Effective logo design doesn’t just happen by accident. For most companies, it’s far more than just sticking their company name inside a small square and printing it on marketing materials — or, at least, it should be! If you want your company to be successful, you need each aspect of building your brand to be successful as well, and that certainly includes your logo.
So how can you end up with the perfect, fabulous logo for your company? Especially if you’re a beginner in logo design?
Don’t worry. The experts are here to help.
Know Your Brand Inside And Out
The first place to start with creating a logo is to know what you want from it. Basically, your logo is the face of your brand, so you need to make sure that it accurately represents your values, goals, and personality. In order to ensure that the logo design is on par, you obviously need to have those values and goals, and that personality, clearly outlined.
Create a mission statement, put your brand personality down on paper, and brainstorm ideas, words, and concepts that embody your brand.
Take the time to do a little market research, too. Know your audience, and know your competition, so you can avoid being too look-alike to any other branding efforts.
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Once you have those qualities down in writing, make sure to stick to them as you choose each individual element of your logo. Logos send a message, and you need to ensure that the message you send with your branding accurately reflects the overall message of the company as a whole. You want to make sure that all your concepts fall into a logo system that will set the tone of your brand for a long time to come.
As David Langton, the president of the Langton Creative Group, points out, “Your logo should be capable of reflecting the values of your company, product, or service.” If your logo isn’t saying the right thing, or if it isn’t saying anything at all, it isn’t the right choice for you.
Understand Colour Psychology And Other Aesthetic Choices
Out of all the aesthetic choices you’ll make for your logo, the psychology of colour is one of the main ones. Colours influence how we feel to a larger extent than we’re even aware of, and depending on our culture, age, gender, and other factors, we tend to react in certain ways to certain shades.
So take the time to educate yourself on the basics of colour psychology, especially how colours relate to branding within your own culture and market.
You can also look at the inherent psychology behind font choices, as well.
Finally, be aware of trends within your market, including colour and font trends and other elements. There are no hard and fast rules as to whether you should follow a trend or not, but make sure to avoid anything that looks too much like an existing competitor’s logo. You should also be careful not to design for today without paying attention to tomorrow — in other words, some trends are obviously going to come and go, and others are timeless. Avoid choosing elements or styles that will make your logo seem dated.
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Keep It Simple
Speaking of trends that are timeless, simplicity is always advised.
“If I had to choose just one logo design tip, I’d advise choosing a design that isn’t too intricate,” says Liz Jammal, designer and owner of Vivid Marketing.
Simple design is frequently advocated in a plethora of design disciplines, but it’s even more important for logos, which depend on memorability and a good, rapid first impression for their effectiveness. The fewer elements there are in a logo, the easier it will be to remember, and the deeper the impression it makes on the first-time viewer.
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Try Out Several Designs
A frequently-cited piece of advice for newer designers is to avoid “falling in love” with their first design iteration. Most designers advise sketching out multiple pages’ worth of design ideas and choosing a handful to develop further, weeding them out as you go along.
“Brainstorming concept territories and developing ideas – and lots of them – is a vital step in logo design,” says Rodney Abbott, senior design partner at Lippincott.
Even once you’ve got a design that you’ve worked with for a while and you’re pretty happy with it, it’s still a good idea to get feedback and continue to work with it until you know it’s perfect.
Rob Cohen at Penguin Strategies advises, “Keep creating, changing, and tweaking until you have it right — you’ll know it when you see it.”
When In Doubt, Get A Professional Opinion
Design seems like an insular process, but it won’t be viewed in a vacuum, so it shouldn’t be created in one, either.
Feedback is always a good idea, but sometimes you may need to take it a little further. If your efforts to create the perfect logo design for your company just aren’t turning out quite right, there are other options. The best thing you can do for your business is learn how to hire a graphic designer who understands your brand needs and help you see your vision through to the end.
You might also like: 4 reasons to work with a professional logo designer
Logos are important — yes, to make one is an act of extreme creativity, but that doesn’t mean that they should be taken lightly! Your logo will represent your company, so you want the best possible version. By following these tips from the experts, there’s no doubt that you’ll end up with a fabulous logo that does exactly what it was designed to do: perfectly showcase your brand.
About the Author
Alicia Rother is a freelance content strategist who works with small businesses and startups to boost their brand reach through creative content design and write-ups. You can connect with her here.
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