DESIGN Guest Contributor: Hope Yoder, Four Steps To Making

A logo is often one of the first things a business owner creates. A logo’s purpose is to communicate your brand’s personality at first glance. Think of it as the mascot of your business. It’s the first impression your customers see and visually molds how your clients view your business.

Whether you are a hobby business or a fulltime engraving shop, your logo branding can elevate your career, depending on how you cultivate it. If you are unsure where to start, here are three simple steps to use as a guide.

1. Know Your Brand And Vision - What do you want to communicate to your audience? What personality do you want to portray in your logo? Take the old adage don’t judge a book by its cover. You may not judge a book by its cover, but your potential clients certainly will. Reflect on what your strengths and weaknesses are both professionally and as an industry leader. Your personality and authenticity will set your brand apart and grab attention. As you think about what you want your brand to convey, here are a few categories you may relate to: a. Quirky and fun-loving b. Minimalist c. Corporate or Professional d. Artistic e. Authoritative

2. Decide On A Color Scheme - Analogous, Complimentary, or Monochromatic – Your color pallet can be the deciding factor for being noticed or overlooked. There is a science to combing colors with art when creating lo- gos. Most color theories or color studies are based on the color wheel. The color wheel was invented in 1666 by Isaac Newton, who mapped the color spectrum, which is still used today to showcase the relationship between color combinations. If you are unsure how to choose the right colors to reflect your brand, opting for an analogous, complementary, or monochromatic color scheme will help you stay on target. a. Analogous combines two or three colors next to each other on the color wheel. For these options, choose one bold color for the main theme and focus. b. Complimentary is a combination of two colors that are across from each other on the color wheel. This palate provides high contrast with a bright prominence.