• Ashley Hunter

Branding - It's the Feeling For Me

If you speak to any marketer or brand strategist, they'll tell you that branding is much more than the design. It includes strategy, marketing, trust, advertising, and so much more. But, for the purpose of this blog we'll be discussing all things aesthetic: colors, fonts, logo, and personality (I know, I know its not exactly aesthetic).

So what does branding look like? Let's choose a really popular brand...say, Targét.

We're all familiar with Target and how you magically end up spending $138.90 at the store when you just went to get a new french press. But how does Target do that? Let's break that down...


It's no secret that colors elicit emotions - so much so that it's a whole branch within psychology. Every color brings out a different emotion without us even realizing it. The color orange screams cheerful and optimistic while blue can be seen as dependable and trustful. Target's color red evokes excitement and shouts out passion and energy. Plus red is also really easy to spot.


The font Target uses for it's current logo is Helvetica Neue Bold. It is classified as a sans serif font. What does sans-serif mean? The answer is simply in the name. A serif is a decorative stroke that finishes off the end of a letters stem (sometimes also called the “feet” of the letters). So, sans-serif means "without feet." Sans serif fonts are easier to read on-screen, they generally maintain their size when reduced, and they tend to retain their visual appeal across different platforms and browsers.


Target's logo is very clean and minimalistic. There's no razzle dazzle or gimmicks around it. If you're driving down the freeway and you see that red circle with a bullseye in the middle you automatically know there's a Target there without ever seeing the words. Not all brands can say that.


What do you feel when you see the Target logo? Every brand has a personality. Now whether that personality comes through is awholenother story. The combination of color and font, as well as their marketing, clearly helps push their personality. Target's personality is fun, stylish but also cost conscious compared to its #1 competitor, Walmart. Walmart's personality (its color, font, and logo) shows its very dependable and smart spending personality. Stores that virtually sell the same thing but offer different personalities which means they market to different consumers.

Since its creation in 1902, Target's logo has undergone major transformation. This a reminder that your logo and branding don't have to be perfect, you just need to start somewhere. Take a look at the logo's evolution below:

Are you in the process of branding or rebranding your business? Feel free to ask questions below. If I can't answer it, I'll reach out to someone who can!

Xoxo, Ash

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