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Examining brands similar to the one you’re working on helps you find trends in the industry and stay up to date with what competitors are doing.
If you’re creating a logo for a software as a service company, investigate similar brands and take note of the colors, fonts, and shapes they use. Chances are, they cater to the same target audience and know how to use branding to reach them. For example, they might harness specific to evoke the feelings you want your audience to experience.