First understand what a logo is, what it represents and what it is supposed to do.
A logo is for inspiring trust, gaining recognition and receiving admiration for a company or product. It is not just a pretty picture; a logo uses shapes, fonts, colours and images to convey a message about a company or commercial brand.
People appreciate clean, simple, and basic logos. Some of the most successful logos demonstrate this principle well. Take a look at the logos which are easily recognisable and take note of the simplicity of their design. Having a simple logo enables easy recognition.
Is the design straightforward and clean? Can you identify what the words and images are? Does the logo look cluttered and chaotic? Does it make good use of white (negative) space? A complicated logo will fail to engage your audience. Simplicity means using a few simple lines, shapes and colours without appearing too boring or conservative.
If you are promoting a new business or brand, the process should begin with an initial "getting to know your business or brand" session. If you are focussing on an existing one, you should be all too familiar with it. Your brand is one of your most valuable assets and so you want your logo to reflect this. It needs to make people aware of its unique selling points(USPs), so you first must establish what these are first.
The meaning in a logo should not be too literal where the design spells out the message to the customers as this will not engage them. The design of a logo should above everything entertain and captivate. The message your logo conveys should not be too obvious and not too cryptic. The audience should be given an opportunity to discover the intention and meaning of a logo so that the thrill of correctly deciphering the logo will reinforce the message.
The design of your company logo is important. The design should ensure that you communicate your business message in a memorable way. When the audience keeps your logo in their memory, it helps strengthen the company brand identity.
Your logo design should not only be easy to remember for future recollection, but designed in such a way that it embeds itself into the sub-conscious of all those that look upon it. The key is to make an impact and evoke positive emotion associated with your brand.
If a logo doesn’t correctly portray what a company is about, it is pointless. The people looking at a logo need to be able to associate it with the company. The logo also has to cater for the needs of the target audience. A logo design should correctly portray the correct image and relate to the products and services of the company.
Colours are extremely important as they can arouse different feelings and emotions. Colour interpretation can vary depending on age, gender, and culture. Due to the nature of their business, some companies want their logos to use colour schemes that follow the latest trends, whereas others want to adhere to the more traditional ones. If you do choose to follow trends, be aware that the colours could go out of fashion.
75% of the top corporate companies use one or two colours in their logo design. Having too many colours can make your logo difficult to see or convey the wrong message. Effective logo designs use one to three colours. Avoid the common mistakes of using too many or inappropriate colours.
A logo is what helps distinguish a brand from its competitors, so it's important that the image stands out from the rest — something many brands struggle with. People want to see a true visual representation of your company or business. They immediately need to associate your logo design with you and no one else. If your logo is too similar to another company's logo, defeats the purpose of having a logo.
Naturally, you want to like your logo, but keep in mind that it is to appeal to your customers and should be created with them in mind. For example, your likes and preferences are probably different to those of your target audience.
Once you've got your logo, it's in your best interest to keep it. Brand recognition takes time! Logos should be designed to be timeless, so they look good today and for years to come in the future. However, if you feel that your logo just isn’t working for you anymore, perhaps it just needs a bit of a makeover. Try and keep the general look but perhaps change the colour scheme or try enhancing the design.
During the design stage of a logo: keep an open mind. Don’t be too blinkered in your way of thinking. By reading these ten tips, you’ll not only have a better appreciation for the process that goes into designing a good logo, but also a good idea for how to choose the right one. In today’s business world of high competition and marketing immediacy, an instantly recognisable and effective logo is essential.
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