a form of media and developing messaging that resonates deeply with audiences while being conscious of how messages travel and are received.
3. Consciousness: Embedding diversity, equity, and inclusion into the marketing process, informed by concepts such as intersectionality.
4. Community: Co-creating with audiences, fostering more horizontal relationships between brands and consumers, and ensuring accountability and reciprocity.‍

Practical Steps for Marketers

For marketers looking to start on the path of cultural intelligence, Dr. Gabriel advises expanding their frames of reference. She encourages immersing oneself in diverse conversations and perspectives, even those outside the typical business toolkit, to challenge assumptions and broaden understanding. She emphasizes the importance of critical self-interrogation and engagement with the periphery of societal conversations to stay ahead in cultural fluency and inclusivity.‍

Connect with Dr. Anastasia Kārkliņa Gabriel

For those interested in learning more, Dr. Anastasia Kārkliņa Gabriel’s book, Cultural Intelligence for Marketers, is a valuable resource. You can connect with her on LinkedIn to join a community of marketing professionals dedicated to making a difference.

Visit our Podcast Page: www.ebaqdesign.com/podcast

If you’re looking for logo design services, you probably want to know exactly how much it is going to cost.

In this blog post, I review some logo design packages that you can find on Behance, which is the number one portfolio website out there.

Currently, I’m just browsing this as recommended to find some good designers offering totally different pricing.

Anywhere from just a few hundred dollars to a few thousand dollars and more.

Affordable Options

Let’s start with the more affordable options. Right off the bat, we can see minimalist designs with nice looking logos.

One designer offers a package for only $599, which includes a primary logo, a secondary logo, and a black-and-white color palette.

This is very basic, but you can click right here to see more of his services and more of his work.

This way, you can get a sense of the quality he can deliver at this price point.

Opening a few of his projects, I found an interesting abstract mark that’s very minimalist and gives off a techy vibe.

The logo seems well balanced, and I really like this mark. The font is also quite simple but complements the mark well.

The corners of a box are spaced out, creating a diamond shape, which is repeated in the design.

The name is spaced out to match the brand mark, and there is a unique color palette combining desaturated colors with supersaturated fluorescent colors.

The Mid-Range Choice

Now let’s look at what you can get for $3,000. This pricing is in the middle range and presents a significant step up from the lower tier.

This designer’s work is beautiful, featuring a well-curated color palette, modern layout, and minimalist yet striking designs.

His presentation includes elements like social media graphics and super realistic mockups.

The deliverables listed here include three concepts, two revisions, and a delivery time within one month.

Premium Packages

If you’re wondering about the higher end of the spectrum, packages can get quite pricey.

For instance, a $6,000 package offers much more than the affordable options.

In this package, you get a primary logo, brand guidelines, a homepage, and other applications.

The package promises one to two weeks of work, two concepts, and two rounds of revisions.

When you’re browsing freelancers on Behance, it’s important to first define your requirements.

For example, a $600 package might give you only one concept and probably no revisions.

In contrast, a $6,000 package ensures the designer will take more time and put greater attention to detail.

Finally, let’s take a glimpse at the highest tier. Some designers charge hundreds of thousands of dollars.

One standout is priced at $30,000, which, although it might seem extravagant, is justifiable if the package is comprehensive.

This could include three months of work, three concepts, and two revisions.

Renowned designers with numerous awards command higher prices due to their acclaim and recognition.

Other factors to consider include the location of the designer, number of concepts and revisions, and the specifics of what you’ll receive, such as brand guidelines or just the logo.

Conclusion

Now you can check out these logo design packages for yourself. You can find the link here.

And if you want to know what my logo design package costs, then visit my website to find out.

Thank you for reading, and I hope this helps guide you figure out what type of logo design services you can get at various price points.

In the competitive world of hospitality, logos & branding play a crucial role in creating the hotel’s desired perception and identity.

As a logo designer with a keen eye for good branding, I’d like to review hotel logos to showcase how you can elevate your hotel’s brand identity.

Let’s explore some of the most impressive logos from renowned hotel brands and discover how their design principles effectively communicate in the hospitality industry.

1. Marriott

Marriott’s logo exemplifies a masterful blend of simplicity and sophistication, perfectly capturing the essence of this renowned hospitality brand.

