With the proliferation of freely logo design apps, it increasingly seems as though creating a logo simply involves slapping a business name on a random square template and calling the job done. Yet, logos are of far more importance to warrant such a casual approach.
A logo is often the first impression customers and prospects have of your business. It influences their perception of your brand, their attitude toward your products and ultimately their purchase decisions. Before you settle for a cookie-cutter logo, read through these tips on designing a logo that’ll complement your brand.
A great logo is simple. A useful test to help you know whether your logo passes the simplicity test is to think about the number of moving pieces there are in the logo. The more the pieces, the more complex and potentially confusing your logo is. A simple logo is clear, easy to look at and quickly communicates the brand.
The easier the human mind can process an image, the more likely it is to be attracted to it. That’s why all leading brands have a simple one or two color logo. Think about IBM, Apple, Coca-Cola, IKEA, Facebook, Toyota, Samsung, Mercedes-Benz and Nike. In fact, it’s difficult to find any iconic logo with more than two colors.
2. Be Unique
A logo distinguishes a business or brand from the competition. That’s why uniqueness is so vital. This is one of the reasons you should avoid creating your logo using popular free logo apps.
That being said, no logo design approach can guarantee complete uniqueness. Remember that there are already hundreds of millions of logos out there so the chances of creating something completely original aren’t that high. Many logos online are simply slight modifications of existing logos.
Ergo, always remember that designing a unique logo isn’t just about the avoidance of imitation but about creating something rare and memorable.
3. Know Your Brand
While it’s true that a logo is an image, it’s also more than that. It is a visual summary representation of the brand. When designing a logo, it’s important to always keep the target audience at the back of your mind. You could start by writing down what you understand about the brand, its objectives and what it represents.
Based on these preliminary notes, sketch or download imagery that captures the message and mood you hope the logo will convey. Nevertheless, don’t allow the aesthetics to overshadow the underlying message. Also, avoid interpreting the brand too literally as this makes it difficult to create something original.
4. Know What Different Colors Evoke
The color(s) you choose for the logo is more important than any images and text therein. Different colors evoke different emotions. Ever wonder why the overwhelming majority of the world’s largest banks and financial institutions have blue on their logos?
That’s because blue connotes professionalism, reliability and tranquility. Similarly, red is bold, energetic and sexy. Green and brown are more appropriate for businesses focused on the organic, instructional or rural space.
Overall, bright bold colors grab attention but may also be perceived as brash. On the other hand, muted tones have an air of sophistication but are easier forgotten. The color(s) of the logo should be an accurate representation of the brand’s positioning.
5. Market Testing
It would be great to keep the logo a secret until you finally launch it to the public. There’s just one problem with that: the market reaction may be surprising but not in a nice way. Fortunately, the internet has made market testing a fairly quick and low cost process.
So as you are developing your business’ internet marketing strategy that’ll include SEO, pay per click and social media campaigns, factor in a survey that’ll get a feel of how the public perceives your logo. You’ll get different reactions from different people but somewhere within their collective opinion will be the truth over whether your logo is fit for purpose.
Finding the right balance between a logo that’s visually appealing and also communicates what your business is about won’t be easy. Nevertheless, by following these tips, it can be done.