Swipe Files - 📂 Solving the logo puzzle

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Today's newsletter is proudly supported by Sales.co πŸŽ‰

Sales and marketing are two sides of the same coin. And there's no better way to generate results tomorrow than through email outreach. I couldn't be more excited to partner with Sales.co to help more startups do cold email well. They handle everything from idea generation to a/b testing. All you have to do is show up for the sales call. Founded by two software engineers, their approach is data-driven and scalable, and they only care about bringing you qualified leads. Make sure to mention "Corey" or "Swipe Files."

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Today's newsletter is written by my Conversion Factory cofounder, Zach Stevens.

He's the best designer I know and has deep experience with SaaS.


Of all the design assets delivered during a brand identity engagement, the logo is by far the most emotional and difficult one to finalize.

Founders, designers, and anyone else involved in the process get hung up on subjective feedback, worry about blowback from their user base, and can never seem to be 100% satisfied with the final outcome.

I’ve said before, logos are important and they have an important job to do (making your brand easy to recognize), BUT they are not the starting point in creating a brand identity.

This is how most founders think of brand identity design:

The only thing in focus is the logo, everything else gets put aside for later.

In theory, yes, you could do it like this but it will take longer, require more back and forth, the process will not be as fluid, and you will feel confined to making your other items fit the myopic field of view created by your logo.

Furthermore, a logo alone will not help you create marketing collateral, websites, products, ads, or anything else that serves as a touchpoint for your brand.

Instead, you need to start with the other pieces of your brand identity.

Logos are derived from the visual language that surrounds them: color, texture, pattern, typography, illustration style, etc.

By figuring out the surrounding elements first, it becomes plain as day whether a logo will fit within the brand or not.

When you’re creating a brand identity, save yourself the headache, forget your logo for a bit, and establish a solid creative direction first.


What did you think?

β€”Corey

p.s. ready to take your marketing skills to the next level? Invest in a Swipe Files membership to get 4 courses on SaaS Marketing.

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Swipe Files does not have sponsors. We have partners.

We partner with trusted top-tier service providers. In fact, I reached out to them β€” each one has been carefully selected and vetted so I have 100% confidence in recommending them to you. Doing business with them supports this newsletter. 😊

See how these services can help you grow and mention "Swipe Files" or "Corey" for special treatment:

  • ​Conversion Factory β€” My product marketing agency on a subscription to help you turn traffic into revenue.
  • ​ReactSquad β€” The only developer matchmaking service for SaaS startups focused on vetted engineers who focus on React & Node.js.
  • ​xFusion β€” Get trained, reliable, and affordable customer support reps ready to go for your business.
  • ​Sales.co β€” Cold email from idea generation to A/B testing, all you have to do is show up for the sales call.
  • ​Videodeck β€” Done-for-you video production with an expert team at an affordable price.
  • ​Dofollow β€” My go-to service for sourcing high-quality backlinks in ethical ways to help you rank higher in Google.
  • ​Embarque β€” Level up your content and SEO at an affordable price, from keyword research to content production to promotion.
  • ​MarketerHire β€” Get matched with a top-tier freelance marketer within 48 hours.
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