Design

I've been working on branding projects for 10+ years. 

People tend to overcomplicate the process and for a startup that doesn't work. On the other hand, just building a logo with an online tool is not always the right decision.

So, here are three elements you should focus on:

1. Build a clean visual identity. Pick one colour, logo, and font that sends the right message. The right colour says a lot about your brand; you can keep it simple with the logo. 

2. Tell a good story. Who are you, and where are you going? Why are you going there inspires others to come with you. People love and understand simple stories. 

3. Build a good experience for your customers. Be open, available and transparent. Share all the info your customers might want to know and make it really easy for them. It's all about the customer.

This structure seemed to work nicely.

If you get these right everything else falls into place.