The logo is that magical symbol that visually represents your company’s brand. As a graphic representation of your company’s main message and values, the logo stands at the core of the brand’s identity, and it is the element that makes a business easily memorable for the public, along with the company’s name. Needless to say, a good logo is essential to a developing business who needs to create awareness and attract new customers.
An eye-catching logo on advertisements or promotional products will definitely help influence a buyer’s decision when ordering. More often than not, people feel more confident to make a purchase from a brand with a cool logo design that got their attention in the first place. And that’s what a good logo should do: not only attract the consumer’s attention, but also make sure that the business logo is unperceivable imprinted in the consumer’s memory.
Consequently, good designers will opt for a minimal logo design, a simple text, an illustration, a picture, or even a symbol that captures the essence of the brand’s message rather than delivering a message that is too complicated and too hard to remember.
As the logo contributes so much to your company’s visibility and credibility, there are certain rules to swear by and mistakes to avoid when designing it.
Research and Strategy
The first step of any new logo design project is thorough research. Understanding the competition, asking the right questions, respecting brand’s heritage, exploring combinations and looking for inspiration in order to formulate the right strategy are necessary steps towards finding a successful compelling visual solution.
Knowing what styles would work for certain fields of activity/type of business, as well as having the skills to properly use those styles, are the details that will make your designs stand out.
When it comes to size, try not to impress the customer with a big, bold, intricate design that covers more space than the text of the brochure. Logo is important for branding but, remember, sometimes less is more.
We all know that every logo designer have to align to the latest logo design trends to stay on top. But that doesn’t mean you can’t express your own vision. Always dare to be different. Introduce wit and humor into your designing work. Impress your audience with a unique, easily recognizable logo that will tell the company’s story in the best possible way.
The logo can be placed in the right or the left corner (most people say upper left is the best), and never in the middle of the page. Of course, there are exceptions: the logo can be placed in the middle of the page too, provided that the overall layout of the page is centered, and that there are no other elements on the same row to compete with the logo.
To make sure your message gets to the right audience, carefully choose one or two fonts which perfectly match the outlook of the company. Of course, you can go with Comic Sans if you want, but that might make your message seem like a joke and this is not what you are after.
If you want your client to be pleased with the logo you’ve created, always keep in mind their set of tastes, which sometimes can be different from yours. Make sure you have all the data (client’s needs and wishes, company’s background, values and main message) before getting to work because every project requires a different style. A/B testing is an inevitable part of the designing process, but starting on the right foot will help avoid mistakes which often result in extra hours of work.
Colorful designs are attractive but too much color can hurt the eye. To get a meaningful, memorable logo, opt for one color and tone it down to express professionalism, simplicity, and reliability. Colour schemes should be managed carefully, whether you choose a complementary color scheme (think of the Firefox logo) or an analogous color scheme (the BP oil logo is a good example). Color contrast can be used to control mood like McDonald’s did by using analogous warm colors to induce appetite.
Fresh, minimal designs are preferred today by most big companies: IHOP, Microsoft, Windows, and Netflix went from bold 3D logos in the 2000s to the simple, fresh designs they have today, and not only for style reasons. Flat styles scale better, and that makes them compatible with most browsers and mobile devices. In a mobile world, compatibility with smartphones and tablets is vital. If we think about page load time (on mobile and desktop), minimal logo design is also beneficial due to small file size which doesn’t slow down the website.
The Perfect logo
A successful company will have a consistent design that people can easily associate with the brand. We have mentioned numerous examples which prove that a clean branding image is at the core of a successful marketing strategy.
Therefore, whether you go for monolines, a hand drawn logo, a vintage style logo or a dynamic logo, paying attention to the details mentioned above will help you avoid the need of rebranding, which could be a herculean task.