First impressions are lasting impressions. As a business, you only have one chance to make this impression. Your logo is your first opportunity and you need to make it bang!
There are thousands of businesses out there that have ineffective logos. Logos that deliver a neutral, bland or a negative brand promise. Potential customers are exposed to your logo first. They have no prior knowledge of your brand. This first sighting needs to instill confidence and belief that you deliver an amazing product or service. It also needs to clearly communicate your brand identity.
Developing your logo is likely the single most important decision you’ll make.
1. Don’t settle on a generic logo
A new brand doesn’t have the luxury of years of brand recognition. People don’t yet have an association with your brand. Logos need to be clear and easy to interpret. Without a huge advertising budget, you can’t afford to be too generic. Consumers need to understand the nature of your business – at first glance. You need to very quickly connect with your audience. By the same token, you need to give them something disruptive that will break through the clutter in a competitive space.
2. Select typography that reflects your brand
The basic structure of a logo is created from two elements: 1) Graphic or Icon and 2) Typography. These two elements need to work in perfect balance and harmony.
When our designers choose a specific Typography, they select it to communicate a certain brand message reflective of your brand personality. Is your brand elegant or whimsical or is it perhaps futuristic or conservative? The Typography selected needs to communicate this personality type.
3. Choose logo colours wisely
Some brands and industries have very traditional and typical colour palettes that are associated with their product or service. For instance, water companies select hues of blue, whilst environmental brands often use colours from a green palette.
It’s wise to consider your competitors colours as part of the initial research. You need to choose a colour scheme that will not be confused with that of existing brands. Think about how you can be disruptive in your space by choosing unique hues.
4. Consider how your logo will be applied
The application of logos is often a factor that is overlooked in the design phase. You want to avoid having a logo that is too complicated to explain to third parties who are going to be applying it to various mediums. If you will be using a lot of outdoor mediums such as billboards and vehicles, it’s more important to have a memorable icon. Consumers only have fleeting seconds to connect your brand to your icon.
A simple test is to cover up the typography and simply look at the graphic. Does it give the viewer an idea as to the nature of the business?
Another vital consideration is how your logo will feature in a variety of executions such as:
A) Business cards and stationery: Think of how your logo will appear on your card. Think in terms of the clarity of your logo and how it translates into small spaces.
B) Signage: How will your logo feature in a large format? The orientation (landscape or portrait) also comes into play.
C) Vehicles: This signage needs to be designed to stand out rather than fit in, with your branding as the primary message.
D) Uniforms: Make sure your logo will translate well on staff uniforms and that brand colours are well integrated.
E) Web and Mobile design: Your website is your ‘shop window’ so your logo should feature prominently. Your logo should also respond without distortion across all mobile platforms (iPads, Smartphones).
6. Social media: Your logo should work well in the various formats for different social media platforms. For instance, on Instagram in a square format and for LinkedIn and Facebook, in a more rectangular graphic.
Check out the 10 most iconic logos of all time.
Hire the logo pro’s
Designing a logo is not the place to cut corners. So much of a brand’s success is dependent on a great foundation. The value of a good brand is immeasurable. Choose branding specialists that speak your language and make it their business to understand yours. You want to have a direct dialogue or even short workshop with your branding company. Make sure that the artwork they develop is original and not from clip art or a cheap copy of another brand. Professionals also understand how to develop a style guide to display how your logo should be treated in various applications and against different backgrounds. Having a logo style guide will save you many hours of heartache and ensure your brand retains its integrity wherever it appears.
Email the logo guru’s at firstname.lastname@example.org if you are considering a rebrand or a brand new logo.
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