If there is one thing that people most commonly associate with brands, it is the company logo. The brand is what readily comes to mind each time people see a logo, and vice-versa. That is why it’s essential that your company’s logo should embody your brand and all its values. Just as important, however, is making it visually appealing, attention-grabbing, memorable, and effective. Here are some tips to do both en route to improving your branding.
To be able to make your logo embody what your brand stands for, it follows that you must have a full understanding of what your brand is and what it represents. You might want to keep in mind all the core values of your brand, its vision, and the overall business goals to help you come up with a representation of the essence of your brand in a single, great visual.
It is normal for logo designers to use a logo as an opportunity to show off their artistic skills, but sometimes, they can overdo it. Look at most newly-created business logos today, and you will see that most of them look so complex people who come across them have to spend some time trying to analyze it.
For a logo to stand out, it should be memorable enough for people to take one look at it and be able to draw it on a piece of paper whenever they choose. The most famous corporate logos today all have simplicity written all over them, and simplicity simply sells. It is, after all, what most people remember, even if they just look at it for a fraction of a second.
In a world where millions of ideas have already come into fruition in one form or another, creating something truly unique is sometimes impossible. So the next best thing you can do is to check your logo idea against other logos. You wouldn’t want to be accused of infringing on another’s work because that would be a complete disaster if ever the original—with trademarks and all—sees your logo and files suit.
Let’s say you’ve done your research, and your idea for a logo wouldn’t be a lightning rod for a copyright infringement case. You still need to do some double-checking to make sure it’s not too similar to someone else’s work. Once you’re absolutely sure your logo is as unique as it can possibly get, have it trademarked straight away.
Of course, logo design always starts on a piece of paper or a computer screen. By the time you’re done, it will probably look smashing against a white background, but how will it look anywhere else? To make sure it looks great, try to see what it would look like in different formats. It would also help if you can imagine how it would look on a subway wall, a glass window, or any surface that you expect your logo to be plastered in the future.
By now, every designer worth his or her salt already knows how important color is to just about everything. In fact, designers are expected to have an understanding of how the psychology of color works and use it effectively in their creations.
For logo designers, it is important to take into account the personality of a brand, and one of the best ways to express that personality is through color. To make sure you don’t convey the wrong personality with the wrong color, here’s an overview of the personalities, feelings, and attitudes commonly associated with certain colors.
• Red – passionate, daring, sexy
• White – clean, pure, innocent
• Yellow—warm, cheerful, optimistic
• Blue—calm, smart, trustworthy
• Black—elegant, glamorous, powerful
• Green—decisiveness, healthy, relaxing
• Orange—friendly, creative, youthful
By flexible logo, we mean one that you can easily update in the future. More often than not, even the best designed logos have to undergo certain tweaks to stay timely and relevant. It will help if you design your logo without incorporating elements that are trendy today but could be passé by tomorrow. So if your business logo has a more classic design and you need to update it, the changes to the logo design won’t have to be so drastic. In some cases, all it would take to make a logo keep up with the times is a simple typeface change or a cleaner icon.
Globes. Handshakes. Trees. Boxed acronyms. Light bulbs. These are logo design clichés that have been overused by countless businesses and organizations all over the world, and you don’t want the logo that represents your brand to look just like that of other brands. It’s true that logos should be memorable, but not in a way where a person is reminded of a hundred thousand other organizations. You would want people to remember your brand when they look at your logo, not someone else’s.
There is such a thing as getting too close to your own work, so it’s important that you get other pairs of eyes on your logo before you launch it. Far too many logos have ended up becoming the object of ridicule and laughter because the designer failed to see unfortunate shapes, innuendos, hidden meanings, or offensive cultural misunderstandings in his or her finished work. You wouldn’t want your brand forever associated with something inappropriate, so have people you trust review your logo before presenting it to the world as a representation of your brand.
If you can come up with a logo design that puts a spotlight on what your brand is all about and is visually appealing, then you have a logo that your brand would be proud to call its own.
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