Understanding Your Competition
Before you start working on professional logo designs for your company, you must research your target market, taking into account your client type (age, gender, etc.). You must also research and gain information on your competitors’ logo designs; comparing their logos in a competitive way. Keep in mind that the world’s most recognisable logos are the ones that are different and stand out from the rest.
The Logo Is Just One Thing
Logos are always the first point of contact with a brand. You must ensure that your logo coincides with the rest of your branding; thus creating the best branding experience possible.
Ask the Right Questions
When it comes to business, strategy is key. And Logo Designing is a key strategy. Branding and Marketing specialist Michael Johnson released in his book the six key questions you need to answer for a successful logo design. He asks Why are we here? What do we do? How do we do it? What makes us different? Who are we here for? What do we value the most? and finally, What’s our personality?
Throughout the process, you must remain flexible. Nothing is set in stone; things and situations change, especially in business. Ideas may change. Company logo designs may not be as you wished or there may just be a clash of ideas, where compromising comes into play. Remaining flexible can help everyone involved.
Add Personality to The Logo
Add personality to your company’s logo design. This means adding that little bit extra something that could change your logo from the normal, everyday average logo to something that catches someone’s eye. You can add personality by exploring your colour palette and using imagery. Little things like this will begin to add personality.
Sometimes a hand-drawn logo feels much more at home within a company than any computer crafted design. The most iconic example of this is coca cola. Their hand drawn logo has evolved with an age old branding blended with a perfect design.
There are many huge companies out there that use a plain and simple Initial typographic to engage their audience. A best recalled example is Coco Chanel. Interlocking two letters together can create a simple but brilliant design if done in the correct way. It just goes to show that sometimes the simplest of things can outweigh the complex.
Back to Basics
This one links in perfectly with my previous point; simplicity. Putting thoughts and ideas into your company’s logo design but do not over complicate things. Keeping things simple makes it easier to recognise the logo and thereby recalling the company instantly. When you think of logos of companies such as Nike and Adidas, their logos are simple but deliver a great execution.
According to some specialists, the shape and colour of the logo can affect its effectiveness massively from a psychological point of view. For example, blue suggest tranquillity, green suggest environmentally friendly and red suggest excitement . When it comes to the shape, circles usually project a positive message and triangles suggest power, stability and connection to science.
Using negative space smartly in logo design can create an extremely eye catching piece of work. Doing this correctly can add extra meaning to your design too.
Understanding the Colour Wheel
In 1666, Sir Isaac Newton sketched the colour wheel as a tool to combine different colours in different ways. Primary colours are red, yellow and blue. Three secondary colours are green, orange and purple and the six tertiary colours are Red-Orange, Yellow-Orange, Yellow-Green, Blue-Green
Blue-Violet and Red-Violet. Complementing colours are opposite each other. Companies like IKEA (with blue and yellow logo)use this technique.
Manage Colour Schemes Carefully
Using colours that complement each other can be too much at times; toning it down a little and not using too much is important in some cases. Use a key colour and use all others as a support to compliment your main colour.
Choosing the correct colour can help control the mood. Using warm colours such as red, yellow and orange can be uplifting and energetic whilst cooler colours such as blue and green create soothing effect. This is important depending on the company and brand you are creating.
Research sector specific colour trends. This way you can see what other, bigger companies are using as certain colours work for different company types. In some cases the colour of your logo can help people remember your company too without even
Black and White
Many of the world’s most iconic designs are in black and white, proving that colour is not everything and showing that the design itself can do all the speaking. Black and White designs allow you to focus more on the details than the colours.
Always Get a Second Opinion
The value of a second and even a third opinion could be great; other people could have the eyes to spot what you have missed, improve on what you cannot imagine and help tweak the weaknesses.
Developing the Rest of the Brand
A logo may be great but what happens if the potential customer researches beyond the logo? You must develop your brand behind the logo and keep it consistent to what you wish your company to look like. People who do business need to trust the business before they give you their time and money so developing a professional company is key.
Bring it to Life
In the age of technology, bringing your logos and branding to life adds a whole different dynamic to branding. Adding animation and motion graphics to a logo can make it extremely intriguing and modern.
Deal with Criticism
Over the years, social media has become huge. One of the biggest things right now on social media is criticism. It seems like everyone now days is a critic and some people can be very upfront about it. Being able to handle the critics and sometimes even taking some of their criticisms on board you can improve your branding.
Use Online Resources
The world-wide web is huge and has many resources you can take advantage of when designing a logo. From how to design your logo to how to market your logo, the internet has every possible thing you need to get yourself and your company noticed.
Remember your branding is important. Make sure you choose the correct designer for your company’s face. In some cases that could be you but in others it should be someone you need to be able to trust. Recruiting a designer with the correct skills is imperative.
The Use of Double Entendre
Many companies combine two photos into one to make their logo stand out whilst being unique. An example of this would be Spartan Golf Clubs; using a golfer and the spartan shaped helmet and bringing the two together to not only look good but to tell a story.
Many trends come and go, they evolve or just become a cliché. Logos need to be timeless or easily evolvable. Again, a good example of this is Coca Cola.
Think of a single word, easy to remember and something you would like to associate with the business. One liners help customers remember your company.
The Company’s Mission
Your logo should reflect the mission your company is going on. It needs to relate and give a visual of what your company really means. Again it adds substance and meaning to the logo, thus making it not just a picture.