13th January 2020
Your logo design is your company’s initial point of contact with the rest of the world. If you are successful in connecting your consumers with your brand, they are more likely to accept whatever it is you are offering to them.
Apple Inc. is the most prominent example that comes to mind when one thinks about branding and association. Even though apple, unlike old times, fails to bring innovative products to the market, we can see that people are still willing to buy every new product it launches, wait in long ques to get their hands on the latest product and show it off to the world. It’s not magic. It just simple branding.
Logo designing plays a vital role in branding strategies. A swoosh inevitably represents Nike, while a white ghost will surely make you think about Snapchat. A logo design can have a positive or a negative influence on the mind of a consumer, and thus necessitates that it goes through a complex process of prudently handpicking the color, design, theme, and other essential elements for the logo.
An iconic logo design has the ability to establish a good rapport with the target audience. Have you ever seen a brand without a logo? Try and name one. You cant. Why? Because a logoless brand does not exist. A logo has a critical impact on how well your customers perceive your brand. So naturally, you want your logo design to be outstanding.
But how do you get there?
In today’s world, logo design is no longer a mere business symbol that highlights a company and its offerings. Instead, it is an essential tool that makes a strong brand identity. A professional logo design has the power to convert people into loyal customers. Thus, it is imperative to craft an iconic logo design that will encapsulate the brand’s identity and will send the right message to the audience.
This is the part where a logo designer is tested. Any designer worth their salt can craft a fit-for-purpose logo design, but it takes time to master the craft to create logo designs genuinely worth something. A logo establishes a brand mark, which is essentially the centerpiece of all branding activities.
A creative logo design casts a spell at the very first glance and has a bewitching effect on consumers that draws them towards the brand.
And that is the crux of the matter!
An iconic logo design is like gold dust, very valuable, and challenging to achieve. But don’t fret! This blog has everything you need to check off your list when designing the perfect logo. Scroll down and find the treasure map to your ultimate fortune!
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DO YOUR RESEARCH!
Before you embark on your journey to create the best logo design ever, make sure you understand the brand inside out. The primary purpose of a logo design is to create an everlasting effect on the target audience, and you can only do that if you understand who your target is and what this audience expects from you. Grab a notepad or open up a document on your computer and start noting down the important details.
What is the business about?
What does it stand for and value?
What is the brand’s personality?
Who is the target market, and what do they want to see?
Once you find out all there is to know about the business, whether your own or a client’s, you can use it as a guide to creating your logo design that fits perfectly for the brand. All the elements that a logo design contains will be closely associated with the brand itself.
“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”
– Sir Richard Branson
“The first impression is the last impression.”
You may disagree, but when it comes to logo design, there is no denying that the first few seconds of contact are crucial and do have a lasting impression on the mind of the consumer and the potential market. One look at the logo design should be enough to leave that everlasting effect that mesmerizes the audience. That is how good your logo needs to be.
To create a good impression, craft a unique logo design. Try and come with a new concept, something that has never been done before to shine through. You can also take inspirations from successful brands, things that are around you that may reflect the products your company offers and various objects that may ignite the creativity inside you.
Another great tip is to take a good look at what your competitors’ logo design looks like. Critically analyze it, figure out what is missing and incorporate that in your own logo design concept! It will not only make your logo design better than the competitors’ but give you a competitive advantage as well.
“Color is the place where our brain and the universe meet ”
The easiest way to successfully convey your brand message is through colors. Beyond the shadow of a doubt, colors have an impact on the human mind. Different colors can trigger different emotions, as color psychology plays its part. Brands that want their audience to perceive them as energetic, passionate, or aggressive may use the color red, but if they want to evoke the feelings of calmness, togetherness, and intelligence, blue is the color for them!
Modern graphic designers can use the science behind colors to their advantage. Use bright colors to grab attention and sober colors to depict decency and elegance; each color evokes a different emotion and conveys a message to the market. Thus, colors should be selected very carefully. Carefully understand what each color depicts, what emotions it can trigger then create a color palette customized as per your brand to get an effective result.
