By Alan Graner
Your logo is a prime component of your company’s identity. It’s your visual brand, a concise image of your company. There are lots of rules and considerations for designing a powerful logo. Here are six.
Before designing a logo you should first ask some basic marketing questions such as:
- What your company stands for
- How you describe your products and/or services
- Who your competitors are
- Who your customer base is (demographics, psychographics)
Research logo designs, especially in your industry, to determine whether someone else is using the same or similar logo.
Also, avoid visual clichés like a lightbulb to express “idea” or a cog to represent “manufacturer.” Instead, use a design that communicates an idea or a principle.
Keep your logo uncluttered. Simple designs often have more impact than complex ones because they’re easier for your brain to recognize. In addition, a complex logo can lose fine details when it’s reduced.
Your logo may look great on paper, but what does it look like on a business card, polo shirt or billboard? If reducing your design results in a dark blob or expanding it looks like indecipherable mess, you need to return to the drawing board.
Your font should be instantly identifiable with your company. This means it must be different from your competitors. And, of course, it must be legible at all sizes.
Humans are visual creatures, and we respond to colors. They affect us psychologically, so choosing the right colors that reflect your company is important. It’s best to choose a simple palette. Using too many colors can make your logo look busy and make it difficult to reproduce.
Also, be aware some companies have actually copyrighted their corporate color(s). Again, perform your due diligence.
Some great websites for viewing logos include:
- 50+ Corporate Identity & Logo Design
- 30 Clever Logos with Hidden Messages
- 28 Stunning Creative Logo Design Examples for Inspiration http://www.designbolts.com/2015/07/13/28-stunning-creative-logo-design-examples-for-inspiration/
- Clever Examples of Negative Space in Logo Design
Remember, too, logos may look simple, but really good ones are difficult to create.
What would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.