Logo is not just product symbol. It hold powerful brand identity which is the first thing that customer would perceive.

There are three steps to craft powerful and meaningful product logo

1. Define product/brand identity
2. Understand the best practice of designing a logo visualization
3. Craft the logo based on product identity and current best practice of visualize a logo

Brand Identity

a brand identity is any visible thing that related to the company/product/brand which can be seen and felt by customer during overall product or services experience.

There are several key component that composing brand identity. Usually, each component will be sharpened based on product/company funmendetal strategy. 

Component

Below are the component that compose brand identity.

Business Component

1. Product Vision (strategical)
2. Product Mission (strategical)
3. Product Key objectives (tactical)

Visual Component (Derrived from business component)

1. Color
2. Design
3. Typography

Those combination (business + visual business identity component) will impact on customer perception towards on the product/brand.

Its important to strategize and craft brand identity before creating a logo to ensure the actual product’s value can be delivered to the customer.

Vision (Strategical)

Vision -> Mission -> Key Objectives -> KPI -> Day to day execution

where we going to be in the next ten years.

Vision is like long term goal for the product/company. Imagine, how the product will benefit society in next five to ten years. a Vision is beyond tangible commercial product growth such as revenue, user base, profit, etc. Its more on the social impact.

Key consideration to create product vision

1. Social impact over business growth
2. Impress and motivate all stakeholder to grow the product.
3. Make sense. Because vision need to be mapped into measurable mission. Otherwise it will only create utopia.

Mission (Strategical)

what need to be done to achieve the vision.

Mission is a company/product direction to achieve the vision.

Target Audience

How business deal or purchase happened

Before mission derrived into objective, a target audience is need to be defined. a Mission can only be success for specific target audience whom met the business criteria especially regarding the purchase intention.

a good mission with inproper target audience will guarantee failure beaucse the audience problem is not match with the mission purposes. Unmatch audience and mission resulting in unsolved audience’s problem.

Objective (Tactical+Measureable)

How to achieve the mission based on target audience by giving value added to the customer.

In order to ensure the mission is achieveable, a key objective will be introduced based on product target audience and should focus on giving enermous (if possible) value added to customer

Objective will be derrived into KPI (Key performance indicator) for operational excellence purposes. KPI is a sets of target to measure objective progress.

100% KPI achievement ideally should reflect to the successfuly achieved business objectives. If its not aligned, a review on the KPI/objectives might need to be adressed to find the GAP.

Finally, the team will execute day to day activities to met the KPI (Operational level).

Color

Color is not just visual representation. It hold deep value when potential customer see it. Studies from Elliot & Maier (2012) conclude that color influence mood and emotion.

Also another study from Labrecque & Milne 2013 mentioned that color affect decision making. Especially when making purchases.

Hence, picking brand color is critical for product branding and go to market strategy.

Steps to choose brand color

pre requisite before choosing brand color

1. Product vision, mission and business objective
2. (derrived from pre-requisite #1) Product proposition value (product feature or capability) is defined
3. Target audience (customer/user persona)

Match those three with suitable color pshycology to increase the possiblity of influcing potential customer purchasing intention.

Color Psychology Cheatsheet

Below are the color meaning mapping based on studies.

Please note that color gradation (within same color) could have different meaning. 

The more its differ from original main color, the psychology effect will be different.

Typography Selection

Just like color, typograhy also can “speak” the brand identity.

There are two kind of typography. First is typography element. It how the font will be visualized. Second is font family/type.

Typography element

1. Bold Suggest strength & clarify
2. higher font size indicate message prioritization
3. ALL CAPS Suggest anger, aggresion, formality.
4. Spacing affect readibility.

Font family

There should be two font family used, first font is for headings (h1,h2,h3,h4,h5,list) and second one is for body.

Logo Design Trends on 2025

Simplicity is the logo design trend for 2025

Most of modern logo whether its for startup, well established company or small to medium business are gearing towards simplicity. Combining typography and simple “colored silhouette”

Milestoneku

Milestoneku is a personal’s growth milestone management system which can be used to set milestone, define objectives to achieve it and track the progress.

We Believe…

we belive that:Growth has no template — every path has purpose. Success is a journey that never ends.

You’re not defined by your job, earnings & physical feature. Your growth as a human is unique. You have your own journey. There is no failure because everyone grow differently. Rice (Oryza sativa) and palm tree are grow different right? each of them has BENEFIT and PURPOSES for — the environment and socienty

Vision & Mission

Vision: To help everyone stays alive by letting their dreams grow at their own unqiue pace and path.

Mission: To build a complete tools for personal growth management system, Accessible in any platform.

Target Audience

• Young people (25 until early 30s) with quarter life crysis.

Business Objective (This Year)

1. Launch MLP (Minimum Loveable Product) with core capability by end of 2025 on Web, Android & IoS
2. Grow social media follower to at least 500, 1K by Q2 and Q4 2026.
3. Provide built-in tools like: career design templates, life design tempplate &inspirational figure template.

Color & Typography

Based on the milestoneku vision, mission and business objectives following color and typography are choosen from the color and typography guidelines.

Color

Reasoning: Our believe reasonates with motivational & optimistic psychology trait.

Color:Yellow

Typography

Reasoning: Our believe reasonates with Expressive, emotional, personal psychology trait

Font family:

(headings) DM Serif

Milestoneku headings
Milestoneku headings

sources: https://fonts.google.com/specimen/DM+Serif+Display

(body) (opt 1) Josefin Sans (opt 2) Work Sans (opt 3) Mulish (opt 4) Karla

(Body) Work Sans

Milestoneku Body sample test 1

(Body) Karla

Milestoneku Body Sample test 2

karla looks cleaner and easier to read than work sans right?

Color Pallete

Following collor pallete will be used

Milestoneku.com color pallete

source: adobe

Craft the Logo

logo will be created using canva

Ideation

To ensure high penetration rate to the target audience, milestoneku logo will follow current (2025,as of this article was created) logo design trends which are : typography + simple colored silhouette that represent the product mission and vision.

Milestone Symbol

Milestone core feature is milestone management system. Here are some symbolic silhouette that match.

1. Staircase
2. People goes up to staircase
3. Tree
4. Arrow up