Designing a good logo is easy, right? Wrong. A logo is a visual representation of your brand. It can have a huge impact on people’s perception of your company and your product, and therefore it needs time and consideration.
Let’s face it, putting your brand’s name in a square is simply not going to cut it. If you are looking to design a logo for a new company, or give a company’s existing logo a makeover, here are some tips to make it unforgettable.
What do all the most well-known logos have in common? Simplicity. Elaborate logos tend to overload the brain with many different messages. On the other hand, simple but striking logos convey few messages, making them easier to absorb and recall. For instance, consider Apple’s apple with the missing bite, or McDonald’s golden arches. From observing both of these logos, we easily recognise their respective companies and the products they offer.
A logo is not just an image; it is a representation of a brand. It is not enough to focus on the aesthetics of your logo, you also need to ensure there is meaning behind it. When designing your logo, you need to keep in mind the unique attributes of the brand. Is the brand modern and high tech or classic and traditional? Is it playful and fun or corporate and professional? A prime example of a logo which fully embodies its brand is sports apparel company Adidas. The three stripes staggered to resemble a mountain is representative of the challenges faced by athletes. Not only is it memorable, it is also meaningful.
Colours have the ability to trigger emotional reactions in people, which is why it is important to consider the psychology behind colours when designing your logo. For example, shades of orange tend to suggest playfulness, whilst the colour blue evokes a sense of professionalism. When choosing your logo colours, you must keep in mind both the image you want to convey, as well as the emotions you want to generate.
Having to redesign your logo can be risky, as you may end up damaging brand recognition and losing customers. To prevent the need for a redesign, you need to create a logo which stands the test of time. By avoiding fleeting trends and sticking to classic designs, you can create a logo that will stay with the company for decades to come.