Key features:

• Abstract symbol formed by two intersecting “M” shapes
• Bold, deep red color exuding warmth and luxury
• Clean, modern sans-serif typeface for the wordmark
• Balanced composition with symbol above text
• Minimalist design that’s easily recognizable and scalable

The logo’s abstract “M” symbol, created by two intersecting shapes, cleverly represents the brand initial while also evoking images of mountain peaks or open doors — symbols of adventure and hospitality respectively. The deep red color choice conveys a sense of warmth, passion, and luxury, all key attributes in the hospitality industry.

The clean lines and geometric shapes of the symbol give the logo a contemporary feel, while also hinting at the precision and reliability Marriott is known for. The use of negative space within the symbol adds depth and interest, making the logo more memorable.

2. Sheraton

Sheraton’s logo presents a refined and elegant design that effectively communicates the brand’s long-standing heritage in the hospitality industry.

Key features:

• Circular emblem featuring a stylized “S” at its center
• Laurel wreath-like pattern surrounding the “S”, created by angled lines
• Sophisticated gray color scheme
• Clean, modern sans-serif typeface for the wordmark
• Inclusion of establishment date “EST. 1937”
• Balanced composition with emblem centered above text
• Ample white space enhancing visual clarity

The logo’s focal point is the circular emblem, which cleverly incorporates a stylized “S” within a pattern reminiscent of a laurel wreath. This design choice not only represents the brand initial but also evokes associations with prestige and achievement, subtly positioning Sheraton as a leader in the hospitality sector.

The choice of a sophisticated gray color palette lends an air of timeless elegance to the logo. It’s a versatile choice that works well across various applications and conveys professionalism and refinement.

3. Holiday Inn

Holiday Inn’s logo embodies a fresh, inviting approach that effectively communicates the brand’s welcoming and accessible nature in the hospitality industry.

Key features:

• Stylized “H” symbol with a playful, script-like quality
• Vibrant green color scheme
• Modern, custom-designed lowercase typeface for the wordmark
• Slight rightward slant in both symbol and text, suggesting forward movement
• Simple two-element composition (symbol and wordmark)
• Ample white space enhancing visual appeal and readability

The stylized “H” symbol serves as an instantly recognizable brand identifier. Its script-like quality, with rounded edges and a fluid form, evokes a sense of friendliness and approachability. The vibrant green color is particularly noteworthy, often associated with freshness, growth, and renewal, aligning well with the concept of a refreshing stay or a new adventure.

The wordmark, set in a custom-designed lowercase typeface, complements the “H” symbol perfectly. The rounded, friendly letterforms reinforce the approachable nature of the brand. The use of lowercase letters further emphasizes a casual, welcoming atmosphere, in contrast to the more formal uppercase styles often seen in luxury hotel branding.

4. Conrad Hotels & Resorts

Conrad Hotels & Resorts’ logo embodies luxury and sophistication, perfectly aligning with the brand’s position in the high-end hospitality market.

Key features:

• All-caps wordmark in a custom, modern serif typeface
• “HOTELS & RESORTS” tagline in a smaller, sans-serif font
• Gold color scheme conveying luxury and prestige
• Clean, minimalist design with ample white space
• Balanced composition with perfect alignment

The logo’s primary focus is the Conrad wordmark, set in a custom-designed modern serif typeface. The serifs are subtle and refined, adding a touch of elegance without appearing overly traditional. The use of all capital letters projects confidence and authority, while the generous spacing between letters enhances the sense of luxury and exclusivity.

The addition of “HOTELS & RESORTS” in a smaller, sans-serif font provides clarity about the brand’s offering while maintaining the overall elegance of the design. The gold color scheme is a classic choice for luxury brands, evoking associations with precious metals and high-end experiences.

The minimalist approach, with its ample white space, allows the logo to breathe and stand out, reinforcing the brand’s commitment to providing spacious, luxurious accommodations. Overall, Conrad’s logo successfully communicates a sense of modern luxury and sophisticated hospitality.

5. Radisson Hotels & Resorts

Radisson’s logo showcases a dynamic and contemporary design that effectively communicates the brand’s modern approach to hospitality.

Key features:

• Script-style wordmark with a distinctive flowing “R”
• Vibrant lime green underline accent
• Addition of “HOTELS & RESORTS” in a clean sans-serif font
• Black and green color combination for contrast and energy
• Balanced composition with the accent drawing the eye across the logo

The logo’s standout feature is the script-style wordmark, particularly the flowing “R” that leads into the rest of the name. This creates a sense of movement and fluidity, potentially symbolizing the seamless experience Radisson aims to provide its guests. The lime green underline adds a pop of color and modernity to the otherwise classic black text.

