A logo is what identifies your establishment. It is vital for a company which aims at promoting their brand because it is the most recognizable symbol of the company. Taking the time to create a crisp logo for your brand is in your best interest. A good logo makes your product stand out and wins the trust of your target group.
Entrepreneurs with new brands make the common mistake of taking shortcuts when designing their logo. This is to either save money or time. By not investing time and money in logo design, you find yourself spending more time and money later on when you have a bad logo plastered all over your office and products. In order to create a successful logo for your brand, you will need to follow the right process. Here are some tips to help you get on the right track when designing a logo:
- Do an extensive research
First things first, you have to know what you are designing. If you are designing a logo for a client, conduct an interview and get briefed on the details of the brand and how they want the logo to look. If it is your own project, try writing a short description of your brand to keep you on the right track. After this, conduct an extensive research on your industry or niche. Look at the history, how your competitors present themselves to the market. Here, you will notice some trends e.g. many telecommunication companies logos have swooshes and the shape of a globe. Use such observations as a blueprint from which you can refer to, draw inspiration from and modify and/or completely change.
- On your mark, get set…sketch!
Sketching is an integral part of designing a logo. The first few sketches will not necessarily produce the perfect logo and you may have to draw a couple dozen sketches. However, this is where the creativity sinks in. You will find that the more you sketch, the more ideas you get and your sketches evolve to produce better and better designs. After sketching, it is easy to plot it on a computer or send to an expert designer to smoothen out the rough edges.
- Be unique
When designing a logo, you should aim at being unique and creating something that stands out. A word of caution here, you should not go over the top and create something outrageous. It can be exciting to create a cool logo with bright screaming colors but it may not portray your company’s image. On the other hand, you should not create something that is so generic that it looks photocopied. As much as you should look at your competition and imitate their methods, you should not imitate their logo. Your logo should be identifiable at first glance. Therefore, it is okay to get inspiration for your logo from other companies but not copying the entire thing.
- Make your logo memorable
One important aspect of a logo is that it should be memorable. One should spot your logo somewhere and be able to remember it the next time he/ she sees it again. A good example of a logo that is easy to remember is Apple’s logo. It resembles an apple which has a bite taken out of it. Apple achieved memorability of their logo by taking something familiar (the apple fruit) and modifying it.
This logo becomes instantly recognizable even when placed among other images. You can try making your logo memorable by creating a unique shape or style. Another tactic is using a combination of colors to make it memorable. A good example is the ‘ToysRUs’ logo which has a unique color combination and the ‘R’ facing backwards.
If you want to create a logo, you should aim at making it as simple as possible. Take out all that complicated designs and shadowing effects and throw them out of the window. When designing a logo, you should follow the KISS rule which stands for “Keep It Simple Stupid”. A simple logo encompasses almost all aspects of a logo; versatility, easy to recognize, memorable and scalability. An example of a simple logo is Nike’s swoosh. It was created in 1971 for only $35 and is now one of the most popular logos on the globe. A simple logo can be seen when speeding on the highway or on a supermarket shelf when stacked together with other products.
- Should be visible when displayed in black and white
Designing a logo should not be done without foresight. For example, you will find that your logo will be displayed on official documents, contracts and so forth. You will not find your logo being printed in full color every time. To counter this, you should ensure that the logo for your brand looks presentable when placed against both a black and a white background. By making your logo simple, you can easily present it in black and white. Also avoid using colors which will make your logo dull in gray scale.
In order to design a crispy logo, you will need to make it versatile. Most of the successful logos are those that are versatile. You should consider the fact that the logo will appear in many formats. The brand logo will appear on t-shirts, caps, umbrellas, mugs, pens and a lot other accessories. Your logo may look good on a poster but terrible on a mug or a pen. In order to get an idea of what versatility means, you should ask yourself these questions: Is your logo still effective if it is printed…
- As big as a billboard
- As small as a stamp
- In one color
- When the colors are reversed
These questions when answered will help you create a logo which will be versatile and hopefully last for many years. An example of a versatile logo is that of Apple. It can be magnified, made smaller and printed in multiple colors without losing quality.
- Aim to make the logo impressive
The logo as we stated earlier is the identity of your brand. It is paramount to take time and create a logo that will stand out when pitted against existing brands; more so if the brand is new to the industry. In short, you should ask the question – what makes my brand better than others? Having an impressive logo which is aesthetic can work wonders for your brand. It gives your partners an assurance that they are working with a powerful company which has a professional touch to doing business. A bold and crispy logo gives your brand a competitive edge and superiority over your competitors.
- Use logo variations
Making variations to your logo is one way of promoting your brand. It should be on the list of considerations when designing a logo. Examples of logo variations include changing the color (it should be within your color scheme), dropping the company name or using the logo in different graphic representations. A common variation of a logo is putting it in gray scale. A variation of your logo can be used in advertisements and can also be placed on a website for digital marketing.
All these should be considered when designing a logo. Being able to vary the aspects of the logo goes hand in hand with making changes to a logo later on.
- Your logo should be appropriate
The way you position your logo is extremely important in creating a strong market presence. This means that your logo should appeal to your target audience. For instance, if your company sells kids products such as toys, the logo should be appealing to children. They should recognize it and this is achieved using colors and a design which they like. However, this does not mean that you should have a logo depicting what your company does. Logos for dentists need not show teeth, a car dealership need not have an automobile in their logo. An example of this is the Mercedes logo; it does not even closely resemble a car but it is universally recognized as a car manufacturer.
- Your logo should be timeless
Creating a crispy logo that will stand out will need you to brainstorm on a design which will never run out of style. The logo created should last for many years because it should show longevity for your brand. A common mistake that people make when designing a logo is looking for new trends. Searching for “new logos for 2016” on the Internet is good to check out the industry and what is trending. It is inappropriate to perform a search like that with the intention of copying logo designs. Trends come and go and they are good…if you are talking about fashion. When it comes to a logo, you want something long lasting and durable. A simple logo can be timeless. Take the example of the ABC logo. It was designed by Paul Rand in 1962 and has never changed since. Coca Cola is another example of a logo which has lasted through the years and maintained its superiority also.