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Branding your business is one of the most crucial steps for startups. It provides your company with a unique personality that establishes your position in the market and helps to attract customers.

Yet, branding is a pretty challenging task that is influenced by so many factors. With this in mind, we came up with six design principles that ought to help you in creating a perfect brand identity for your startup.

Keep It Classic

While it is commonly recommended to follow up with the latest brands in branding, one cannot simply deny the efficiency of classic design. This is what provides a brand with a timeless feeling, promoting reputation and trust. As an example, the Coca-Cola company logo design almost hasn’t changed over a century, but it has topped the best global brands lists for years.

Keeping your brand classic also allows engendering the feeling of nostalgy for “Good Ol’ Days.” It even somehow works if your intended audience is young people, who had never lived in those times. Nostalgic feeling deals strong emotional impact that may come in handy when creating a recognizable brand.

Align Your Brand with Company’s Image

Your branding should not only point out the industry that you are in, but it should also be aligned with the image and theme of your company. Everything from a logo to the website should be based on a specific theme that immediately associates with your brand. This instant recognition is what makes your audience excited and encourages them to find out more about your product and services. 

Tesla is a good example of how the potential of this branding principle can be realized. The company’s website, products, and logo design look futuristic and indicate modernization, new approaches, and efficiency. Customers can easily understand what are the mission and values of this company. 

Strive to Make Your Brand Unique

Sometimes newly emerged businesses try to compete with successfully-established companies by heavily borrowing their design features. It may happen either on purpose or by chance, on a subconscious level. In any case, it often causes confusion and negative impression among target customers.  

Following in someone’s footsteps sounds great, but in the business sector, it may be considered as mere copying and dishonesty. That is why you should always strive to make your brand original and come up with something unique that will make it stand out.

If it is too challenging for you to do so, then you may ask branding and identity design services for assistance. Our branding company has a vast range of experts who possess profound knowledge of the market and who are passionate about creating something unique.

Avoid Using Many Colors

The temptation to use many colors is high. Some companies think that the more colors their logo combines, the more eye-catching and memorable it will become. Yet, nothing could be further from the truth. In most cases, this looks like a desperate attempt to stand out.

We recommend restricting yourself to one, two, or a maximum of three colors other than black and white. Google is one of a few examples of how more than four colors logo really managed to hit the spot. But Google is about diversity and abundance of information, and that is why this logo suits its theme. 

In other cases, one or two colors are more than enough to create something appealing. Just take a look at FedEx, Amazon, McDonald’s, or IKEA, whose logos are iconic.

Less Is Actually More

Less is more might sound like a cliché, but it is so true nowadays. Minimalism is everywhere, starting from website or app user interface to gift packages and book covers. Needless to say, it is the trendiest design approach today. 

Minimalism implies that a designer includes only the most essential and necessary elements, and gets rid of any excess and, therefore, unnecessary features. You may try limiting the variations of font, color, or size since such things only distract viewers. Instead, create something sufficient using minimum details, and the chances are high that people would love it.

Your Name Must be Easy to Remember

Striving to come up with a unique name, you may make it hard to remember. Even a few extra syllables in your company’s name may make it sound pretentious. So, keep it short and try using familiar names and objects to design a responsive logotype. Apple company is the best example of how a simple and common word can resonate among people.

But such an approach bears some risks. You might get confused with other brands if your name is too generic. That is why we should better consult with a branding agency whose designers know the market and can help you avoid any pitfalls during the brand identity design process.


These are six core branding design principles that you should know if you want your startup to hit the ground running. Yet, if you feel like you need some help, then, as the best logo design company, Fireart Studio is pleased to serve you. 

We design and develop digital products both for startups and the world’s leading brands. We can offer you a brand identity package that will help to realize your aspirations.