Your company’s logo is incredibly important; it’s how customers recognise you, can be seen as a mark of quality and is the visual representation of your brand. It is therefore vital that you put time and investment into the design of your logo and make sure it ticks the following boxes:
1: It Should Express Yourself
It’s easy to become lost or confused when designing your logo, especially when your designer has lots of ideas of what they want to do. It’s vitally important, though, that you remember that your logo is an extension of yourself and your company so it should be something that embodies both. If you don’t like a designer’s ideas, then speak up.
Colour is more important that just making a logo look good and stand out to customers. It also causes lots of psychological signals in our brain. Red, for instance, can evoke feelings of hunger and excitement, which is why fast food restaurants and providers like McDonalds, Pizza Hut, KFC and hungryhouse all use red (and yellow) in their logos. Think about what feelings your company is trying to convey and match your colours accordingly. Green has connotations of wealth and the planet, blue evokes calmness and orange can encourage impulse buyers.
3: Keep It Modern
The last thing you want is for your logo to look like it came straight out the seventies or eighties. Instead, try to design a logo that is sleek, modern and on-trend. However, don’t be too worried about what your logo will look like in ten years as you can easily alter it. Just look at Apple, who started with their rainbow and apple logo. When their logo started to look dated the company redesigned it to the cool, metallic look we know today. Apple aren’t the only company to have redesigned their logo though, take a look here.
4: Know Your Market
When designing your logo, you should keep in mind both what you are trying to sell and, most importantly, who you are trying to sell to. For instance, if your company sells toys for children then a logo which is fun and colourful will attract their attention. However, if you’re selling high performance car tyres, then the same fun and colourful logo would look inappropriate.
5: Simplicity is Key
It can be incredibly tempting when you’re designing your logo to try and squeeze in every idea you’ve got into the one logo. However, over-complicating your logo can make it hard to decipher and displeasing to the eye. Instead try to keep your logo simple and clean, play about with your ideas and add/remove elements to see what works together.
6: Size Matters
Your logo should look recognisable whether it’s on an advertisement on the side of a building or shown as a tiny image in a magazine. It’s vital that you look as your logo in a variety of sizes when designing. You might find that a logo that looks good at one size might not look right when it’s very large or small.
7: It Needs to be Adaptable
If you plan on a full branding campaign, then testing the adaptability of your logo is very important. Yes, it might look great in full colour on a computer screen, but you’ve also got to see how it will look in black and white, or in a single block colour, as this is what it will look like on pencils, bags and other marketing products.