If you’re starting a business, one of the most important design elements you will need to consider is your logo. A logo has a massive impact on how your customers perceive your business. Logos create your business personality and first impressions; it’s a lot more important than you think.
When done well, your logo will stick in your customer’s minds. It will look up at them from all your products, business cards and packaging, reinforcing the image over and over again until it becomes memorable. A great logo needs to leave a lasting impression and beat out the competition.
If you’re on your logo design journey, here’s what you need to know about coming up with that perfect design.
Define Your Brand
Your logo will communicate your brand personality, so these two things can’t be mismatched, or consumers will be confused. So, you need a clear idea of what your brand is, and what makes it unique, so you have an easier job of picking designs that complement your brand.
What are the beliefs and values of your company? What makes your business unique? What words would you use to describe your business? Or words that you would want your customers to use to describe your business? By answering these questions and more, you will be able to come up with a comprehensive picture of what you want your brand to say, and how you can get your logo to reflect this.
Start with a brainstorming session to pin down what you want your logo to look like and why. Consider your target market, what demographics they fall into, and what is important to them. Get your friends or business partners involved so it’s a team effort; more minds working together on the problem is better than one.
Explore other companies and their logos; they don’t have to be in the same industry as you. Take a look at how they use design to get their message across and what associations they create and why. Pinterest can be a helpful tool here; gather together the logos that inspire you and that you are drawn to and ask yourself why.
Think about how your own company could be summed up in a design like some of your favourite ones that you’ve put together. Take a look at the colour choices, the typography and images, and how they invoke certain associations or impressions. By using a site like Pinterest, you will be able to see all of these elements together.
Choose the Design Style
Now that you have your inspiration, it’s time to translate that into a design. Everything from your colour choices to the shapes and graphics used needs to be carefully considered.
Start by picking the right aesthetic for your brand. For example, you could go for a simple, classic style that invokes a reliable and down to earth feel, or a fun and quirky style that plays with colour and uses a cute mascot that would be ideal for a young target market. Perhaps a vintage style would suit your business, invoking feelings of nostalgia for an older market, or a handcrafted style that demonstrates the handmade quality of your products.
Choose the Right Colour
Colours can have complex meanings; check out this previous post about the psychology of colour for a more detailed explanation. Colours can evoke certain emotions in people and create specific meanings. Choosing the wrong colour could create the wrong impression entirely for your brand, so it’s crucial to get right.
Red, for example, stands for passion and anger, blue for calming and serene, black for sophistication etc. Go back to your brand personality and choose your colours according to the kind of impression you’re trying to create.
When using multiple colours, consult the colour wheel for help. For complementary colours, these lie directly across from each other on the wheel; complementary colours will create a dynamic look for your logo.
The Importance of Typography
Like colours, you need to be careful of the typography you choose, as this is just as powerful at creating certain impressions and effects. The primary choice will be choosing between a serif or sans serif font.
Serif fonts are the ones with little “feet” on the ends of the letters that can make them look more old fashioned, like Times New Roman. They can create a vintage, elegant and classic look for designs. Some examples of logos that use serif fonts are Google’s old logo design (it switched to sans serif in 2015), Vogue, Gucci and American Eagle.
- Sans serif
Sans serif fonts are more modern and have a clean look. They don’t have the little feet that serif fonts have, making them a simpler looking design. Some famous logo examples include Calvin Klein, eBay and Facebook.
You could also opt for a script font that is reminiscent of handwriting if you wanted an elegant looking logo that is more individualistic. There are also highly stylised eye-catching display fonts. The typography you pick is a powerful tool when combined with the right colours and graphics, so do your research and don’t opt for the first font style you come across.
Consult a Designer
Unless you have design experience, you are likely going to consult a good designer to create your logo for you. Communicate your ideas and desires clearly to your designer so they understand what you’re looking for. Give them as much information about company style and brand as you can so they can craft something truly unique for you and your company.
What Makes a Great Logo?
A great logo needs to be instantly recognisable, reflect your brand and make your business stand out. It should seamlessly fit your brand identity, be unique, distinctive and timeless. Your logo should tell consumers instantly what your business does but be versatile enough to reflect all of your brand needs.
Consider the bigger picture with your logo. Remember, it’s not about your personal design tastes, but what works best for your brand and will truly reflect what your business wants to achieve.
What Not to Do
Here are some general tips on what not to do when designing your logo:
– Don’t be generic – don’t just copy a competitor or use clichés in your design; it won’t be memorable for consumers.
– Don’t over complicate it – simplicity is crucial for memorable logos.
– Don’t obey the trend of the moment – trends can be great for marketing, but basing your logo around a fleeting trend will ensure that your logo does not stand the test of time.
– Don’t go amateur – so you’ve dabbled in Photoshop before? That doesn’t make you a design expert. Your logo is essential, so don’t skimp on paying a professional to do the job for you.
Once you have your perfect logo, it’s time to get it printed on some business cards and built into your web design so you can start to build your brand. And don’t forget to get that brand-new logo printed on some fantastic promotional gifts so you can begin to promote your company. At EMC, we have a wide range of promotional gifts ranging from pens to bags, cups to t-shirts and so much more. Contact us today for more information.