Logos are crucial to any successful brand. It gives customers something to recognize about your company when they’re walking on the street or reading a magazine. Without a distinct and unique logo, you have no change to distinguish yourself in the crowd of other companies and brands. The logo is something that has fascinated and challenged designers for years and it cannot be underestimated. There is no set process for logo designing so it can be quite a headache to design a truly outstanding logo. In this article, I’m going to help you get into healthy practices for creating your logo and keeping it individually yours.
- Choose The Right Color Scheme
First a foremost, picking the right color scheme is crucial. The University of Loyola conducted research that showed that color can increase the recognition of any brand by 80 percent. There is a correlation between emotional response and color that has been shown in many studies. This implies that the selected color will determine how your brand is viewed and liked by the mass audience. For example, McDonalds and Burger King use the color red because red stimulates the hunger centers of your brain.
When you’re first designing your logo, make sure to do the opening drafts in black and white. Any logo can look good in color but in black and white, it can look grainy or illegible. Producing the first few drafts colorless helps you to avoid any illegibility before you transfer it to color. Multiple colors can also be used in the logo to emphasize audience diversity or product diversity. Also it’s a great idea to have a good text to graphic ratio for your logo, making sure to have both words and a graphic as your logo.
- Choose A Great Font
When choosing your logo, you have to remember that it will last in time for at least five years. That’s why it’s important to also choose a great font that will stick out in the sea of other logos. It would be in your best interest to choose an “ownable font”- one that you can keep as your own for years to come. You don’t just want to choose a font that anyone can use whenever they want, it will take away from the flair and originality of your own. It’s important to imagine your company growing and evolving over the years but you want your font to represent the company no matter what evolution or change it goes through.
There is actually a psychology behind the style of font you use and the reactions it produces from the public:
-Traditional Fonts (Serif and Georgia) produce a feeling of stability, calming and comfort.
-Stable Fonts (Calibri and Helvetica) produce a feeling of modernness and classiness.
-Script Fonts (Bickham and Edwardian) produce a feeling of creativity and elegance
-Strong Fonts (Futura and Century Gothic) produce a feeling of stylishness and chicness
-Friendly Fonts (Cooper and Valencia) produce a feeling of uniqueness and amusement
There are many websites available to look for other fonts besides just using what is on Microsoft Word, such as FONTSQUIRREL.
- Make Use of Negative Space
Not many people know what negative space is or how valuable it can be to logo makers. Negative space is basically all the empty space in your workspace. Utilize every bit of empty space in your logo to make it into something spectacular. Most brands don’t pay attention to negative space and just fill it with things that don’t really need to be there. One big thing to definitely avoid is using unnecessary words in your logo. Make sure to keep everything as simple as possible (your company name and a photo representing your company is all that you need to make an effective logo).
An exceptional logo is able to describe their company with just a graphic and their company name. Don’t just rely on senseless objects to make your logo seem full; only put the things in that need to be there. Think about the McDonald’s logo again, they just have a single M in gold on a red background. That’s all that they needed to create a logo that is instantly recognizable. If you’re hungry, just look for the golden arches.
- Tell A Story With Your Logo
Almost every single major brand out in the world tells a story with its brand. If the logo was just a random pattern of fonts and colors, it wouldn’t pull in the eye like something that actually has a meaning and a purpose behind it. The goal of most major brand designers is to incorporate a story into the logo that allows people to instantly recognize it when they see it out on the street or in a magazine. It’s supposed to be eye catching and make people understand what they’re seeing right away.
For example, the “I Love NY” logo is one that is known worldwide and is even replicated with other states and countries. It is eye catching, and people instantly understand what they are reading and they understand the purpose behind the logo. Milton Glaser, the creator of the “I Love NY” logo believed that when consumers first see a logo, they should get its meaning and then appreciate the art behind it. This is a very simple way to give a logo a chance to have great success.
- Do NOT Clutter Up The Logo
Another key factor to consider is the aspect of cluttering up a logo. It’s really easy for unnecessary things to become a part of your logo so it’s important to recognize that only essential information needs to be part of a logo. It’s not entirely your fault; the availability of so many different fonts, graphics and colors makes it pretty easy for clutter to fall into your workspace. Just ask yourself next time: “Do I really need this?” If you can’t automatically answer yes, I’d reconsider having it as a part of your logo.
Also, it’s important to not use any clip art. It can make your logo looks trashy and unoriginal. Clip art is basically a community art gallery for anyone to use for free. You want your logo to represent you and your company, does that describe you? The answer is hopefully, no. While you’re using this clip art, someone else could be getting famous from using the same thing. The best idea is to use original artwork that either you create or someone creates specifically for you.
- Do Your Research And Don’t Forget To Be 100% Original
While you’re in the process of making your logo, you’ll come across a lot of designs that you could use for inspiration or even recreate as your own with new color schemes or fonts. You’ll want to ask yourself a lot of questions during your research process such as:
-What do I want my logo to say about my company?
-Will I be able to make small adjustments but still keep the same general design over the next few years?
-What makes us unique compared to our competitors?
-What is something we could improve upon?
Now why would you put in all this effort for something as small as a logo? Well, it could be the one thing that people remember about you. Make sure that it is 100% original and describes your company well. Ask yourself: What is the one thing I want people to remember about my company? That is what you should focus on when designing your logo. Also, do NOT take someone’s logo and plagiarize it as your own. That is not how you can stay original and true to your company and it will reflect badly on your reputation as a CEO and business owner. This could affect how well your company does in the marketplace and how people review your business on social media.
What Have We Learned?
Making a logo is an extremely fundamental part of owning a business or a company. It could be the one thing that defines your company and sets your apart from the rest of the brands in the world. It is important to remember these six practices so that you can create the best logo possible for your reputation, dignity and your company’s future success.
Make sure to pick a font that represents the emotional response you want your customers to feel when they look at your logo. Also, have a graphic that represents what your company is about and the services it provides. Having your logo tell a story is also a great way to attract the eye and lure customers in. Make use of all of the space you have in your workspace but be sure to not clutter it up with information that doesn’t need to be there.
These six tips were specifically picked out for their effectiveness and appeal to the consumers in question. They cannot, however, guarantee you success. It is up to you to put these practices into actual practice while designing your logo and it is important to never give up, especially if your company involves a dream you’ve always wanted to accomplish.