What Makes a Great Logo?
5 Tips to Create a Great Logo Design
Every organization is built upon its people - the executives, the overall staff, the middlemen, and consumers - each representing the organization in their own, distinctive role and relationship. These relationships, however, are also fluid; they adjust or reform with the changing seasons, whether that be a discontinued service or job change. But there is a constant an organization can confidently cling to: the logo. The logo design is a consumer’s first interaction with a brand and often formulates first impressions. This interaction is vital as it affects their likelihood to purchase, and overall opinion of a product or service. As a result, an organization’s logo design must be good - rather, it must be great - as well as simple and unique. Capturing this is not easy, but with a few practical tips, an organization can take the steps to creating a successful logo.
5 Tips to Create a Great Logo Design:
Simple – When considering the aesthetics of a logo design, simplicity is key. Design the logo so that it can be easily recognized, yet hosts a creative element. Once this is created, go a step further and look for what can be subtracted. The goal is minimalistic - if a component of the logo is not necessary or important, cut it out.
Impressive – When choosing an image or a layout for a logo design, consider how the design communicates the message of the brand. For example, when Nike created their logo, their image graphic was the Swoosh. The image of this Swoosh is simple and clean, bold and memorable. It represents their brand because of the assumed action behind the image - the movement their footwear creates. There is an instant connection from the graphic to the brand name. This is the goal. Do some research on other brands with a similar product; study their logo, gain inspiration, and then make yours’ (or let us help you) unique to your brand and message. Incorporate part of the company’s history. Be clever. A boring logo is easily forgotten, but a striking logo stays with consumers.
Lasting – Think timeless - a good logo must stand the test of time. Resist the urge to create trendy and outlandish designs. Instead, create a logo that is simple enough to represent the brand for many years to come. Coca-Cola has essentially boasted the same logo since 1885. A timeless logo is recognized throughout the ages and communicates that your organization is confident in the product and service provided.
Adaptable – Designing a logo is not just about creating an image that fits into one context, but rather it should have a versatility of many. The adaptability of logos will benefit your company greatly as you seek to market in various avenues that require background and color adjustments, etc. Can your logo adjust so as to stand out when printed on a variety of materials, icons and shapes? Can it be translated onto black and white, or color? Use geometry to scale the logo design, so that it can be enlarged or shrunk without being manipulated. Lastly, consider formatting the logo so that a slogan can be added, only when appropriate.
Suitable – It may seem obvious, but the logo must suit the brand. It needs to be designed to fit the intentions of the organization. Essentially, you want your organization’s heart to show up in the logo. Start with the brand name; think about what keywords need to be included in the logo. Next, choose a font and color scheme. Though seemingly insignificant, these two factors play a crucial role in the way a logo is absorbed and processed by consumers. Colors in and of themselves are proven to curate emotion and specific associations in an audience. This is one reason many outdoor brands, for example, use greens and earth tones. It’s also why many food and beverage brands use bright colors, like red. Use the color wheel to find contrasting colors for accents to make certain elements of the logo pop.
Remember: a logo design is more than just a pretty picture. It is your first impression that will carry you through decades. If you can successfully communicate your brand name and company mission through your logo, you have highlighted the two most important elements.
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