Great brand logos do much more than simply create a memorable image for your company. They are also capable of portraying its core values, resonating with the viewer on a personal level and imbuing a unique sense of identity. This is why a great deal of thought needs to go into the design concept. However, such a task is often easier said than done. There are many variables to take into account and perhaps most importantly, you should be well aware of the steps involved during the creative process. This is why appreciating the basics behind a great logo design is the first step towards boosting the image of your unique venture. Let’s take a look at some expert recommendations.
1. The Allure of Simplicity
One of the most common mistakes often made by novices involves trying to embed too much information within the logo itself. This will ultimately achieve nothing more than confusion and a less-than-professional appearance. Furthermore, customers may find it difficult to discern what your brand is actually trying to say.
This is why the most memorable and effective logos tend to be clear, simple and straight to the point. Consider these well-known examples in order to better appreciate this point:
- Coca-Cola
- Apple
- Microsoft
- General Motors
Although all of these businesses are associated with disparate industries, they share one trait in common. Their branding is clearly recognizable due to the aforementioned principle of simplicity. Try to stick with the same font, keep the mission statement (if present) clear and avoid using too many colors. This leads us directly into the next point.
2. Clever Colors
Colors are excellent ways to convey a specific emotion or underlying principle. For example, greens and browns are frequently associated with organic products. Blues and purples can be used to illustrate intelligence and a forward-thinking attitude. Reds and oranges will often be used to target a younger and more active generation. Pinks and yellows are frequently paired with companies promoting female products.
Take a moment to think about the core tenets of your business. What are you trying to silently communicate to the customer? These are some of the ways in which you can determine the most appropriate color palette. Still, never be afraid to experiment with different tones during the early creative stages.
3. Flexible and Scalable
We need to keep in mind that your logo will be viewed within a variety of mediums. Some types of branding will need to be significantly downsizes (such as if will be present on promotional items such as pens). Complicated designs will only hinder your efforts in such cases. Others may appear on t-shirts, billboards, vertical display banners, laptops, mobile phones, and water bottles. Thus, it is important that the image is able to be scaled up or down without losing its core elements.
One of the problems here is that logos are often designed within the digital domain before being leveraged in the real world. Thus, the resolution of images can be challenging when viewed at different sizes sand dimensions. Furthermore, enlarging a logo may bring out tiny elements that were not previously noticed. This is why it is always important to utilize great logo design software. These bundles are able to offer a user-friendly appeal while still being capable of performing extremely technical tasks. You will therefore save a great deal of time and money in the long run, as preliminary mistakes could otherwise cost you dearly in the future.
4. What About Black-and-White Designs?
We need to remember that traditional forms of advertising are still prevalent in this day and age. Newspapers, circulars, leaflets, and local magazines are a handful of examples. When referring to this type of media, the chances are high that your logo will appear in monochrome as opposed to color. So, be sure to evaluate its appearance when viewed under black-and-white conditions. Of course, many of the colors that are present will no longer be visible and there are times when this could detract from the appeal of the design in question. It may therefore be wise to create one logo adapted for black-and-white purposes and another which displays your choice of colors. On a final note, monochrome logos tend to be much cheaper to produce; an added benefit if you happen to be governed by a limited budget.
5. Unique and Memorable
It only stands to reason that any logo should boast a standalone sense of singularity. In other words, its design should not appear similar to any other images currently on the marketplace. There are two reasons behind this logical observation. Unique logos will enable your firm to establish a strong brand identity across multiple channels. Secondly, they are much more likely to be remembered by potential customers. Easily forgettable designs could otherwise quickly torpedo what may have otherwise been a sound marketing campaign.
6. The “Evergreen” Principle
The term “evergreen” is often used when referring to content creation and yet, it is just as applicable in the world of logo design. It makes little sense to create a brand image that needs to be changed over time. Here are some examples of mistakes to avoid:
- Serving your community for eight years.
- Your source for COVID-related healthcare products.
- Your 2021 technology experts.
It is obvious that all of these mission statements (and therefore the associated logos) will need to be updated on a regular basis. Not only can this prove costly, but the fact of the matter is that your audience will be left confused and doubting the longevity of the company in question. Create timeless logo designs that are able to establish a sense of longitudinal trust and confidence.
Create a great logo from scratch does not necessarily have to equate to rocket science. Still, there are a number of important strategies to keep in mind so that your brand rises head and shoulders above the competition.
Banner Image by Mian Salman
