A logo is the concept, symbol, and graphic element that represents the main feature or the basic orientation of a company. It is the first aspect of a brand a potential customer usually comes in contact with and is the “judge a book by its cover” moment. As a result, it is important that your logo convey the right feeling and message to your customers.
A great logo instantly connects people with the company and/or product. Close your eyes and imagine Apple’s logo. Now image Nike’s, and then Starbuck’s, and Twitter’s. Those logos probably instantly appeared as images in your mind because they are that recognizable and memorable.
There are many things to take into consideration when designing a logo. Color ties in very well when relating to your brand. A predominately pink logo may portray femininity and loving qualities, while green brings to mind nature and the environment. Black is sleek, formal, and classic. And, yellow is happy and cheerful. Every color has a place in the consumers mind, as do typefaces. Typefaces can showcase a variety of emotion. With so many to choose from, finding the right typeface can be challenging. Designers will try out a multitude of typefaces in a variety of sizes and colors before deciding on their final choices. Does your brand want to seem youthful, or serious? Those types of messages are conveyed over typeface and colors.
Logo designs, while often simple in their final product, can be tricky to design. There is a lot to take into account in order to design the perfect logo. Here are eight rules for creating a great logo.
Your logo should be:
1. Easy to remember and understand. The best logos are read in seconds and are memorable.
2. Scalable. Whether they are small or large, a great logo should be compelling and legible.
3. Versatile. Your logo should work well on a variety of media – such as, on a shirt, a wall, a or a business card. And, it should be displayed in color as well as black and white.
4. Unique. A logo should be unique and stand out from the crowd.
5. Purposeful. A good logo answers the Who? What? Why? Who is this brand? What is the purpose of this brand? Why do you need this brand?
6. Timeless. Styles change and your target market will need to be able to easily find you out there. And changing your logo often could have a negative impact on your brand.
7. Impressive and Enticing. Your logo should have personality and create a reaction from the viewer. It should create a strong positive relationship between the consumer and the brand.
8. Simple. A great logo must be unique and convey a clear and simple message.