It only takes 50 milliseconds to form an impression of a business based on their logo. With that in mind, your business really needs to do what it takes to come up with something good.
Your logo is a symbol of who you are and what you do. The design you create has to catch the eye in a pleasant way, while at the same time being unique enough to not be confused with golden arches, silver apples, elegant mermaids, or red bullseyes. It’s a tricky nut to crack!
Do you want to design a logo that stands the test of time? Consider all of the following when creating it!
1. Your Company’s History
Your story is all your own, so try to incorporate a tidbit about your company’s history into your logo design. McDonald’s is represented by golden arches because that was in their original architecture. KFC uses the image of the Colonel who cooked up their famous recipe. There are a ton of brands, in and outside of fast food, that have a nod to their history in their logo. It’s a smart little homage that will help people remember you.
You too can bring your story to the forefront. For instance, a bakery owner might use her grandma’s recipe book, the one that inspired her to open up shop. A contractor might use a woodgrain font that looks just like the first floor they ever laid in a living room. Brainstorm ideas based on your own story!
2. Color Psychology
Color has a big impact on how people perceive your logo. In fact, your brand colors can increase brand recognition up to 80%. It has a lot of power and evokes certain emotions in consumers.
Before settling on a color scheme, think about how you want people to feel about you, Are you a law firm that needs to be taken seriously? Bright red isn’t the best choice. How about a fun bounce house rental company? Then it doesn’t really make sense to go with muted whites or grays. You get the picture.
3. Font Legibility
Do you plan on using text in your logo? The font size is very important. For optimal readability, you want to choose a font that is 10 points or higher. Anything smaller and people will need a magnifying glass to get your message!
The font in your logo should be easy to read, but don’t feel like you’re pigeonholed into something boring. Take for instance the bold Adidas font, the colorful eBay script, or the dash through the ESPN logo. These designs are visually interesting, but still legible.
4. Balance & Proportion
The word “balance” should be your logo design mantra! Research shows that human beings find symmetry appealing because our brains crave order and structure. If your design is proportional, consumers will naturally be attracted to it.
Find the center of your design and then mirror the weight on either side. Think of it like a butterfly. The body is the focal point and the wings use similar or the same colors and shapes.
5. Current Trends
In an ideal world, your logo will decorate t-shirts, coffee mugs, and baseball hats. It may even go viral on TikTok! People will love your logo so much that it goes beyond advertising to become a lifestyle.
To achieve that rockstar status, you need to have your finger on the pulse of what’s trending. Netflix saw that their customers were streaming from their phones and laptops, so changed their logo so it would look good on any device. The catch, though, is you don’t want to change your logo too often. Tropicana changed theirs in 2009 and saw a crazy 20% drop in sales. Your customers want consistency!
Your logo is going to be everywhere – billboards, product packaging, the sign above your door, maybe on an inflatable in a yard! That’s why you need to really consider all areas of your logo before you pay a fancy graphic designer to create it. We see 4,000 to 10,000 ads covered in logos every day, so how will yours stand out?
Miller, M. (2021, July 9). How to Choose the Right Color for Your Logo: The Ultimate Cheat Sheet. Retrieved from, https://foundr.com/articles/building-a-business/best-logo-colors
Creative Market. (2021, March 31). 10 Fascinating Scientific Facts About Fonts. Retrieved from, https://creativemarket.com/blog/10-fascinating-scientific-facts-about-fonts
Digital Synopsis. Fonts Used in Famous Logos. Retrieved from, https://digitalsynopsis.com/design/fonts-of-famous-logos/
PNC Logos. (2017, October 23). Why is Font So Important in Logo Design? Retrieved from, https://www.pnclogos.com/font-important-logo-design/
Simpson, J. (2017, August 25). Finding Brand Success in the Digital World. Retrieved from, https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/?sh=6b1defcf626e
Logo My Way. Netflix Logo and Their History. Retrieved from, https://blog.logomyway.com/netflix-logo/
Plural Sight. (2014, April 11). Understanding the Importance of Balance in Graphic Design. Retrieved from, https://www.pluralsight.com/blog/film-games/understanding-balance-graphic-design
BBC. (2017, February 19). Why We Find Symmetry So Soothing. Retrieved from, https://www.bbc.co.uk/bbcthree/article/6adaed45-2f21-4a7b-942a-5c40a7181dd6
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