What Makes a Good Logo?

What Makes a Good Logo?

Having a good logo is imperative to effectively communicate your company’s brand, mission, and vision. It goes beyond serving an aesthetic function to represent your company and the essence of what it does. The logo is typically the first thing that a customer will see, so the ultimate challenge for you is to make sure that it is remembered and becomes associated with your brand. Thus, having an effective logo will help you build customer and brand loyalty.

Taking the time to design your logo is so important to establish your brand and communicate it to customers. Once they are able to recognize your business through your logo, you will gain a competitive advantage since your company’s identity is distinct. Though a “well-designed” logo may seem objective on a visual standpoint, there are characteristics that you can take note of to come up with more measurable criteria. 


Your logo should be aligned with the market you are trying to target, as well as the nature of your business. Using the right colors, fonts, and visual elements like icons or graphics will be essential to crafting your message. For example, cursive fonts give off a sense of elegance and can be suitable for jewelry companies, whereas round and cartoon-like fonts give off a sense of playfulness that may suit children’s toy companies. 

Similarly, colors can trigger specific emotions with customers and can be used to express your company identity. Red, for instance, is often used in restaurants since it is known to encourage appetite and hunger. Finally, the symbols you use are essential in expressing our values and ideas. You do not necessarily have to use an icon of what you sell or offer, but can opt for something more implicit like a symbol that represents something related to your business.


Customers should be able to recall your logo for you to establish a brand identity. Again, your goal is to create a connection so that customers can easily associate your logo with your company. To make your logo memorable, you need to combine the right visuals and text to achieve balance. Overall, it should not be too cluttered as this can appear confusing, but should contain all the pertinent elements. Additionally, your logo should be unique for it to stand out from all the others.


A good logo must be able to stand the test of time and continue to have the same impact even after many years. Your logo will serve as one of the most critical aspects of your brand, so changing it may confuse consumers and prevent them from making a connection with your company. Focus on quality–do your market research and understand your target market to see what will strike their interest. At the same time, avoid following trends that may be hyped at the moment since these can fade quicker than you know.


Your logo should be usable in many instances to maximize your exposure to potential customers. Whether you are using it for your social media account, packaging, or large banners, the logo should still be easy to distinguish and not distorted. If your logo has all the characteristics mentioned above but is limited to one size and shape, then you are severely limiting your options to communicate your brand.

If you’re looking for more information on building high quality, successful marketing plans, or looking to rebrand – Waves Digital is right for you! 

Get in touch with us below!

Choosing Fonts That Pair Together

Choosing Fonts That Pair Together

One of the essential design practices involves pairing the right fonts together to enhance readability and visual impact. Whether you are a professional designer creating a website or a non-designer looking to write a resume, choosing the right fonts to match each other will have an impact on your message and the readers’ interest. 

When you find the perfect font combination, it can be the best feeling in the world. However, the process of getting there is not always so easy, and often, it can be frustrating going through so many combinations that do not seem to work. Fortunately, some design guidelines can aid you in this process, so you can save time and avoid going through countless trials and errors.

Combine Serif and Sans Serif

Serif fonts contain decorative stems at the end of a letter’s stroke, while sans serif fonts do not have such embellishments. If you are unsure of where to start, pair a serif and sans serif font together because the two create contrast. The differences in the structure and anatomy of the two fonts will create more visual appeal as opposed to the impact of two fonts that look similar to each other.

Think of Contrast

Contrast allows you to capture the attention of readers since you are differentiating the designs of each piece of information. Aside from combining serif and sans serif fonts, there are also other techniques, such as color, style, and weight, that you can utilize to achieve contrast. However, while you want to distinguish fonts through contrast, you also have to be careful not to cause conflict or too much visual disharmony. 

The goal of contrast is to find fonts that can complement each other while still being distinguishable. You do not want the two to be too different that it almost seems like they are “competing” for attention, but you also do not want them to be too similar since it will not create the impact that you want. 

Create Visual Hierarchy

Creating visual hierarchy is essential to establish differences in your textual elements. Readers should be able to see which part of your work is the heading, sub-heading, and body based on the size, style, and weight of the fonts you choose. Start by determining what information is the most important, the part you want readers to see first–this will be the heading, and will usually have the largest font size and weight. Organizing your font designs accordingly will help readers understand how to navigate through your text. 

Do Not Overdo It

The number of fonts you pair together will depend on the nature of the work you are doing. For example, magazines and other publications tend to stick to two or three fonts so that the company can establish a brand design. While other projects that call for intricacy may require more fonts, it is always a good rule of thumb not to overdo it. Putting together different fonts can be exciting from a design perspective, but you do not want to use too many fonts as it will confuse readers and prevent you from achieving a proper structure.

If you’d like to know about more ways you can create a unique brand identity, drop us a line (647) 892-8259, or send an email to [email protected] Get in touch! We’re here to help ⚡️

High Point Contracting X Waves Digital Canada

High Point Contracting X Waves Digital Canada

We’re excited to share our most recent website build for our new friends over at High Point Contracting!

