For any business, in any industry, the logo is one of the most important considerations and can contribute to success...and failure. As the first thing consumers will typically see about your business, it’s more than just a simple emblem. Every time people look at your logo, they’ll think of your name, products, TV ads, and the way in which you operate. In the market, everything you do will relate back to your logo design.
Logo Design: Things to Consider
#1: Consider Your Values
Whether you have an in-house designer or you’ve contacted a freelance expert, make sure you talk through your values as a brand. Before even turning on the computer or grabbing the drawing pencils, share the vision of your company, discuss why you went into business, your target audience, brand colors, and more. From here, the designer can use their experience to choose between even simple decisions such as sharp or curved edges.
#2: Consider the Industry
If you’re trying to portray trust, make sure your logo design is relevant to the industry. Not only does it need to be appropriate, but you should also design your logo with the competition in mind.
#3: Keep It Simple
If you’re trying to fit all sorts of subliminal messages into the logo, try a more straightforward approach. Although some companies do sometimes add a secret message, the basis for their logo is simplicity. If you look at the most famous logos of all – including McDonald’s, Apple, Facebook, IKEA, PlayStation, and Coca-Cola – they’re incredibly simple and look as though they took no time at all to create – remember, keep it simple.
#4: Make It Clean
Remember, your logo isn’t just something your company will use once and never look at again. Whether it’s for your website, staff uniform, promotional products, packaging, company vehicles, or on the products themselves, it needs to be printed and reproduced on everything. The more complex your logo design is, the harder this will be to achieve.
#5: Consider the Future
At first, you might want to keep your feet firmly on the ground and think of the now; However, you need to also plan ahead for future products, ventures, and even sister companies. Can your logo evolve as the brand grows? If you leave room for growth, it makes everything that little bit easier in the future.
#6: Be Unique
If we refer back to the famous companies mentioned previously, they all have something unique; the big ’M’ for McDonald’s, the missing chunk for Apple, the blue square and white ’F’ for Facebook, the bold lettering for IKEA, the reflection/3D effect for PlayStation, and the font for Coca Cola. Even if you took certain words or sections away, you still know the company name, and this is the kind of brand recognition you want to create with your logo design.
#7: Ensure Flexibility
As well as reproducing the logo several times, it also needs to be clear and concise in a variety of different sizes. Sure, it might look great on a large computer screen but will it still look good on a mobile device? Furthermore, is there something you’re missing which is clearly noticeable when enlarged; as it would be on a banner, for example.
#8: Always Receive Feedback
Firstly, we recommend asking your team and gauging their response to ideas. As the early employees of your company, they personify what your business is about so will know whether the logo matches. Secondly, create up to five different logos and post them online or take them into the streets. Since customers know what they look for when purchasing from a company, this is a great idea yet one that rarely gets utilized these days.
#9: Consider the Customer
Continuing from the previous point, you should be designing for your customer as opposed to yourself. If the colors and designs don’t resonate with your target audience, you aren’t going to see success. Once again, you can use customer feedback during the creation process to get this right.
#10: Push the Boundaries
Although simplicity is certainly key, don’t be afraid to try something different. When it’s just you and the designer in an office, don’t hold back with your ideas; what have you got to lose? Just like the big yellow ’M’ of McDonald’s, you might just come across something special!