The addition of “HOTELS & RESORTS” in a simple sans-serif font grounds the logo and clearly communicates the nature of the business. This dual-font approach allows Radisson to balance a touch of elegance with clear, straightforward information…

Continue reading this article on my blog:

https://www.ebaqdesign.com/blog/hotel-logos

Need help with branding?

Check out my portfolio and schedule a call to discuss your project.

In today’s digital era, having a strong online presence is crucial for any business looking to thrive.

Small businesses, in particular, can benefit significantly from professional web design, which not only enhances visibility but also drives growth and customer engagement.

At Ebaqdesign, we specialize in providing top-tier web design services tailored specifically to meet the needs of small businesses, ensuring you look 10x bigger and make a lasting impact.

Why Professional Web Design Matters

1. First Impressions Count

‍Your website is often the first point of contact for potential customers.A professionally designed website ensures that this first impression is positive, building trust and credibility from the outset.

2. Increased Visibility

‍With the right design and SEO strategies, your website can rank higher in search engine results, making it easier for potential customers to find you.

3. User Experience

‍A well-designed website is not just about aesthetics; it’s also about functionality.It ensures that users can navigate your site with ease, find the information they need, and take the desired actions.

4. Mobile Responsiveness

‍With more people accessing the internet via smartphones and tablets, having a mobile-responsive website is crucial.It ensures that your website looks and functions well on any device.

5. Enhanced Brand Identity

‍A professional website helps establish and reinforce your brand identity, making you more memorable and distinguishable from competitors.

Our Proven Web Design Process

At Ebaqdesign, we understand that each small business is unique, with its own set of challenges and goals.

Here’s our proven web design process in a nutshell:

That’s why we offer a bespoke web design process that ensures your website not only looks great but also functions optimally to support your business objectives.

Step 1: Discovery

We start with an introductory call to understand your business, your goals, and your target audience.

This is followed by a strategy session where we align on the direction of the project and define the key elements that will make your website stand out.

Step 2: Wireframes

Next, we sketch the homepage to create wireframes that outline the structure and layout of your website.

This step ensures we have a clear visual guide before moving forward with detailed designs.

Step 3: Messaging

We then focus on crafting compelling headlines and paragraphs that effectively communicate your brand’s message and value proposition.

This step ensures your content is clear, engaging, and aligned with your brand’s voice.

Step 4: Design

In this phase, we create high-fidelity designs that bring the wireframes to life. Our designs are not only visually appealing but also strategically developed to enhance user experience and engagement.

Step 5: Development

Once the design is approved, we move on to coding the website using a Content Management System (CMS) like Webflow.

This ensures your site is not only beautiful but also functional and easy to manage.

Step 6: Testing

Before launching, we conduct thorough testing to check for performance issues and ensure the site works flawlessly across all devices and browsers.

We address any bugs or issues to guarantee a smooth user experience.

Step 7: Launch

Finally, we go live and launch your website.

We also schedule regular maintenance to keep your site updated and performing optimally, ensuring it continues to meet your business needs.

Benefits of Working with Ebaqdesign

Quick Turnaround

‍Our streamlined process means we can deliver a high-quality, custom website in just one week, helping you get to market faster.

Flat-Rate Pricing

‍We offer transparent pricing with no hidden costs. Our flat rate of $6k covers the entire design process, including revisions.

High-Quality Design

‍With over a decade of experience, we deliver top-notch design that enhances your brand and engages your audience.

Comprehensive Services

‍We don’t just stop at web design. We also offer branding, logo design, and a range of other services to ensure your business looks its best across all platforms.

Client-Centric Approach

‍Your satisfaction is our priority. We work closely with you throughout the process to ensure your vision is brought to life.

Start Your Web Design Project

Don’t let an outdated or unprofessional website hold your small business back.

Just check out this testimonial:

At Ebaqdesign, we’re dedicated to helping you create a stunning, effective online presence that drives growth and success.

Schedule an intro call with us today and take the first step towards a beautiful new website that elevates your brand and delights your customers.

PS. Visit my portfolio to see more projects.

Also, if you’re looking for logo design, then check out my services page.