The below article, on creating a strong logo, is shown as originally published on Forbes.com.
Creating A Strong Logo
Creating a strong logo is one of the most important investments a company can make. Not only does it foster a strong first impression of your company, but it can separate your company from the competition and grab consumer attention in a crowded marketplace. So, what are the basic components of creating a strong logo?
- Define your brand.
Before creating a logo, it is imperative that you have an understanding of your brand and your brand’s identity. Ask yourself the following questions: What is it that we do? What consumer problems do we solve with our product or service? If we were our target consumer, what would that personality be like? Answering these questions with confidence will lead to the initial ideas to formulate your logo because the brand logo should be reflective of all these answers.
- Make it memorable.
From the Rolling Stones’ lips to Nike’s swoosh, a strong logo is as effective as it is memorable. Start with a simple design with strong colors that communicates the essence of the brand. The more complicated the logo and the more components it has, the harder it will be for people to remember and identify your logo with your brand. It is not always easy, but when the designers at my company receive a new client logo request, we aim for uniqueness. Creating a strong logo that no one has seen before creates a sense of singularity and helps the brand stand out.
- Choose the right colors and fonts.
Colors can evoke emotions. They can help to set the tone for your brand. When choosing the color (or colors) for your brand logo, consider what emotions or feelings you want your consumers to associate with your brand. From the primary to the secondary colors, research the psychological reactions to each color to ensure a positive experience when consumers view your logo. Finally, ask yourself: How do the colors chosen tie in with my brand, product or services?
Much like the overall logo design, when using a font in your logo, keep it simple. Do not use multiple font types, and make the font of choice easy to read. Just as the color choices for your logo can be reflective of your brand, so too can the font.
- Stay away from ‘trendy.’
A brand logo needs to stand the test of time and should not be trendy or cliché unless your company has a decent budget to spend on rebranding every few years. Your logo represents your brand, business, products and services. It should not represent what is “hot” in looks for the current market. A great example of this is Coca-Cola. Not only is their logo easily identifiable, but it has virtually stayed the same since 1887.
- Consider how the logo will appear across different platforms.
What looks good on paper may not be as effective on digital platforms. Be sure to design your logo for use on everything — from business cards to social media avatars. It must work in small and large designs, regardless of what it is being used on. Ideally, once you create a few options, try mocking each logo on various items such as t-shirts, water bottles, social media posts, banners and anywhere else it may be used before determining if it’s a good fit for overall use.
With so many facets to consider in creating a strong logo, it is important for brands to not only take their time creating their first logo, but also to consider the above if they are looking to rebrand. Create different options. Ask various designers for their versions, because different perspectives can lead to out-of-the-box thinking. But overall, be confident that what you ultimately decide on will help to carry your brand success on its shoulders.