Whoever says logo design was a quick and easy process is sorely mistaken. A great brand logo is far more than just some fancy shapes, lines and colours. It serves as your brand’s identity, and it needs to be something timelessly creative that people will come to remember you by. After all, being visual creatures, people are often more likely to remember your brand by its logo than its name or motto. Consider the following essential tips for creating a brand logo that people will come to love:
Capture Your Brand’s Personality
A great logo should amplify your brand’s message. It should represent the style and personality of your brand in such a way that it quickly becomes inextricably linked to your business. Begin by writing down some adjectives that best describe your brand. Is it traditional, contemporary, fun, serious or cutting-edge? You’ll need to take these adjectives into account when choosing a style and colour scheme for your logo so that you can visually represent the core characteristics of your brand.
Choose Suitable Colours
Colour is usually the first thing companies think about when designing a logo, and with good reason. However, colour is a much more complicated subject than many people give it credit for. To choose the optimal colour scheme for your logo, you will need to familiarize yourself with the psychology of colour and the thoughts and feelings they conjure up when people see them. Nonetheless, while the colour should reflect your brand’s personality, it is also important to consider readability.
Be Clever and Unique
A great logo is one that makes people stop and think. Some of the world’s cleverest logos feature hidden meanings that spark a subconscious reaction in many people. Your logo must also be completely unique, since you’re certainly not going to want to have people confuse it with logos belonging to other brands. However, just because you want your logo to be unique doesn’t mean you have to start with a completely off-the-wall idea. Even a small modification can make all the difference. Take Apple’s logo, for example, which features an apple with a bite out of it.
Use Custom Typography
Typography is every bit as important as colour when it comes to branding, but it’s also one area that many novice designers get badly wrong. To be unique, keep clear of much-overused fonts such as Helvetica or the dreadfully tacky Papyrus. In fact, if your logo is primarily textual, you should consider having a completely custom-made typographic design. Your typeface needs to be unique and hand-drawn rather than obtained from some online database which has been used a thousand times before.
Keep It Simple
A logo needs to be unique, but it also needs to be simple. In other words, you need to find the right compromise between creativity and practicality. An overly complicated logo won’t display well in smaller sizes, and it will be relatively difficult to identify. Avoid over-innovating by using things like shadows and embossments. Such special effects are often over-used to the point that they have become tiresome clichés in the world of branding.
Designing the perfect brand logo will take some time and effort, but it is important not to take your brainstorming efforts too far. Don’t be afraid to try multiple designs and get plenty of opinions to find out which one is most effective. If you’re still looking for some inspiration, take a look at the logos belonging to some of the most successful and influential brands in your niche. You certainly don’t want to end up copying anyone else’s ideas, but a little bit of competitive research can certainly help to inspire you.