When it comes to logo design, it’s easy to get mired down in the details. What color does the client want? Do they have a picture in mind? Is this font sending the right brand message?

But before you get stuck in all the little things that make up the physical components of a design, you need to think about the intangible qualities that make up the logo’s heart. These are things you can’t touch or see, but they help convey the brand message all the same—things like adaptability, innovation, and other key ingredients to designing a logo.

Of course, knowing what makes a good logo is only half the battle. The other half is figuring out how to mix all of those elements into one coherent design. If you’re new to logo design—or you’re just feeling a little too close to the project—it never hurts to hire a designer who can help you.

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