Logo Essentials | How To Design A Logo: Branding Basics Every Logo Designer Should Know
Logo Essentials | From logo contests to (supposed) $99 logos online, you can find a logo to fit almost any budget. But the crucial question is: does it fit your brand? Are you getting quality design services or will you end up with just another set of clip-art with your company’s name attached to it? Big companies spend literally millions on their logos because it has such a strong effect on how people perceive their brands, and in order to make a strong first impression on clients, even small businesses and startups need an effective logo.
Logo design is certainly one of the most challenging elements of graphic design. It may sound easy at first, but powerful logos tend to have several characteristics in common. To get the best end result, an appropriate logo design that packs a punch, consult real professionals that use a consistent, strategic process. Here are a few more helpful tips to make sure you succeed in designing the best logo for your brand.
Keep It Simple | Logo Essentials
An often mistake made by new designers is to over-complicate, or over-design. It is very possible that you will feel very passionately about your logo, which means that you have lots to say. However, a logo doesn’t give you a lot of space to express all these thoughts, so shoot for precision without losing your message. Simplicity is a great thing and when in comes to design, less is definitely more. A simple, yet memorable design will quickly become associated with your company and set it apart from others in your market.
Be Unique | Logo Essentials
In a world full of swooshes, arcs, leaves and other logo cliches, this is easier said than done. Use your logo to promote your brand identity and boost your client loyalty. Why not use a design that you actually thought up yourself rather than copying what everyone else is doing, including your competitors? Look at what’s out there and find an opening for something new. When looking to avoid brand confusion, take into consideration the color, shape, symbolism, and flow of your design.
Make It Appropriate | Logo Essentials
When you’re designing a logo, think about the appropriateness of the symbol or fonts you use. For example, a skull and crossbones will not work for a wedding photographer. If your business offers professional services, such as legal advice or medical treatment, design a logo that portrays the level of professionalism expected by your target audience. Forget about humor or the cute factor for these types of businesses. Figure out your ideal client and the message you’re trying to send out. Even rounded edges versus sharp corners can mean the difference between aggressive and passive messages.
Your Logo Should Be Memorable | Logo Essentials
Your logo design is a visual symbol of what your company stands for. The logo will often only get a quick glance, so it has to make a fast impression. Everything from TV ads and roadside billboards to web banners and pop-up ads on game apps seems to be shouting at us with a sales message. Eventually, amid the high volume of commercial communication, all but the most memorable messages become noise that the brain learns to filter out, so you have to make sure your logo is memorable.
Aim For Longevity | Logo Essentials
A modern and trendy logo is fun to design, but it may go out of style sooner than you think. If you’re redesigning your old logo, you run the risk of confusing your clients, or even worse, losing them. While many logos will be updated over their lifetime, its definitely not a bad idea to design something that will look fresh after a few years. Avoid “trendy” fonts and symbolism. Instead, choose a logo that will stay current and relevant for 10 to 20 years, maybe even longer. That’s the sign of a great design.
Brandability | Logo Essentials
A logo is your company’s public face, so it must be easily transferable to any medium that bears your brand – whether it’s a fleet of trucks, packaging, web ads, or social media, or all of these. Vector files allow for scalability (both small and large-scale) and provide the greatest quality when reproduced, such as when they are printed or produced in other forms. Keep in mind that photographs are not vectors. They also don’t scale, have no branding value and are hard to adapt for any use, so make sure to avoid them when designing your logo.
Use It Everywhere | Logo Essentials
Once you’ve got a logo, resist the temptation to tweak it. Include your logo everywhere. Every piece of paper that leaves your office —from invoices to letters and cocktail napkins — should have your logo. A brand logo is often the first experience a person will have with a company, which is why it must convey the right message and make a large impact. Following the tips above will ensure the design process goes smoothly, and the company is represented in the best light possible.