A logo is a big part of the marketing that represents a company or brand. The logos of the most recognizable brands are memorable, while also being simple and easy to recognize.
Think of your logo as a beacon that helps users find and recognize your small business brand. A poorly designed logo can have negative impact on your potential customers perception of your small business, and can erode the trust needed to turn prospects into advocates.
Creating the perfect logo design that people recognize requires a number of steps and in many cases is not cheap to create. Below you will find ten tips for creating that perfect logo that represents your company, brand, and beliefs.
Use A Professional Designer
Hiring a designer does require more of an investment, but the result will be a logo with timeless beauty. If there is a limited budget, a company may attempt to create its logo, but will not be able to capture the detail that a professional eye can bring to the project. A poorly designed logo can hurt a brand’s image. Using a designer is the best practice.
Find The Personality Of Your Small Business Brand
Before the design process begins, the brand or company must consider its goals and the values it wishes to represent. Target demographics, personality, and culture are important factors that determine the brand image. What appeals to an 18-year-old will be very different to what appeals to a senior citizen.
Choose The Correct Colors
Nothing makes an impact quite like color, which is why choosing the right palette is vital in logo design. Since color has the power to convey emotion, the company should first consider the message it wants to send. A conservative brand will do well with blue while a modern, passionate culture will make a statement with red. Youthful and upbeat organizations are best represented with yellow or other bright colors.
Understand The Demographic Your Targeting
While it is up to the company or brand to build its logo, the impact the finished project will make must be considered. Researching the target demographic to determine what appeals to it goes a long way toward delivering a positive reception of the brand. The company must consider not only age but also gender, location, education, and income. All of these factors influence what people are attracted to and how they spend their money.
Make Sure Your Small Business Logo Is Unique
The biggest mistake a company can make is creating a logo that parodies or imitates another brand’s design. A logo is a visual summary of the company it represents, and it should never remind people of another brand or business. A good way to avoid this issue is by creating something interesting and fresh that will impress and be memorable to the demographic.
Be Receptive to New Design Concepts
Going into the design process with a clear vision of a logo is a good start, but it helps not to fixate on a single concept. Being open to the suggestions of the designer will lead to a logo that stands out on its merits as well as its looks. It is rare for the end product to look like the original concept, and a proper design can take a great deal of time and thought.
Don’t Design It Based On Current Trends
A modern and trendy logo is fun to create, but it may soon go out of style. The design basis for an effective logo should be timeless elegance, so it will look right no matter how many years have passed or how many changes the company sees as it matures. Campbell’s Soup is a great example of a logo that has remained attractive and highly recognizable over many decades.
Select the Correct Font
Choosing a font is just as important as choosing colors when it comes to logo design. The wrong typeface can dramatically change the message the logo is supposed to convey. The correct font will set a tone for the brand and be the reflection of the company’s vision. Large companies like Coca-Cola, Yahoo! and Google has built public recognition through the use of text-only logos.
Consider Where Your Logo Will Be Used
Logos look very good on a computer screen, but that is not the only place they are used. A well-designed logo will make the same impression on a letterhead as it does on an article of clothing. It will shine in newspaper grayscale and on a dark or light background. Making sure a logo looks right in any instance is a large part of the design process that will save time and trouble over the long term.
Test The Logo With Your Users
Once the logo is finished, it should be tested to determine its impact. What looks good to the company may not look so good to the public or send a very different message than the brand intended. Testing will provide valuable insight and feedback and allow the company to make any needed adjustments before permanently adopting the logo. As with the design, the testing process can be lengthy, and it helps if the company is open to suggestions and change to get the logo exactly right.
A brand logo is often the first experience a person will have with a company, which is why it must convey the right message and make a large impact. Following the tips above will ensure the design process goes smoothly, and the company is represented in the best light possible.