High Point Contracting specializes in new residential, commercial and industrial landscaping and earthworks services. They reached out to us to help us modernize their website while showcasing their services to reach a larger audience and gain a bigger presence on the web.

“From the first day we met with the team at Waves Digital we knew that our company was in good hands.” – Jesse Leitch, Operations Manager.

We worked closely with High Point Contracting to deliver their dream website! We were able to bring our creative ideas to their attention to create a quality user experience to High Point Contracting customers and website visitors.

“With today’s web and advancements in technology without a doubt in our mind we know that Waves Digital will transform your site to be running more optimal, efficiently, aesthetically and with the current trends of new website developments. Our experience with Waves Digital was excellent and has helped us reach out to our residential and commercial developers with an aesthetically pleasing and easy to navigate website for our users to enjoy. 

“I would recommend Waves Digital to any company in any industry regarding a new website, a refresher on your old website or advice to increase your website’s presence. Thanks again from our team at High Point Contracting and all your hard work.” – Jesse Leitch, Operations Manager @ High Point.

We had a pleasure working with High Point Contracting and would highly recommend them for a great customer experience!

Interested in a fresh, professional website or revamping your current branding? Get in touch! We’re here to help.

How to Develop a Unique Brand Identity In 2020

How to Develop a Unique Brand Identity In 2020

If you’re working to build the first brand identity for a client, or you’re doing this for your own company, it is important to understand first what a brand is and what it takes to establish one. It is not as simple as giving the company a name and plastering it on everything. Here are some of the reasons and ways to ensure a unique brand identity. 

Why is Brand Identity So Important? 

As the essence of all the company is and does, brand image is vital for the future of your company. Brand identity is important in giving your business a personality. This gives potential clients a more personable feel as well as establishing you as separate from the rest of the more nameless, faceless brands and companies.

The Face of your Business 

Some people consider the logo of your brand as the “face” of your company. The contribution a logo makes to brand recognition is often associative. It tells the public that the image you pick reflects what your company stands for. Although this can be true, logos can change and evolve so we recommend every brand designate a REAL face of their business. This is a real person or people that can be used to develop personal relationships with clients and customers through social media, multimedia and in-person events. People buy from people they like and people they trust. Nobody trusts or likes a personality-less logo. 

Brand Trust 

So you chose your brand name and your logo. It’s time to build authority, credibility and make your company memorable. What are some ways to do this? Get consistent on social media. Showing up every day will keep you top of mind. Whether or not you have the education or credentials is insignificant if you can clearly outline the value you offer to your ideal audience every time you show up. Building a brand is about building perceived value. Be honest, tell your audience what solution your product or service offers and keep saying it. A brand that conveys a clear message, and continuously retains the face of their business over time builds reputation among its rivals and confidence among its customers.

Colour and Type

Creating a palette of colors is a way of strengthening your personality. It gives you the flexibility to create exclusive designs for your company while staying true to your brand identity. This is particularly important if you choose to use Instagram as a social media platform.

While type design of “mix and match” has become quite the trend, this does not mean mixing a handful of fonts is necessarily a good idea for your business. There should be clear use of typography on your logo, on your website, and on any documents that your company produces (print and digital). When you look at Nike’s website and its advertising, it retains the same typeface and design in all facets of the brand.

For millions, if not billions, of companies seeking to make a name for themselves, having a clear brand has become important for companies to stand out from their rivals. Long after you make a sale, your company can leave an impact on your customers. If you are interested in learning more about the importance of and creation of a unique brand identity check us out at wavesdigitalcanada.com

SEO In 2020

SEO In 2020

SEO is an acronym for Search Engine Optimization. SEO’s history dates back to the 90s when the search engines first appeared. In 2020, it’s now a critical marketing tool and an ever-growing field. It is commonly referred to as a strategy, however, at the most basic level it is simply setting yourself up to be recognized by any search engine as relevant to a specific search.

What is a Search Engine?

A search engine is “a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user used especially for finding particular sites on the World Wide Web.” as defined by the Google Dictionary.

Google is an example of a search engine. And so is YouTube!

Wherever there’s a search bar and the user receives relevant information is considered a search engine. The results you get are always based on the most relevant content to your search. This is where optimization comes into play.


In order for search engines to produce a list of the most relevant results for any search, they must search through their own database and determine which items are relevant. They do this by running the searched term through titles, paragraphs, image descriptions, essentially anywhere and everything that can be named. 

The practice of optimizing doesn’t have to be complicated and actually doesn’t require a confusing or unique strategy to succeed. By simply not making any mistakes, you’re already more than halfway there. Optimizing just means making it the best you can, and having your website in a position to be picked the most often. This means avoiding uploading any images named “capture.png” or “download.jpg”. Also avoiding leaving any page titles blank, and/or using the heading 5 tags for all of a page’s headings. 

