It sounds simple but your logo really is your brands ‘director of first impressions’. It tells your story from the moment people first lay eyes on it and it sets the tone for the relationship they expect – and hopefully, get.
Whether you’re starting out and need a logo for your new business or, your business has evolved and you need to update your logo to better reflect your brand and your business now, here’s some logo design tips to consider;
Colour Can Make or Break Your Design
Arguably the most important aspect of your logo will be the colour scheme you choose. You need to ensure that the colours you choose complement one another and grab your target audience’s attention. You also need to make sure you’re not using colours that are the same or similar to a close competitor which may cause brand confusion. Ikea is a great example of a simple clean and super effective logo because the yellow and blue colours complement each other, making the logo easily recognisable worldwide.
Know Your Audience
Each industry is different so take a look at the logos in your industry to get a feel for how your competition portrays itself. Each company is different and may target slightly different markets within your industry so give some thought to the image you’ll need to stand out in your particular niche. A classic brand that knows its target audience is Disney. Disney’s target audience is children and families and their cursive, playful logo has stood the test of time. Before you start designing a logo, you should thoroughly research who your demographic is and what they might respond best to.
Don’t Overcomplicate Things
One of the worst things you can do to a logo is have the consumer focus on it too much trying to understand what it means. Microsoft Windows is worth billions and the logo consists of four small squares that make up a window, proving that less is more.
Sure, allow your creativity to run free, but keeping things simple and to the point is sometimes all you need. The key to logo design is easy and quick brand association, not a flashy or complex concept.
Originality is Key
A mistake many people make with their logo is ripping off a look, feel or design from another company they admire and trying to make it their own.
Not only can this be considered a failed attempt at plagiarism, but it can serve to bring more attention to the original brand than to yours. Chanel’s double C is uniquely simple but still stands the test of time as one of the most sought-after brands in fashion. It’s important to focus on your business and what it does to come up with a design that will represent your product or service cleanly and clearly.
Consider Negative Space
The use of negative space in your logo isn’t necessarily a bad thing. In fact, used subtly it could serve to make your logo unique. Negative space is the space around and between the subjects of an image. Negative space is most noticeable when the space around a subject forms a shape.
For example, US freight giant FedEx logo has an arrow shaped out of the negative space in between the capital “E” and lowercase “x”. The best part of this negative space is that it creates itself. All you need to do is be creative and shape your logo in a way that gives it a new dimension.
Understand its Meaning
There’s often a story or a hidden meaning behind a brand’s logo. Just like the hidden arrow in FedEx, signalling deliveries, or the bitten apple in the Apple logo representing a missing byte, there’s always a story being told. What story do you want your logo to tell about your business?
So, make sure you’re creating a logo that’s not only aesthetically pleasing, but meaningful too.
We can create logos, style guides, websites, business cards, freshen up your existing branding or, create some awesome designs to showcase your brand in any medium. Our team are here to help!