10 tips for working with a designer for your new or refreshed logo

1. Define communication goals

Below is an example of the communication goals for a logo and brand refresh for FishWise.

Logo Design Communication Goals

2. Three words or phrases to define your brand

For FishWise, the three words to define their mission and brand were: PEOPLE, OCEANS, and ENTERPRISE.

  1. Define communication goals
  2. Three words or phrases to define your brand.
  3. Consider a name change.
  4. Avoid acronyms.
  5. Allow time for incubation.
  6. Look at the whole ecosystem using moodboards for social and ads.
  7. Turning things upside down.
  8. Use a limited color palette.
  9. Consider animation and a sound signature.
  10. Avoid being literal.

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