For Example…

Let’s say you own an online business for dog food. When a user goes onto Google and searches for ‘Dog Food’, Google then searches through every website looking to create a list of the most relevant websites for that user. If the title of your website doesn’t include ‘dog food’, then you’re most likely already out of the race, and this is because your website title isn’t optimized for this search term. After website titles, Google is now going to look through your website’s subpages, and see how many of those include ‘dog food’ as well. Then Google will index how many of your entire website’s headings include ‘dog food’ giving more importance to H1 than H5. Long story short, every piece of content, media, and item on your website needs to be named correctly and formatted correctly to look it’s best so that Google has no problem ranking your website for the user’s searching for your keywords.

Why is SEO Important?

Optimizing your website is important because organic search (ranking on search engines based on keywords and not from paid ads) accounts for 73% of all website traffic on average.[1]

Additionally, 71% of all website clicks are on Google’s first page and has been as high as 92% in recent years.[2]

This shows how crucial it is to rank on Google’s first page of results, which is usually in the top 10. Of course, this isn’t easy to do. Most keywords you want to rank for, a lot of other businesses also want to rank for. If you want to beat out the competition for those top 10 positions, you have to make sure your website is not only flawless but that your website is also a proven relevant website for the keyword. This is where backlinks, traffic, and content marketing will give you an edge on your competitors. If other reputable websites are linking to your website, it tells Google that your website is also reputable, and that will help you climb the rankings. The same goes for traffic! The more traffic your website gets, the more helpful Google views your site to be.

Every search is like a new competition. Your website always needs to be as perfect as possible to catch the attention of search engines every time, to be chosen for a high ranking. If you’re below the top 10 rankings, you’re missing out on traffic and leads.

  1. https://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063
  2. https://www.forbes.com/sites/forbesagencycouncil/2017/10/30/the-value-of-search-results-rankings/

How Difficult is SEO? 

Search engines including Google, Bing, Yahoo! and other index websites are designed to construct an order based on various ranking algorithms. Can we find these algorithms? Yes and no. Google uses over 200 criteria in its ranking. Although though we know many of them: quality content, backlinks or technical items like website pace, many of them are kept as a secret.

Of course, you don’t need to know all the criteria for your website to rate. There are three critical aspects to understanding what the SEO is all about: technical stuff behind the website (technical and on-page SEO, the content of your website, finally quality backlinks increasing the authority of your website – the last aspect to make your SEO.

Are There Different Types of SEO?

  1. Black Hat SEO

Black hat SEO is a compilation of unethical activities in the search engine results page to boost website rankings. They are designed to impact search engines, without taking into account the human element.

Black hat SEO will get you to the top of the SERP in a short time but search engines would most likely sooner or later penalize and ban the website. 

2. White Hat SEO 

White hat SEO Is an ethical set of techniques that adhere to guidelines and rules. The basic parts of SEO White Hat are: Consistency and relevant content overall website optimization link building White Hat SEO is a long-term strategy geared towards enhancing user experience. In general, terms, being a good guy in the SEO environment is perceived to be the best path.

There’s also, a concept called the Grey hat SEO, a strategy as contrasted with the Black hat techniques, you may riskless. Grey hat tactics aren’t specifically specified by Google so you can gain thousands of website visitors a day later while not being penalized or losing any of your rankings. However, with that being said you don’t want to make Google your enemy, in general. So its best to adhere to White hat techniques.

On-Page SEO vs. Off-page SEO 

There are two broader SEO categories: on-page SEO and off-page SEO.

On-page SEO includes all ranking criteria for Google that they assess by looking directly at the website, you are attempting to optimize, such as the headlines, content, and page layout.

Off-page SEO applies to all factors that Google looks at, which are not in your own hands solely. We rely on other outlets, such as social networks, other blogs inside your field, and the searcher’s personal history. They’re different but to do well with SEO you need to get them right.

How Will SEO Help Grow Your Business?

Improving your SEO results in users finding your website when they search for terms related to your business. The increase in traffic will be exponential because the more visitors your website gets, the more search engines see your website is reputable. This will, of course, increase your leads which leads to an increase in revenue. If your website isn’t optimized, you’re simply missing out on traffic and leads, which is not the way to grow your business. Make sure to make SEO the main focus for your marketing team and to have regular checks to ensure everything is set up the way you want it to be. Google and YouTube can’t read your mind, so make your website and channel obvious as to what they’re relevant towards and begin your journey to the top of the rankings!

Where Does Waves Digital Canada Come In?

At Waves Digital, we offer an SEO package that includes website analysis, keyword research and planning, and quarterly reports packed with info and recommendations to improve your SEO. We’ll identify aspects of your website that need tweaking, fixing, and rebuilding to be optimized, as well as plans and strategies to compete with keywords of your choice. And our reports? They’ll give you an update on where you’re at right now, the progress you’ve made, and recommendations on how to continue to improve.

There is a lot of different aspects that affect your SEO and depending on what you’re looking to be ranking for, there are likely changes you need to make to get your business in a position to rank for those terms. We simply help you identify those changes and help implement them to get your website or channel on track to climb up the rankings.