The Art of Logo Design

A logo is not a brand, nor is it an identity. Logo design, identity design and branding all have different meanings. Together, they form an image for a business.

  • Brand: The perceived corporate image as a whole.
  • Identity: The visual aspects that form part of the overall brand such as business colors, shapes, and logo
  • Logo: A logo identifies a business in its simplest form via the use of a mark or icon.

What is branding?

Branding is not a light topic. Many publications & hundreds of books have been written on the topic. To put this in a nutshell, you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is assumed by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand. Business reputation is part of a brand and only a business can create its own reputation. A designer only forms the foundation of the brand.

Lot of people believe a brand only consists of a few elements such as some colors, some fonts, a logo, some slogans, corporate website design and may be even some musical pieces added into it. In reality, it is much more complicated than that. You might say that a brand is a ‘business image’.

The fundamental idea and core concept behind having a ‘business image’ is that everything a business does, everything it owns and everything it produces should reflect the values and aims of the business and forms a brand.

What is identity design?

One major role in the business image of a business is its identity. Mostly, identity design is based around the visual aspects used within a business, usually assembled within a set of guidelines. These guidelines that make up an identity usually decides how the identity is applied throughout a variety of medias, using approved color palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the business is kept coherent, which in turn, allows the brand as a whole, to be recognisable.


The identity of a business is made up of many visual aspects:


  • A Logo (The symbol of the brand)
  • Stationery (Letterhead + business card + envelopes, etc. reflects brand)
  • Marketing Collateral (Flyers, brochures, books, websites, etc.)
  • Products & Packaging (Products sold and the packaging in which they come in)
  • Apparel Design (Tangible clothing items that are worn by employees)
  • Signage (Interior & exterior design)
  • Messages & Actions (Messages conveyed via indirect or direct modes of communication)
  • Other Communication (Audio, smell, touch, etc.)

Anything visual that represents the business.

All of these things make up an identity and supports the brand in its entirety. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark.

What is a logo?

A logo identifies a business or product via the use of a mark, flag, symbol or signature. A logo does not sell the business directly. Logo reveals the quality of the things it symbolises. What a logo “means” is more important than what it “looks” like.

It is important to note that only after a logo becomes familiar, does it function the way it is intended to do much like how we must learn people’s names to identify them.

The logo identifies a business or product in its simplest form. Now, if your business is located in the Greater Toronto area, let these Toronto Designers help you with the graphical aspects of your brand identity.

Should Universities Teach Search Engine Optimization?

Whether or not SEO should be taught in Universities is a widely debated topic, and there are fair arguments on both sides of it. You see, when it comes to dental search engine optimization, and search engine optimization in general, the skill itself can be very interesting to learn and can bring out the creative side of people. The only issue being that it’s a very demanding skill.

In this article, we are going to be taking a look at close look at both sides of the argument and thoroughly explaining each argument accordingly. So with that, let’s jump right into it.

The Benefits of Teaching SEO

It’s a Useful Skill. There’s no doubting how useful of a skill SEO is and how popular it is becoming among employers. Over the last few years, employers are looking for employees who stand out from the crowd. Understanding SEO can be a very useful skill to have in the eyes of employers and any students who have learnt it will have the advantage when it comes to getting hired.

Not Many Universities Teach It. Technically, there are no Universities that teach SEO. However, there are Universities that briefly discuss the topic of SEO in their classes. Because of this, it is beneficial to any university who incorporate SEO into their curriculum in the sense that they will gain a lot of publicity for doing so.

It’s a Fresh Concept. Millennials are always looking for the next best thing to better their future, themselves, and their career. Over the last few years, SEO has been one of the biggest skills that have stood out from the crowd and by universities offering SEO as a course, more millennials will feel inclined to approach that university.

It’s Challenging. A lot of people who aren’t familiar with what SEO includes suspect that the skill itself isn’t too difficult to learn, although it is very challenging and any Chicago Search Engine Optimization company would tell you the same thing. You see, SEO requires you to constantly come up with and explore a variety of your own techniques. At first, coming up with these SEO techniques may be easy. However, over time you’ll find that it becomes increasing difficult to think of new and unthought-of concepts.

