Your logo will have a huge impact on the first impression your business is going to make: It will give your customers information about your brand and let them know if it’s right for them.
Because your logo is such an essential part of your brand, you want to make sure it’s done well. All your branding materials will have your logo on them. It’ll stare back at your customers from your website, your packaging, and your business cards. Make it count! Great, professional logo design not only has the power to communicate what you stand for. It will also make a good first impression and help you stand out from the competition.
5 PRINCIPLES OF GOOD LOGO DESIGN What makes a good logo? A good logo is instantly recognizable, simple in form, easy to remember, built for longevity, and able to fit different mediums of branding material. SIMPLE In order for a good logo design to take shape, we must take our concepts down to their simplest form. Simplicity is key and allows a logo to be easily recognized. Without simplicity, a logo cannot follow it’s other principles of memorability and versatility. MEMORABLE To build a lasting impression, a logo must be memorable. How else will your client’s customers remember them? The complexity of design serves as a negative in logo design, your logo will have only a few seconds to be absorbed by the average person. Keep it simple. TIMELESS Timeless refers to no particular point in time. Focus on building a strong concept for your logo and keep away from trends. As trends fade away, so will the logo. A timeless logo allows your client to enjoy it’s longevity, allowing your design to stay on board for the long-term. When designing a logo, remember to:
• Build a strong concept • Stay away from trends • Design for the long-term VERSATILE Logos are marks and symbols that represent a business. As companies market themselves through various forms and mediums, they apply their logo to business cards, advertisements, folders and many more. When designing a logo, it is important to consider logo size equally on a business card as on a billboard. Can a logo be applied to various forms of size and color? Think about: • Printing in small and large sizes • Can the concept be understood in 1 color • Cost of printing multiple colors Design and present your logo concepts in only black and white, as colors can obscure your client's judgment and take away from the concept. Consider printing the logo in a 1-inch square. Is it visible? Thin lines are likely to fade or disappear when printing in small sizes, think about this when drawing your initial sketches. RELEVANT Does your logo fit the purpose and identity of the company? A logo must portray the company it represents through the use of shape and form. A good rule to follow (not always though) is smooth lines for a youthful company and straight lines for a structured company. It is important to make sure the logo is relevant to the industry your company is in. A technology logo is identifiable based on the symbol and the style of the type treatment. That style will not work for a clothing company or food product.
What are the beliefs and values that are important to us as a company?
What do we do better than anyone else?
What makes us special?
If we could describe our brand in three words, what would they be?
What are the three words we would want our customers to use to describe us?
The best place to steal borrow ideas? Your competition! Check out what’s already out there, what works well with your audience and what you should avoid. While stalking those other businesses, think about what makes them different from you and how you can emphasize these differences in your logo design.
Be sure to clearly set yourself apart from your competition. If all the other businesses in your industry are going monochrome, maybe you should opt for some color to stand out. If everyone else is traditional, maybe a fun and modern logo will attract attention.
In addition to the overall style, there are 7 main types of logos you can choose from when you are creating your logo. You can pick the one that suits your company name or overall aesthetic best, or combine them to create something unique.
Lettermarks (or monogram logos)
Lettermark logos can be great to streamline your company logo, especially if your name is very long or hard to remember. Lots of businesses choose to go by their initials, just think of HP, CNN or H&M. These monograms can be great for minimalist logos, but remember that they are not very good at expressing what your business is about.
Wordmarks (or logotypes)
Wordmarks are a very straightforward way of using your company name as a logo. To give them personality and recognition value, they are all about typography—just look at the wordmark logo for ONE. If you’ve got a great name for your brand, this could be the perfect way to put it in the foreground.
Pictorial marks (or logo symbols)
Pictorial marks or logo symbols are what we think of when we hear the word “logo”. They are iconographic images that are easily recognizable and represent your brand with an image. You can choose something simplistic or more complex, but make sure to pick a symbol that creates a unique connection to your brand. Oftentimes these are paired with a wordmark (ya know, so customers know your name… at least until you’re on par with Apple and Target in terms of brand recognition).
Abstract logo marks
Instead of a recognizable symbol, abstract logo marks are geometric forms that don’t establish an immediate connection to an existing image but create something entirely new for your brand. An abstract logo mark will condense your business into a symbol that is truly unique to you. The logo for Printy shows how modern an abstract symbol can look while having lots of personality at the same time. If you want your abstract logo to create a certain mood or feeling, find out the meanings of different geometric logo shapes.
Mascots are a fun way of giving your brand a personality. They are often colorful, cartoonish characters that represent your business in a family-friendly and approachable way, like the cheerful Gadget Mole above.
A combination mark does exactly what it says on the tin: it combines a symbol with a wordmark to create an easily recognizable logo. The brand name is either placed next to the symbol or is integrated into the graphic element. People will associate both elements with your brand, which allows you to use them both alone or together.
Similar to combination marks, emblems are also often a combination of word and pictorial elements. They usually consist of text integrated into a symbol or icon, such as badges, seals or crests. The Rockwell Lighthouse emblem shows, how these traditional shapes can give you a very old-school and classic appearance.
