Will your customers identify your brand logo with your company? Marketing today is an incredibly visual industry. Simply put, consumers are drawn to and interested in things that look good.
A recent stat shows that 65% of marketing executives rate visuals as one of the most important assets used to communicate their brand. A huge part of that visual branding is a company’s brand logo. Your brand logo image is on all of your products, present on your website, on all social media channels, blog articles, and the list goes on. This one image is a huge representation of what your brand is. That’s a lot of pressure! However, there is plenty of data out there to help you with the process.
Here are 5 tips to help you create the perfect logo for your brand.
Keep it simple
This should be the most important thing you keep in mind when designing a brand logo. When you think of the greatest logos of our time (some that come to mind are Apple, Nike, and FedEx) they all have an incredibly simplistic design, but they stand out. For Apple and Nike, they no longer have to include their name in any of their advertising (or on their store fronts) because their brand logos have become so iconic and recognizable. Consumers don’t want to think too much about a logo, and it definitely shouldn’t have to be interpreted or explained. A clean, simplistic design will be much more memorable than a cluttered, complex one.
Pick appropriate colors
While you might think that color choice is simply about picking a shade that you like, the reality is that there is much more meaning behind colors than you might imagine. Multiple studies back up the idea that certain colors evoke certain emotions, and that can be incredibly important when designing a brand logo. For example, red typically is a signal of excitement and boldness, blue is more dependable and tranquil, yellow is optimistic. Therefore, when designing your brand logo, think of the various emotions you want your brand to display. Is your product edgy, or is it more traditional? By thinking through the emotions of the brand, as well as the emotions of your target audience, you can come to a determination of which colors will work for you. For example, orange typically evokes feelings of confidence and energy, making it a great choice for an athletic brand like Nike. Green is associated with health and the environment, and therefore is the choice for lots of companies in that industry such as Whole Foods or John Deere.
There are millions of companies out there, and that number is only going to keep increasing. What this means for you is that there are tons of logos being designed and utilized all the time. While it might seem impossible, creating a unique image is what will help to set your brand apart from everyone else’s. Instead of just thinking in terms of an image you want to symbolize your brand, think of how you could tell a story with that image. For example, the Apple logo is much more than just an apple. The bite taken out (or byte) symbolizes the industry the company is in. The arrow in the Amazon logo points from a to z, in reference to their slogan about selling everything (from A to Z!) If not the image itself, think of how negative space could be utilized to send a message, like the arrow present in the FedEx logo. You want your brand logo to be memorable and tell a story that will get people talking.
Include your name
Don’t limit yourself to just thinking of a logo as an image, but instead include your company name as well. Even if you design the best, most creative logo there is, you are not going to be as recognizable as Apple overnight. Include your name in the creative process and consider creating your own font to make it stand out as much as your image. Especially for a new business, you want your name shared as much as possible, whether it be via material you put out, or with consumers sharing via social media. Some of the best logos today are just of a company name, such as the Coca Cola logo, so don’t be quick to rule that out when designing for your brand.
Don’t design it alone
Finally, be sure to utilize programs to help you design your brand logo. While hiring a graphic designer may be an option for some people, for many others that is not realistic when thinking of all of the other costs associated with running a business. There are plenty of programs available to use, some of which are totally free, that can help you design the perfect brand logo. Here are some of the best options available:
- Spaces is a free service that can quickly generate several logo options for you based on your brand name and a couple of relevant keywords.
- For a service that has easy to use design software and affordable pricing, consider using LogoMaker. Low-resolution logos can be downloaded for free.
- GraphicSprings allows you to design your own logo, or you can hire someone on their end to design one for you. Their range of tools gives you tons of flexibility when designing your logo.
- If you are a bit of an artist yourself, or if you just have a great visual idea, use a program like Logoshi. With this program you sketch your idea and it transforms it into a professional looking logo.
- Finally, Logaster allows you to search through a database of logo ideas that you can then customize to fit your brand.
Cover image: Source