A logo design is essential for a company’s branding because it is a visual representation of your company’s values and features.
A good logo can improve a company’s brand awareness and exposure. There are several factors to consider when designing a logo for your company. In this article, I will explain seven important factors and give examples for each.
Logo Design Tip #1: Identity
(The hidden arrow between ‘E’ and ‘X’ shows that FedEx is constantly moving forward.)
Before you pick a logo (or hire a designer), you must consider the message your logo will send to consumers. In order to design a logo that will resonate with your target market, you must determine your company’s identity and the elements that separate you from your competitors. Think of a few keywords that describe your business and its values then make sure your logo captures these concepts.
Logo Design Tip #2: Color
(Various social media sites use blue in their logo design to portray calmness, popularity, and security.)
Humans are wired to respond to colors. When used appropriately, color can have a significant emotional impact on consumer behavior. It’s an important element in logo design that you need to take into consideration once you know what emotion you want your logo to elicit.
Logo Design Tip #3: Font
(Coca Cola’s swirly red font looks vibrant and refreshing.)
Just like colors, different fonts stimulate different emotions too. It is obvious to avoid Comic Sans in a professional logo (or in any design), but picking the right font is still a difficult task. Make sure your font choice aligns with your company’s identity. Usually, serif fonts (e.g. Times New Roman) seem traditional and san serif fonts (e.g. Arial) look modern. If you already have a symbol designed for your logo, you should consider using a simple font that won’t take the attention away from the design. Try to keep your logo nice and simple by using no more than two fonts.
Logo Design Tip #4: Brandmark Symbol
(Nike’s logo supplements its “Just Do it” slogan.)
Unless you have been living under a rock, you should be able to recognize the Nike or Apple logo within seconds. The Nike swoosh and the bitten Apple are examples of brandmark symbols. Although not required, symbols can simplify the company’s message in visual concepts.
Logo Design Tip #5: Logo Recognition
Consumers should be able to identify your business by looking at its logo. It should be distinguishable enough to interest your target market, create trust, and build your brand. Whether you use a catchy font or a well-designed symbol, your logo should stick in consumers’ minds.
Logo Design Tip #6: Adaptability
(Starbucks’ logo redesign allows viewers to see the twin-tailed mermaid clearly even when it’s minimized.)
A logo should be so versatile that it can look great across multiple mediums. Some designs look great on the company website but loses its detail when printed on stationary. Avoid using overly complex designs and stick with vector graphics instead of pixels.
Logo Design Tip #7: Professional Design
(These logos may be misconstrued by viewers.)
Your logo represents your company so the design should reflect your organization’s purpose. Unfortunately, even an experienced designer with the good intention of creating a logo for your business can still fail to take a step back to evaluate their design objectively. You may have a great design but ultimately what matters is what consumers associate your logo with. Make sure your logo design is appealing and appropriate before you decide to use it on various mediums.
Does your company’s logo capture the essence of your business? Share feedback you have received about your logo below. We would love to hear from you!
About The Author: Julia Chen is a search engine marketing professional living in Santa Barbara, CA. She enjoys learning about writing on the web, Google marketing, web design and conversion best practices.