July 13, 2020
A logo isn’t just a picture sitting in the corner of your website. It’s your brand ambassador.
As the first thing a consumer sees, your logo needs to make a great impression about who you are. In fact, a good logo has the power to convey your company’s values, create an iconic brand identity, and build trust in your brand.
Can your logo do all that?
If your logo isn’t conveying the right message, then it’s time to hit the drawing board. You need to create a successful logo that can help grow your business.
This blog will tell you all the best practices you need to know about logo design. Whether you set out on this adventure on your own or decide to hire a logo design company to get the job done, you need to have adequate information about all the crucial aspects that your logo should possess.
Here are some of the essential elements of the design that can significantly impact your logo in the digital age:
1. Make it memorable
Even without the company name, why are all these logos so memorable? Well, that’s because what a logo represents is more important than what it looks like.
According to Paul Rand, a logo holds value only by association with a product, a service, or a business.
So before you even begin on perfecting your logo, make sure your brand is offering a spectacular product or service that will always be linked to it. Only after that, will your logo derive its meaning and usefulness.
If your brand is first-rate, then the logo will eventually be perceived as such. Even as a standalone, the icon will be adequate to remind consumers of your brand.
2. Simplicity is the key
Simplicity is quite closely linked to how easily a logo is recognizable and memorable. In fact, simple logos are often more effective in conveying the brand’s message. This includes multiple aspects, from lettering to spacing. So even if you’re speeding past a signboard on the highway, you’ll be able to see and comprehend a simple icon. From the examples above, it’s easy to see how each logo is offering something unique without being overdrawn.
3. Be creative
Nike didn’t become famous by printing a picture of a shoe on their shoes, nor did Mercedes create a logo of a car. So while your logo doesn’t necessarily have to depict your business, you can use different aspects of design to influence it.
And because of the sheer number of businesses available in the digital space, your design needs to be unique in every way. So it’s okay to be inspired by other logos. But the challenge is finding a way to hit the mark as well as stand out from the rest.
More importantly, it must be distinctive, memorable, and clear. Play around with shapes, typography, color, etc. before settling on a logo that accurately represents your brand and relates to your audience.
4. Reinvent the negative space
Using negative spaces is a great way to add uniqueness to your logo and impress consumers. In fact, most people consider it to be a breath of fresh air. But just remember to be subtle.
Notice how the above brands get creative with negative space within an image or letter to create a whole new image. More importantly, they’ve tactfully used the negative spaces to portray what the brand is all about.
5. Add meaning to your logo
Logos generally have a story or hidden message behind them. The arrow in the FedEx logo signals deliveries while Baskin Robbins is advertising its 31 flavors. Similarly, your logo should have a meaning or purpose.
More importantly, every aspect of the logo design, from the color to the text, should have a strong, balanced appearance.
6. Utilize appropriate color schemes
Color has a significant impact on branding and logo design. It’s an important element that shouldn’t be underestimated or overlooked. Colors are very subjective and emotional, but they have the potential to develop and reinforce the intended core message or mood that a brand is trying to communicate.
If you are planning to incorporate color into your logo, don’t use more than three. Make sure to coordinate color combinations to make your logo look sharp. However, the colors should complement each other as well as grab the person’s attention. Before selecting a color scheme, understand the psychology underlying each color. For example, blue symbolizes trust and excellence in the IKEA logo, whereas yellow stands for happiness, imagination, and energy.
Need more information about platforms that you can use to create your logo? Continue reading 5 Top Platforms to Create a Logo.
7. Keep the logo aligned with the business’s core mission
The logo you design should be appropriate for the intended audience and your brand’s personality. For example, WWF (The World Wide Fund) uses a picture of the giant panda as a symbol of their commitment to protecting wildlife and wild spaces, the Amazon logo represents the message that it sells everything from A to Z (the arrow connects the two letters, and the child-like font of Toys R Us is appropriate for a toy store.
7. Balancing innovation
The digital era is offering more possibilities to logo designers. Numerous tools are facilitating the designing phase. Technology is enabling logo designers to make mistakes and fix them effortlessly. Moreover, they are presented with greater opportunities for experimentation and adventure.
But digitalization is redefining how entrepreneurs are approaching branding. Consumers are utilizing different platforms and media. With the rise of smartphones, there are newer systems and more touchpoints.
They’re making relationships with a brand more personal and interactions more frequent. So the basic idea of how and where a logo is applied has changed. Thus, designers need to be aware of how logos will appear on different devices as well as in different digital locations, such as in websites, apps, notifications, etc.
8. Enforce versatility
The initial focus is on the concept and shape rather than color. That is one reason why the design process begins in black and white. This ensures that a logo will be effective in the simplest form. Ensure that your logo works well on any background.
An effective logo will work across any kind of media and application. Moreover, it must be flexible enough to be printable on various other mediums, such as business cards, stationery, hats, promotional items, banners, billboards, etc. Using a vector design will help to provide ultimate flexibility.
9. The era of pocket-sized logos
Previously, logos were initially designed for print. But now, they are starting much smaller- that is, for screens. Logos should be designed so that they scale easily. Successful logos are those which are flexible enough to fit anywhere.
10. Timelessness is a trend
Coca Cola and McDonald’s are some of the most popular emblems in modern history. They have changed very little, yet still, feel fresh and vibrant. Moreover, they remain recognizable even decades after they were designed. Aim to create a timeless logo that will stand the test of time.
Bonus tip: Animated icons
The world of design is changing. While design used to be all about color, image, and typeface, it’s incorporating behavior and interaction. Logos are no longer considered standalone entities but as a broader, more dynamic way of communicating with customers. And now, motion is playing a bigger part in logo design.
These designs are more energetic and radiate positivity, something that speaks directly with the younger generation. Consider how Sava Stoic designed this animated logo for Octopus.
A cheeky octopus blinks, stretches, and finally pops out of the letter O.
Creating a dynamic logo that catches everyone’s attention can help your brand stand out in the crowd. But in order for that to happen, your logo must have the right elements.
The logo’s shape, color, and font must build a cohesive image of your brand. Not only do you want your logo to be immediately recognizable, but it must also inspire trust and admiration. So, yeah, a perfectly designed logo can get you places where you had never imagined to be.
Ready to tap into the substantial potential of your logo?
Alma is a mother, wife, logophile and a professional blogger by choice. She completed her masters in English literature from the University of Groningen. Oh, and Alma is incomplete without her cats! Find her on Twitter or check out some of her past work at Muckrack.