5 Key Principles For Designing The Perfect Logo For Your Brand
Â First impression is the last impression
So we know and so has every business development manager believed for so many years â in marketing, a business gets only one chance. And it is within these few seconds of time, the business has to create an everlasting impression on the customer’s mind. An impression that impresses a client so much that he/she is ready to take the plunge and do the business talk with you.
That is the reason why companies are careful when they choose their BDMs, because a Business Development Manager is the one who takes the baton to represent your company to your clients and you need to be sure that when he sets his foot out, he is carrying your company flag high and waving. Just like that, you need to pay careful attention when you design your company logo. The logo too is your company’s representative and will represent your organization in places where your BDM would not be able to travel unless he knows how to teleport.
On print or in the web, no matter which medium you choose, it is your company logo that will make the lasting impression everywhere and hence, you need to invest all your time and money in order to make sure that your logo stands out with an everlasting face value.
A good logo design adds a brand value. It is something that will make your target audience help identify you whenever they come across your logo, and that is why, a designer has to follow every important principle when designing a brand logo.
Â Top 5 Design Principles You Need To Remember When Creating A Brand’s Logo
#1- Your Logo Should Talk About You
Your logo should apply to your brand. It should be able to tell others what you do. If you have a retail shop that sells products for the little ones, then the kind of logo appropriate for this would be something related to a child. Take a look at how Baby Earth uses a baby’s toy to represent its logoÂ –
Image Source: www.austindiapers.org
Â If you have an architectural firm, then using a relevant symbol like a building or a pillar would be more appropriate. Take a look at the logo of National Association Of Home Builders (NAHB) .
Image Source: www.the680lender.com
#2- Your Logo Should Maintain Some Simplicity
Brand logos should be simple enough for people to understand and memorize. But that does not mean you should refrain from getting creative. Great designs should also be able to communicate properly.Â A simple design is faster to remember than a complicated one. Some of the top brands have logos made out of the simplest of designs. Look at Nike’s swoosh logo for example, or for that matter the Macdonald’s M logo. Both are simple and are easily recognizable by the viewer.
Image Source: www.news.nike.com
Image Source: www.flagguys.com
#3- Color And Shape Of Your Logo
Color and font type can psychologically influence a viewer’s mind to a great extent. You need to, therefore pay attention to the color and font you use. If you are a brand that targets the women audience, then try using colors that are feminine like fuschia or pink or purple. For the font, try out something that is more feminine. If you are an organization that addresses the environmental concern, then go for color options like green.
Try to avoid using fonts that are gimmicky. Choose a font that is original and stands out unique among the rest, because it is the font that will speak to your audience. Some of the fonts that you can try out are Helvetica, Clarendon, Gill Sans, News Gothic, Garamond and other classic font names.
Why do you think health organizations and financial organizations prefer using blue for their logo? This is because, blue represents qualities like trust, friendship, dependability, responsibility and authority.
Take a look at how auto insurance company Allstate uses color and font to represent its logo:
Â Image Source: www.pixshark.com
Â On the other hand, an e-commerce platform like Techie Smart Store uses an orange shade to stand out as a price comparison engine for gadgets and other technologies, with features like quick price comparison and customized price request alerts. This is because orange is the color of adventure, competition, social communication and energy â a representation of advanced technology of the modern world.
Â Image Source: www.techiesmartstore.com
#4 â Your Font Should Look Similar Everywhere
With the rise of so many mediums of communication, you need to be omnipresent on every platform â be it the digital space, a banner on the road, business cards, T-shirts, apps, websites or even newspapers and magazines â your logo design should be consistent and versatile. Take a look at the logo of CocaCola used in different mediums –
Image Source: www.ibtimes.com
Â Â Â Â Â Â Â Image Source: www.kenworth.com
#5- Choosing The Right Logo Type
Deciding whether you want to go for a mnemonic and a watermark combined or whether you want to solely go for a watermark, depends on how much you have fared in the market. To my opinion, I think if your organization is widely known, then going for simple watermarks can personalize your company’s brand image. Look at the logos of some of the world’s renowned brands that use watermarks for their logo-
Image Source:Â Â Â www.givewell.org
Â Image Source: www.forbes.com
Â On the other hand, if your company has a name that is generic, then include a mnemonic along with your watermark to make it stand out.
However, not every design has to follow this. There are some renowned companies that prefer adding a mnemonic along with their watermark. On the other hand, some organizations prefer using only the mnemonic as an identity. Here are some examples of brands that practice this –
Renowned brands like Toyota and Lacoste use both mnemonic and a watermark
Â Â Image Source: www.blog.toyota.co.uk
Â On the other hand,Â brands like Facebook and Apple use only the mnemonic as their brand identity –
Â Image Source: www.commons.wikimedia.org
Logo Design â The 3 Principle Questions You Need To Address
I am sure by now you understand what are the key points to keep in mind when designing a perfect logo. A good logo design comes with a proper plan and strategy. To start your logo design strategy, you need to answer first to the three principle questions. They are as follows:
- Why does your company needs a logo?
Why you suddenly want to create your own brand identity? Why do you suddenly want to be more identifiable to your target audience? A logo helps to help to initiate a sense of trust. It helps to build up a reputation that you want your clients to recognize upon seeing your logo.
- What is your purpose?
Do you want to stand out from the crowd? There are so many other competitors in the market now and it is impossible for a satisfied customer to identify easily which one is you among a sea a million such brand faces. A logo will help you to be easily identifiable.
- Who is your target audience?
As explained before, you need to study your target audience before you decide how your brand should look like. If you are designing a logo for a community that cares for the wildlife, then a logo design must be something related to that. Take a look at the logo of Kolner Zoo or for that matter the World Wildlife Fund (WWF) as an example.
Â Once you get the answers to these questions right, you know exactly what to do next.
Create A Lasting Impression That Will Endure Time
Designing the perfect logo requires a lot of time and patience. Once you are ready, it is time to start your work. However, a logo design is good only when you know it is timeless. There are a lot of logo designs that get dated as time passes and requires brands to update them. That is harmful to your brand because it takes time to imprint the updated logo on a viewer’s mind. Even before anyone could get to recognize you, you are removing it with a different design.
Therefore, make your logo a timeless piece!
The logo of CocaCola has never been changed. I have been seeing it since my childhood and I know this is a timeless logo.
About the Author
The content has been contributed by Thomas Miller who is the senior most web designer at JB Media Force, one of the reputed web design firmsÂ in California. He is also a parttime Web Consultant at B3NET Bio, a leading life science digital marketing agency. His 9 years of expertise in both web design & online marketing enables him to serve both B2C and B2B communities with better guidance.