How To Design The Perfect Logo
by Gemma Agnew
When you think of the most famous logos they no doubt conjure up images in your mind and the important reason is because they are designed in a particular way that makes them memorable. Great logos are recognisable in an instant and should make a lasting impression. Logos are the face of your company, the deliverers of the all-important lasting impression, crucial visual representations of your business, what you do and what you’re about. As a result whether you are designing a logo from scratch or redesigning a current logo, the utmost care, meticulousness and attention to detail must be taken. The following article will outline tips to consider when designing or redesigning your logo for maximum impact.
Aesthetic Element Of A Logo:
The aesthetic element of a logo greatly impacts how your business and its offerings are perceived. This includes font colour, the right amount of white space and beyond.They are much more than simple symbols. Spare no attention to detail.
From the choice of typography (ie. Fonts) and colours, to the use of negative space, the aesthetic elements of a logo greatly impacts the impression it leaves on your customers minds of your business and its offerings.
Questions to ask during the research & design phase
The following are just a few of the many questions to consider:
- Does your logo attract customers to your brand or repel them? One way to find this out is to use social media and run surveys or contests to collect data that will provide you these answers. Facebook is particularly great for this and affordable. You could run Facebook Ads with a budget of just $5-$10/day which also includes having your ad promoted on Instagram who are now owned by Facebook, another suitable great platform due to it’s visual focus. If you’re a new business or an existing business and need help setting up a highly optimised stunning Social Media business page on the social platforms most appropriate for your business (as not all social platforms are suitable for all business types),
- Does your logo stand out or fade into the background?
- Does it represent what makes your business distinct or confuse it with your competitors?
5 Must Haves For A Successful Logo
Well known logos do what a potent logo should do. They identify a brand, make it stand out and ideally, drive customer interest and sales. To rise above the clutter, a symbol or a logo is the fastest communication known to man. It unlocks associations with your brand on sight, so it’s important to get it right the first time around. Your logo is the most important design element as it’s the basis for all other materials such as packaging, stationery, promotional materials and signage.
The Best Logos Have Several Things In Common.
Here are 5 keys to a successful logo:
- Simplicity: The easier it is to process things, the more we like those things. For that reason, most brands want to present a simple aesthetic that’s easy for consumers to digest.
- Brand Consistency: You need to ensure your logo fits your business’s overall message as it will communicate things to consumers about your brand. If you’re starting a new company, you should put some serious thought into your brand’s key characteristics and how you want to convey them in your logo.
- Memorability: The key quality that makes your logo easy for customers to recall, is memorability. This leads to repeat customers and word-of mouth advertising. Your logo should help them remember that you exist and what you stand for.
- Remarkability: The remarkability of a logo is what makes it “worthy of remark,” cutting through the clutter of your industry to reach customers.
- Market Testing: It’s important you do your research when designing a logo and not just use your gut instinct. One way to test various logo designs is to put out a survey on a service such as Amazon’s Mechanical Turk. Also ensure you get some independent feedback about whether your logo is saying everything you are wanting it to say.
There are basically two forms of logos: abstract symbols (like the apple logo of Apple Computers) or logotypes, a stylized rendition of your business’s name. A combination of both is absolutely fine too. It’s important to note here that an abstract form of a logo can turn out to be very costly to a small business on a budget. Additionally abstract logos are harder to remember. A logotype or word mark is much easier to recall. Always use an abstract logo in connection with your business name. If you choose to go with an abstract symbol for your logo.
Designing your logo yourself versus getting a professional to design it
In general anyone can usually design a logo but unless you have professional training and experience in graphic design and logo design, it rarely will be a successful result, short or long term. This may not even be noticeable to a business until they compare it to the results they get with a professionally designed logo. Entrepreneurs on a tight budget should shop around for a designer but don’t just go with a bargain price. Find a designer who’s familiar with your field and your competition. Even if you have a good eye for colour and a sense of what you want your logo to look like, you should still consult a professional designer. They know whether or not a logo design will transfer easily into print or onto a sign, while you might come up with a beautiful design that can’t be transferred or would cost too much to be printed. Your logo is the foundation for all your promotional materials, so this is one area where spending a little more now really pays off later.
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