Branding is the key to getting the results you want for your products or services. As this is the face of your business, you not only want your audience to recognise you, but to portray a clear and concise message that lets potential customers know who you are and what you stand for. One of the best ways to achieve this is to create a logo that communicates all the necessary information fast and translates across a multitude of channels.
Where to start when designing a logo that performs
Let’s take a look at how a well-designed logo can build your brand now. One of the first things to do is think about the logos you see everyday; when you buy a coffee, go to the gym, or anything in between. These have all been well-thought-out and designed to catch your attention, so do they do that or simply fade into the background?
Now think about where else you see these logos, for example in the local newspaper or online. Do they look the same? Do you recognise them or simply turn the page/scroll past? These are all factors that you should be thinking about for your own logo, so take note and consider what you could do differently to avoid unfavorable situations. A logo is a significant part of your marketing strategy, so whether you already have a logo or planning to create a logo yourself, with a designer or using a logo maker, be sure to do some additional research to understand everything you’ll need.
When you tick all of the right boxes, consumers will not only know who you are in an instant, but when they come across your logo somewhere unexpected, you may even trigger a response to interact.
What elements should your logo have?
There are certain aspects of your brand that should be portrayed well in your logo’s design to ensure its performance. Here are five elements you may want to include to help you build a strong brand:
Proper brand representation
What type of logo do you really want? Some people opt for symbol logos, others for lettermark logos (often in the form of initials or abbreviations), or even take a more abstract approach to get their message across. It may be worthwhile to do some research in your niche to find out what works for the competition.
Noticeable brand imagery
What icons or symbols do you associate with your industry? For example, hairstylists are typically associated with scissors, food and catering establishments with chef’s hats and florists with flowers. If you choose an understandable, universal image, you’ll be able to tell the viewer your niche without the need for text or other bulky elements.
Brand colors and consistency
The colors you choose can have just as much of an impact as the imagery, especially as consumers tend to identify with colours on an emotional level. This means that using the wrong ones can negatively impact your brand while the right ones can build trust. With this in mind, it’s important to stick with your chosen colors and add them across your branding campaign to maximize impact.
It can be tempting to pick a unique font for your logo, but remember that it needs to be readable and look professional. The best fonts for logos tend to be from the Sans Serif category, such as Helvetica, whereas those from the Brush Script category should be avoided. Try to minimize the number of fonts you use too, as more than 2 can be especially distracting.
Simplicity is key
Once you have made decisions based on the above points, remember to keep your logo as simple as possible. The clearer and more memorable your logo, the easier it will be to connect with your audience and convey your brand.
Additional considerations for an impactful logo
Now you have the knowledge to create a logo that will build your brand in the right way. Before getting underway, be sure to keep these extra factors in mind:
- Where is your logo going to be displayed (mobile websites, product packaging, event banners, website favicons, etc.)?
- Is your logo scalable to meet the needs of various placements?
- Will it look as good large as it does small (i.e. will it translate well from a social media icon to a billboard)?
- Does it need to work both vertically and horizontally?
Once everything is finalized, you may want to consider protecting your logo along with your brand name to avoid copyright infringement and more.
Interesting Related Article: “Using Custom Stickers as a Branding Tool for your New Business“