Colors can have a ton of different meanings. The psychology behind color is complex, but to keep it short, colors have certain emotions and ideas attached to them. To learn more about color theory be sure to check out this in-depth guide on logo color psychology.
Red: Red stands for excitement, passion, and anger. It’s a great choice if your brand is loud, youthful and wants to stand out.
Orange: Orange is much less used than red but it’s just as energetic. This is a vibrant, invigorating and playful color.
Yellow: If you want to look accessible and friendly, yellow is the right choice. It gives off a cheerful, affordable and youthful energy.
Green: Green is extremely versatile and can work for any brand really. It’s especially perfect for anyone who wants to establish a connection to nature.
Blue: Blue is a very classic and common choice. It is calming and cool and symbolizes trustworthiness and maturity.
Purple: Purple can be your ticket to looking luxurious. Depending on the shade, purple can be mysterious, eclectic or feminine.
Pink: If you’re going for girly, nothing works better than pink. But that’s not all! With shades like pastel rose, millennial pink or neon magenta, pink can give your logo a grown-up and cool, but still youthful and feminine look.
Brown: Brown may sound like a strange color choice at first, but it works perfectly for rugged and masculine vintage logos. It can give your brand a handmade, unique and aged look.
Black: If you are looking for a sleek, modern and luxurious look, black will be a great choice. A minimalist black and white logo is the way to go if you want to keep it simple.
White: You want your logo to look clean, modern and minimalistic? Use lots of white in your logo. As a neutral color, it works in combination with all other colors, but adds a clean, youthful and economical touch.
Gray: Gray is the ultimate color if you want to achieve a mature, classic and serious look. Darker shades look more mysterious, while lighter shades are more accessible.
Here are some general questions to ask yourself when evaluating your logo options:
Can you tell what it is in 2 seconds? Will people immediately know what your business does?
Is it simple and memorable? Will your customers be able to remember it?
Is it versatile? Can it be applied to all your brand’s needs?
Is it timeless, or would you have to do a redesign in a couple of years?
Obviously, your brand’s needs and expectations for a logo will be much different if you sell children’s clothing and need a simple logo that can be stitched onto fabric than if you make sophisticated high-end wine with an intricate label or a high-tech app that lives on peoples’ phones. So don’t forget to take a step back and consider the bigger picture. This is not about personal taste, it’s about what works best for your brand.
Now that you know how to design a logo, what’s next?
Once you have your logo, you’ve created the ideal basis for all the branding material your business needs—whether it’s business cards, packaging design or web design. By setting the tone for your style, color palette, font, and overall look and feel your logo is the starting point for your brand collateral and your designer will be able to create a seamless look for you. And just like that, your business is ready to show the world its brand new face!
Having a professional-looking, well-designed logo builds trust. Potential customers are more likely to do business with you if you have a well-designed logo. If your logo looks like it was designed in Microsoft Word, people will question how well you are able to deliver your core business products/services. A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.
There are five principles that you should follow to ensure that your logo is good. Simple
A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdone.
Following closely behind the principle of simplicity is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.
An effective logo should be timeless, that is it will endure a Very Long Time, as long as your in business and hopefully beyond. Will the logo still be effective in 10, 20, 50 years? With it looks “dated”
An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason, a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.
Ask yourself; is a logo still effective if:
Printed in one color?
Printed on the something the size of a postage stamp?
Printed on something as large as a billboard?
Printed in reverse (ie. light logo on dark background)
One must also remember printing costs, the more colors used, the more expensive it will be for the business over the long term.
Your logo should be appropriate for its intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a vintage lamp store.
It is also important to state that a logo doesn’t need to show what a business sells or offers as a service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. A logo is purely for identification.
“A style that fits your company’s vision will better communicate your company’s values to your customers”
Have something visual/memorable
While it might take you a few decades to become the next Coca Cola or McDonald's, having something memorable about your logo is a good idea. Some businesses do this by using interesting text or modifying part of the text in the logo to not just be a standard font. Other businesses do this by adding some sort of illustrated icon alongside the text part of the logo. One useful aspect of having an icon is that you can use the icon on its own in some situations as well. For example, the Nike tick can appear with the Nike text or without. While originally the Nike text would have meant nothing. If you’re wanting a very sleek, minimalist logo, just using a modern-looking font with a pop of accent color is a good option.
Logo and Banner Sizes Here are some examples of Keywebco logos and a Facebook Banner. Products from my Licensed Official Logo
Do not feel you must stick to your original concept. As shown below, lol big change thank goodness I did too lol
Make sure you choose the correct color for the right psychological effect for both images and text and logos
Your favorite color is blue Your college is the Big blue Your phone case is blue. So your logo design should obviously be blue, right? Not necessarily.
Different colors can say different things about your brand and will appeal to different customers.
Understanding the science behind color could increase the effectiveness of your company’s branding methods.
According to research compiled by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.
This is where it all starts to come together! Brand personality traits have been linked to specific colors through research by professors Lauren I. Labrecque and George R. Milne.
What’s important is to create something that you believe is different from anything already out there,” David Airey
There is software out there that can create a very basic logo for you for free or low-cost