A brand’s logo can play a important role in conveying your brand’s message, but it is an area that is often overlooked. A logo is the first impression that your company gives to potential customers. That’s why it is vital to have a good logo; it has the power to make you stand out from the crowd and tell your whole brand’s story in an instant.

Here are some things to keep in mind about your brand’s logo.


We’ve talked about this before, but we’ll mention it again, because it’s important. Color plays a huge role in the psychology of your brand. If you want to show that your brand is fun and fresh, don’t use the color brown. If you want to convey a classic and reliable vibe, blue is a good choice. If you want to grab people’s attention, and demonstrate passion and intensity, then red is your best bet.


The font of a logo also plays a large part in conveying the tone of a brand. Brett Zucker, the executive vice-president and chief marketing officer of Monotype, describes the importance of a logo’s appearance:

The power of typography works on a subconscious level, and remains absolutely essential to setting the tone for a story and its narrative.

A great example of this is TV show logos. Think about the logo for Stranger Things. Even if you’ve never seen the show, you can get a good idea of what it is about just from its 80s, Stephen King-esque logo.

Stranger Things logo

Another example is the logo for the Netflix show “The Marvelous Mrs. Maisel.” This retro logo, with its nod to the classic show Bewitched, conveys a spirit of fifties fun.

The Marvelous Mrs. Maisel logo

Easter eggs

Many brands go even farther to insert cool little Easter eggs into their logos. Think about the FedEx logo. Have you ever noticed the little arrow in between the “E” and the “x”? FedEx hidden arrow

Pretty cool, huh? You don’t notice it right away, but it creates this subtle impression of moving forward – perfect for a business that is all about delivery.


As Amazon takes over the world, they’ve proved that they have everything from A to Z, just like their logo demonstrates.

Did you ever notice that the “P” in Pinterest has a pin incorporated into it?


The middle “Ts” in Tostitos double as two people sharing chips and salsa.


If you look again at Pittsburg Zoo’s cool African tree logo, you’ll notice that the white space is a gorilla and a lion staring at each other.

Pittsburg Zoo logo

The Guild of Food Writers appropriately has a pen nib as their logo, but it also has a spoon inside.

Guild of Food logo

If you have a chance to incorporate a fun Easter egg in your brand’s logo, do it! It will help your logo grab the attention of potential customers.

So what does your logo say about your brand? If you’re thinking it’s time for a redesign, we hope these tips have provided some inspiration. And if you need any extra help rebranding, the OPUSfidelis team is at your service.