Your company’s logo is usually the first thing people will come to recognize you by, particularly given the modern ubiquity of digital media. Playing a crucial role in your branding strategy, a logo design is something that needs to be done with great care and thought. It needs to suitably represent your industry, stand apart from the competition and give your target audience something to remember you by.
Isolate the Most Recognized Qualities
Although companies often redesign their logos to emphasise an important change in direction, few established companies should start completely from scratch. Instead, focus on the most distinctive part of your existing logo and take advantage of its fame by further amplifying it. For example, Nike has long been associated with the simple black swoosh, which is all they have been using since the redesign in 1995.
Focus on the Most Suitable Colours
People are visual creatures, and colour alone says a lot about your brand. The psychology of colour is a crucial part of any branding, and around 85% of consumers consider it to be a primary influencer. For example, red often represents passion and energy, yellow represents warmth, green hints at sustainability, purple oozes luxury and black and blue often symbolize professionalism and authority.
Keep It Simple
Minimalistic designs are all the rage these days, and many companies have decided to simplify their logos to reinforce a more specific message. Consider Apple, for example, which has simplified its logo multiple times. Originally depicting a hand-painted graphic of an apple falling on Isaac Newton’s head, it was later simplified to a multi-coloured apple and then again to its current monochromatic form.
Use Hidden Meanings
Many brands use hidden meanings in their logos to inspire curiosity. Although these hidden meanings usually only reach people on a subconscious level, the logos tend to be among the most memorable. For example, did you ever notice the forward-pointing arrow between the E and the X in the FedEx logo or the A pointing to the Z in Amazon’s logo? A great logo is a clever one that makes people stop and think.
Optimize for Readability
One of the main reasons for companies opting for more minimalistic logo designs is that they are more compatible with today’s digital media. Most notably, a simpler logo with easily readable text is much more recognizable on the small screens of mobile devices. For example, Google has simplified its logo to make it more readable and modern by removing the shadows and embossments.
While many logo redesigns have proven enormously successful when it comes to reinforcing a brand’s message and building up awareness, there have also been plenty of expensive failures with the opposite results. Most importantly, radical changes in design often send out the wrong message by implying that there’s something wrong with the company, and this is definitely something you want to avoid.