Displaying items by tag: Logo process

A logo can easily be thought of as a small aspect when establishing a brand. Many think of advertising strategies and promotions to attract and keep customers, hiring staff, creating mission statements and much more, before even looking at the logo design.

Published in Logo design
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Thursday, 11 October 2018 13:16

3 ways why logos with hidden meanings are effective

When creating memorable and significant branding collateral like logos, graphic designers add a lot of value to a logo design using their experience, technical expertise and specific tools for creation. It’s worth remembering that you can’t generally conjure up an effective logo if you decide to spend only £5 on getting it made. Logos that resonate some meaning with your customers need to be developed with purpose.

A business logo should fulfil three aims -

  1. Represent your company’s brand

  2. Be recognisable when potential customers see it

  3. Engage your target audience so they feel something.

Through years of experience, graphic designers become accomplished with clever logo development by adding hidden or subtle meanings in the designs, something that helps create an emotional connection with the brand. They can do this in three ways:


1. Use negative space

Negative or white space is the area within a logo that, on first sight, doesn’t appear to add anything exciting. This is until you notice the reason it is there and how it symbolises part of the brand. The most recognisable and effective logo at doing this is the FedEx logo where the white space between the ‘E’ and ‘x’ creates a perfect arrow, which

represents FedEx’s fast and efficient service.


Infiniti Graphics has done a similar thing for Fleming Software with a hidden ‘F’ and ‘S’ in the logo.


2. Incorporate business offering

When a logo can be interpreted on more than one level, you have something eye-catching and meaningful to the viewer. It can show one particular thing, and yet display something else at the same time, usually to do with the business or its offering. Amazon does this effectively with their cheeky arrow from ‘A’ to ‘Z’, showing off how you can buy anything and everything, from the beginning to the end of the alphabet.



Infiniti Graphics designed a logo for African holidays business Archer & Gaher Adventures, where the design of a peacock incorporated the map of Africa to illustrate their offering.



3. Create some exclusivity

Creating some magic in the logo design isn’t always about making something pretty. It’s also about adding meaning and feeling, to connect to your audience. Sometimes the magic of the design isn’t noticed at first glance, so when the cleverness of the design is recognised, it creates a sense of exclusivity.

Infiniti Graphics created a logo for demolition specialist Demcom using ‘The Golden Rectangle’ (or Golden Ratio), which is a common mathematical ratio found in nature that can be used to create pleasing, natural looking compositions. The letter ‘M’ in the design are formed from this ratio, and represent the grabber of an excavator.


Standing out from the crowd is useful for getting people to notice your brand. Doing this with a surprise ‘hidden meaning’ logo can help you take a couple of steps ahead of the competition, as your logo is how customers remember and define your business. If they feel like they’re already in a relationship with you by discovering a hidden meaning in your logo, you might win them over already! It’s like a secret only they know. Once customers know and they see your branding again and again, they’ll feel part of a special club… which is a nice place to be.

If you’d like to discuss a branding design project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our graphic design service here.  

Published in Logo design

A logo may seem like a fairly standard part of your business that you don’t have to worry much about. You might think it doesn’t take a lot of work to design one yourself or get a cheap online provider to knock one up for you in an hour.

Creating a logo yourself is fine when you’re starting out, but when it’s time and you want to get serious about growing your business and promoting your brand, it may be the right time to hire a professional designer. They will create a fresh and modern brand to market your product or service.


What a designer brings to the table

Designers have a wealth of experience. They get this from constantly critiquing logos and appraising graphic design wherever they look, much more often than the average person does. Designers know what looks good and what could be improved.

What do designers bring to the table?

  • Experience and knowledge in design - designers know how to give your logo and brand a personality by using colours, psychology and design tricks.

  • Technical expertise - designers know the differences in image resolutions, file formats, vectors and everything you need to optimise your logo for websites and for print - yes there’s a big difference!

  • Specialist tools and software - designers use applications specifically made for graphics and logo design to create unique logos.

  • Inspiration and direction - designers learn about your brand objectives and turn them into visually stunning logos and marketing collateral.


What you are paying a designer for

With their expertise and know-how, designers provide a lot of value that you may not have the time or the skills to explore yourself.

Brand Research

Research is key for any type of design project. This is where the designer starts to gather information about your business, industry, who you are, what you do and how you’re perceived. They research competitors, trends and themes so they have a good background on where to start.

Colours and themes

The designer will analyse all the information and inspiration provided to find the most appropriate colours, themes and palettes that match your brand and personality. Your business and its offering is a big part of this.

Create something original

Designers find out which logos and brands clients love as it helps to understand their personality. They use this knowledge and perhaps a feeling, to create something unique from the inspiration.

Take on feedback

Designers want to be sure you love your logo, so feedback at each stage of the process is hugely important. And because the designer is external to your business, they are in a unique position of providing insights you may not have considered.

Optimise for web and print

Designers know how to set up files in the correct format for different uses. They understand that a file for print of a roll up banner is different to a Facebook cover graphic.

Create an overall brand

Designers have the ability to create a set of elements and make them work in a cohesive brand. All the business collateral on the web and print will fit together into a recognisable brand identity.


The process of creating a logo

We want to know everything about your business and what makes your product or service stand out, so we are in a better position to design your logo with confidence. To capture this information, we ask clients to complete our design brief which gives us useful insights on how to progress your logo design.

To learn more about our logo creation process, have a look at this blog post and this page on the website. Get in touch if you have any questions or queries.  


If you’d like to discuss a branding design project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our graphic design service here. 

Published in Logo design
Thursday, 17 August 2017 21:41

Why a logo is worth more than £5

Your brand image is important. It's how customers recognise who you are, what you do and what you stand for. First impressions can come from what they see on your business card, website, email footer, leaflet or brochure. People will make snap decisions based on what they see in an instant, whether they like the look of a logo or not.

Published in Logo design
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