“Typography is two-dimensional architecture, based on experience and imagination, and guided by rules and readability.”
― Hermann Zapf
Many designers make the mistake of ignoring the impact of fonts and only put effort into the design and color of the logo. When their logo designs become a miserable failure, these designers are left clueless as to what the problem was. Now you know.
Typography, better known as fonts, speak about the personality of a brand. Think about it for a second. A business that sells toys uses an icy and dark font on its logo design. Will it represent the gist of the band? Will it look child-friendly? No. but if they use a font that is a hand-written cutesy typeface, it will create a more wholesome appeal.
Therefore, it is paramount that there is not a mismatch between your brand personality and the font you choose to depict it. As discussed above, if the choice of font does not speak the same language as your brand, how do you think your consumers (as well as your potential market) will understand the message you are trying to give them?
Does the logo design of Coca-Cola inspire you? Perhaps Google’s? Do you want your brand’s logo design to showcase your company’s name as well? It’s a great idea! Such a logo is known as logotype, and using it will make your company’s name visible to the consumers immediately. When you use a logotype, your logo automatically becomes your brand’s advertisement. Your company name itself will become a symbol of recognition for your brand. A logotype is beneficial for small businesses with a low marketing budget.
But if logotype isn’t your thing, you can choose to have a symbol as your logo. However, be aware that it will require a lot of funds to generate awareness and create recognition. But once you achieve that recognition, there is no going back. A swoosh, a half bit apple, and a mermaid are just a few famous examples of how well symbolism works and how deeply it can imprint itself in mind. Can you not decide? There’s a middle ground as well! You can always use a combination logo that has the symbol and features the company’s name as well. Adidas, LG, and Starbucks are some common examples of a combination logo.
“Information is only useful when it can be understood.”
– Muriel Cooper
Where does a logo design go? There’s an entire list! Websites, business cards, signs and banners, products and packaging, letters and emails, billboards and posters, social media profiles, and a million other places. It depends on your choice of platform. Here scalability becomes a defining quality.
Your logo should be impressive on any platform that it gets featured on. This essentially means that when scaled up or down to larger or smaller proportions like billboards or business cards, the logo should look impressive. But if it loses its design elements due to a change in size and ends up looking odd, the logo design is a failure.
“I strive for two things in design: simplicity and clarity. Great design is born of those two things.”
– Lindon Leader
DO NOT OVER-DESIGN!
Avoid complicating your logo too much at all costs. A logo design is the mark of identification for your brand, and a complex one will make it too hard for the consumers to remember it. Smart businesses have smart solutions to difficult problems. This philosophy carries onto their branding as well. The question is,
what does a simple logo design entail?
Nothing that makes it too complicated. Use of no more than two colors, fonts, and other elements. A simple logo immediately conveys the message at first glance. But if you add too many colors, use multiple fonts, add shapes, it is bound to send mixed signals to whoever views it – Which simply defeats the purpose of a logo.
A simple logo is memorable and is easily recognizable. Simple logos represent most of the globally well-known businesses. For instance, Pepsi’s logo design is made of two colors only, while Samsung’s logo consists of only two colors.
Your logo design can have colors and fonts as desired, but the targeted audience must understand the design. To make sure your logo is understandable and not too convoluted, avoid using a riot of colors or fonts as such a design will be too ambiguous and too hard to comprehend and remember.
Crafting an iconic logo design is a daunting and challenging process. We understand. But anything easy isn’t worth having or doing. Draw inspiration from everything around you, but keep it original. Make sure you know the brand and the company inside out. The logo design should always be unique and simple.
Logo designing is not an easy task, but if done right, it will have a powerful impact on your brand’s image. Mind mapping is a genius way to create a blueprint in your head. Try it, as it will give you a sense of direction.
You now know all the essential tips to design iconic logo design, use them well!
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