Logos have a big impact on the way that people perceive brands. That’s why it’s so important to create a logo that:
• Catches an audience’s attention
• Communicates a brand’s voice
• Makes people want to buy
Luckily, there are five steps that make it easy for absolutely anyone to create an on-brand logo.
Choose logo type carefully
There are lots of different types of logos. They can be utilized on their own or combined to form something totally unique:
• Lettermark logos/monogram logos: Streamlined; lots of businesses go by their initials (like CNN); not the best for expressing messaging
• Wordmarks/logotypes: Special typography is used to make a logo from a company name
• Pictorial marks/logo symbols: Images of icons that represent a brand; usually a wordmark is included to name the brand
• Abstract logo marks: Geometric forms instead of recognizable icons; modern; some geometric shapes have different meanings (like colors)
• Mascots: Colorful and cartoonish characters (more family-friendly than some pictorial marks)
When it’s time to select which type of logo will be best for a brand, it’s important to consider the brand’s messaging and audience. Abstract logo marks aren’t always the best for kids’ brands; mascots usually aren’t associated with lawyers.
Take time on color choice
Color is central to communicating certain emotions and ideas to an audience. The psychology of color in logo design has earned its own studies– they reduce down to:
• Red: Bold, energetic, sexy
• Orange: Creative, youthful, friendly
• Yellow: Inventive, sunny, optimistic
• Green: Organic, instructional, growth-oriented
• Blue: Medical, tranquil, trustworthy, professional
• Purple: Wise, evocative, spiritual
• Black: Powerful, credible
• White: Clean, simple, pure
• Pink: Fun, flirty
• Brown: Steady, historical, rural
It’s important for logos to strike a balance between colors that may seem ideal at first and those that emerge as strong supporting characters. Too many bright colors, for example, will certainly grab someone’s attention; they might also seem disorganized or brash.
Every color evokes emotion. If a color doesn’t have the right “feel” for a brand, there’s no use forcing it into a logo. Logos should use color effectively.
Make the personality behind the brand (the brand image) front and center
Virtually every aspect of marketing should be based around a brand’s image. It helps dictate how content is written, how things are styled in photographs, and how support teams communicate with customers.
A logo should not be the exception. Brands must use their logos as an opportunity to display their brand image if they want to maximize their opportunities to connect with an audience.
Choose fonts for your logo carefully
Unfortunately, font selection is the bottom priority on a lot of logo designers’ lists.
Everyone has seen a logo that was difficult or impossible to read. Who actually wants their logo to be that logo?
Font decisions should involve more than just legibility, too. Typefaces themselves can actually help communicate a brand’s personality. The wrong font can also give the wrong impression. A highly professional dental practice, for example, will never benefit from comic sans in its logo.
A Brand’s Logo Is Important: Choose It Wisely
There’s no doubt about it: without a great logo, a brand won’t see success.
Creating the perfect logo doesn’t need to be difficult. In fact, brands that implement the tricks above will generally see improved revenue almost immediately. It’s because excellent brands are built around trust. When an audience feels like they know a brand just from its logo, the logo is doing its job.
