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Ways To Make An Effective Logo For Your Business
When designing a business logo for our clients
the instructions we receive are typically pretty simple. Make us
something that is "unique and professional" and usually
where the conversation starts and ends in most cases. Unfortunately
it is not quite that simple as what makes a good or bad logo goes
well beyond simply how it looks.
With that being said here are 11 Top Recommendations
On How To Making an Effective Logo for your business and what mistakes
you likely want to avoid...
1. Size & Scalability: The
first mistake often made when creating a logo is not factoring in
how it will look in various sizes. Your logo should work effectively
in all situations whether it's used on a giant billboard or a tiny
business card. Logos that are too complex will often become much
less legible the more they are shrunk down. On the other hand a
poorly designed logo may be able to disguise its flaws at normal
size but may look sloppy the more you zoom in. Do a scale test early
and often with any new logo and make sure you are satisfied with
the result in all scenarios.
2. Keep It Simple: Although this
phrase has been used to the point of nauseam it is still one the
golden rules when it comes to a smart logo. Simple logos are usually
much easier to deal with in the scalability department and they
are typically much easier on people's eyes as a whole. A simple
logo will also allow you to swap colours on the fly with a lot more
ease and effectiveness. Remember a good logo gets to the point quickly
and you want to make its path to get there as easy as possible.
3. Do Your Research: Before you
decide on a look for your logo it's important to research what standard
has been set in your industry already. Do a quick Google search
either local or beyond and find out what your competitors are doing
for their brand. Identify what the strengths and weaknesses are
of each logo and think about what elements you may want to include
with your own design. You don't want to be a clone of what's out
there already but you want to know what level of quality to aim
for so you can match or exceed it.
4. Audience Appropriate: Make
sure you accurately understand who your target audience is and design
your logo with that target demographic in mind. Although you of
course want to like your own logo worry about pleasing your customers
first and yourself second. Ask yourself "does my logo speak
to the people I am trying to do business with?" If the answer
is no then it's probably time to revise your efforts.
5. Focussed Intent or Purpose: How
do you want people to react to your logo when you first see it?
Are you going for "serious and professional" or "warm
and inviting" or what type of vibe are you intending to give
off? Great logos have the ability to evoke an emotional response
from your audience whether its trust, reliability, intrigue, inspiration
or comfort. Your logo is not just about what people see but what
they feel as well.
6. Colour Is Critcal: It's truly
amazing how an average logo can look amazing with the right colours
and how a strong logo can look awful with the wrong ones. For example
think of how a lamborginie looks in lime green or why most sports
teams don't use pink or yellow as their offiial uniform colour.
When designing your logo make sure you have your basic colour scheme
in mind and design for it not around it.
7. Think Long Term Not Trendy:
Your logo should be designed to last at least 5-10 years and it;s
something you want to make last for the long haul. It's tempting
to design something that's "in style now" but focus on
something that will remain neutral regardless of how much time passes.
You can't avoid having a logo becoming outdated forever but but
dont help it get a good head start either.
8. Movement Or Action: Have you
ever notice the logo for Apple has a bite out of it or the Taco
Bell logo appears to be ringing? These are subtle differences that
make a logo look "non-static" or that something is actually
happening. In photography many professionals will tell you the best
pictures are those that attempt to tell a story within a single
frame. Logos can often be effective when used in the same manner
so try and think of an action to go along with your design.
9. Be Picky About The Font: Font
choice may not seem like a big deal but it's often the biggest difference
that seperates amateur logos from professioanl ones. Whether you
decide to shell out a few dollars for a specialty font or have your
designer createsomething unique pay big attention to the typography
in your logo. Fonts should be clean, legible and professional in
nature and stay away from commonly used typesettings such as Ariel,
Helvetic () that you will find anywhere.
10. Know What It Is: This may
sounds silly but the obvious is something most people tend to overlook
first. With any proper logo someone shouldn't have to say "what
is it?" or not know instantly what they are looking at. A flower
should look like a flower, a truck should look like a truck, a pizza
should look like a pizza. There is no need to be too abstract when
attempting to make something unique.
11. Don't Do It Yourself: Of course
this always comes off as a sales pitch to the likes of "hey
hire me to do your logo you you can't possibly do it yourself".
It's entirely possible for someone to create their own logo and
do a great job in the process. That being said though designing
a logo is also the equivalent of doing your own dental work or car
repairs. If you have a background in it great but if not don't expect
the results to be to your liking.
There are probably fifty more points you could
add to the list or much moe you can elaborate on based on the points
above. The point being either way your logo is a BIG DEAL as it
is the official brand of your company and the first impression you
may leave with others. You may be thinking I can just do something
quick now then nicer later.
is your one stop shop for your graphic design & internet marketing
needs. We specialize in logo design, business cards, flyers, posters,
brochures, web development, powerpoint presentations, business
proposals and more. Call 403-547-5443
for more information.