The Downsides of Teaching SEO

Algorithm Changes. Ultimately, this is the biggest downside to why SEO can’t be taught. Google and other major search engines are constantly changing their search algorithms and on top of that, they only release very minor details about the algorithm. Thus, Universities won’t always be able to provide the most accurate information regarding SEO to their students.

SEO is a Large Field. Whilst only a small area of online marketing, there is a lot to learn when it comes to SEO. Keeping the constant algorithm changes in mind; you are constantly learning more and more and in order for Universities to teach SEO, they may have to dedicate an entire course to it.

To Conclude…

If you take everything that we’ve discussed above into consideration, you’ll find that both sides of the argument are very fair and in fact, it’s difficult to take either side. SEO is a skill which in order to fully understand and to come up with your own working methods, you most teach yourself about it. On the other hand, anyone who has invested time into learning SEO will know that it’s a difficult one to learn. All in all, both sides have fair arguments.

How to Perform a Local SEO Audit

If you are serious about local online marketing, you need to start with your website. A local search engine optimization (SEO) audit for your website is the first step towards any successful SEO campaign. If you are a business owner, a local SEO audit can help you determine the quality of your SEO service provider.

Website audits will help uncover what exactly is wrong with your website and identify what part or parts of the website need to be fixed or improved first to maximize your website’s local search engine ranking potential. In order to do so, on-page SEO updates would need to be addressed before you consider starting any long-term link building outreach plans. To successfully complete a local SEO audit, on-site and offsite factors need to be examined. In this article, we will be covering the steps on how you can successfully carry out the local SEO audit to improve local search engine rankings for any website:

On-page Optimization Audit

On-page optimization audit includes the analysis of the following:

Relevant Keywords in Meta Data

The first step is to check if the site has relevant Meta data and appropriate keywords. It can become really difficult to rank in a local market if your website does not contain relevant, geo-targeted keywords in the title, meta description, and the header. You can easily check your entire website using a powerful tool like Screaming Frog. You can also check it manually by looking at the source code. Important points to remember are that the title should be of less than 55 characters and the description should be less than equal to 155 characters. Characters also include spaces along with alphabet characters.

Check for Duplicate Content

Another SEO issue your site may need to address is duplicate content. Many websites just copy the content and paste it across the website without caring about the SEO. You can check for duplicate content with different plugins and there are also some tools available which can help you find duplicate content. These tools include Copyscape and Siteliner. It is also worth noting that almost all website pages have some amount of duplicate content, but that amount should not be more than 20%-30% per web page.

Contact Information

Many business websites do not have their contact information available on their websites. It is really difficult for a website to represent a business without clearly stated contact information. You can easily check if the website has the required contact information and it should be accurate, and accurately listed in the footer of every page of your site.

Off-Page Optimization Audit

Off-page optimization audit procedures include the following:

Google+ Verified Business

To rank the business in the local space, it is important to have a Google+ verified business. A quick way to check this is making sure that there is only one space in the business website’s search string.

Citation Audit

Citations are of the highest importance in local SEO audit. The more you have, the higher you can expect to rank in the local SEO space. To do a quick citation audit, you can use MOZ’s local citation checker and there are also some available online.

Backlink Analysis

You should check your backlink profile by conducting a website backlink analysis. There are many third party solutions available for this purpose. All you have to do is to paste the website’s URL into one of these services and it will list out the backlinks. If you have less important keywords, more backlink analysis would be required.

And that’s pretty much it. These are some of the easiest steps of a basic local search engine optimization audit. If you are going for a campaign, a comprehensive local SEO audit would be required with an in-depth analysis of the entire website.   It is very much worth doing a local website audit, because most of your competitor’s won’t make the effort.  That mean, you may be able to easily outrank them.  And once you get ahead, it’s easier to stay ahead if you commit to search engine optimization for the long haul.

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