Logos are usually simple, direct; the first and most basic portrayals of a company’s brand. Most designs aren’t terribly involved, so it’s easy to assume that creating a logo should take an afternoon of work, tops, on a lazy workday – but that assumption would be painfully mistaken.
When a customer walks past a flyer or clicks through an advertisement, they aren’t going to remember the paragraph of promotional jargon that the marketing team spent a week writing. They will, however, remember the logo tucked away in the top-left corner. Those small designs are the most distilled, simple, and memorable manifestations of your brand; there’s no question whether they need to be effective. In this article, I’ve listed a few guiding points for anyone considering how best to approach their logo design.
Keep it simple.
The best designs are uncomplicated and straightforward. Clients don’t want to be overwhelmed by a clutter of text, colors, and shapes! Clean up the mess, and simplify your design. Consider your brand: What do you absolutely need to represent, and what might be better explained in a written paragraph on a website or flyer?
Adhere to trends
Never, ever pick a trendy design for your company logo. In all likelihood, it will go out of style in a few weeks or months, and leave your business appearing dated. Choose a design that will stand just as powerfully in ten years as it does on the first day you use it.
Research your audience.
The color schemes and shapes used in a logo for a wrestling school will be considerably different from those in an etiquette training program’s design. Pick your color schemes and shapes based on what you believe will appeal to your clientele. As a writer for Elle & Company blogged in a post on the firm’s site: “You might love certain colors and fonts, but if they don’t catch the attention of your customers, clients, or readers, you’ve missed the boat.” Every business has a target audience to market towards – make sure that you consider yours!
Change your design often.
Customers need the consistency and security of a long-lasting logo. Those companies that overhaul their logo to match current trends risk confusing or even losing clients in the shuffle. People trust what they know – so pick one design, and stick with it! If a change must be made, make sure that the alterations are minor, and that they don’t lose the look and feel of the original design.
Ask for Feedback
After spending hours with a design, it’s easy to lose focus on the bigger picture – your overall brand. Ask a friend or colleague familiar with your brand to give you feedback! In the end, that shade of blue you spent the last day deliberating over may not be as important as you think it is.
Mimic another business.
Copying another business’s logo will get you nowhere. At best, you’ll be confused for your competitor. At worst, you’ll look like a shameless mimic, siphoning business from a better-established enterprise. Be unique, and create a logo that represents the individuality of your own brand!