Since your logo is essentially the face of your company, it is important that your brand personality is communicated effectively in its design. When clients come to us for logo design, they are required to complete a intake survey providing details about their brand tone including a checklist of traits that describe brand’s personality. See image. This allows designers to be very deliberate in the colors, style, typography, and elements incorporated into the design. It is imperative to be intentional with every aspect of your logo because it could be damaging to your brand identity if you miscommunicate your brand personality. Think of it like this, if you sold posh, girly dog accessories you wouldn’t want a logo featuring a dark colors and bulldog with its teeth exposed and a fierce scowl. Instead, you might feature something sophisticated and glamorous, with soft colors and a stylish typography.
The 5 basic brand personality trait categories are: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. A logo for a company with a Sincere brand would suggest kindness, practical, warmth, wholesomeness, and genuine. An exciting brand might have vivid colors and trendy elements to give off a creative or imaginative message. A competent brand will have a serious, clean, wise, tone containing simple components and neat fonts. Sophisticated brands are classic, timeless, may have luxurious elements, traditional fonts. A bold, tough, masculine logo would fit a rugged brand well.