Brand designers know that designing a logo is about more than drawing a pretty picture. The perfect logo has the perfect synergy of colours, shapes, industry principles, and individual values.
Before we get started, let’s make sure that everyone understands exactly what we mean by “logo.”
A logo is not your brand; it is not your corporate identity. Instead, it is a visual tool with the primary purpose of being a recognisable symbol for your brand and corporate identity. If your overall branding strategy is effective, then your logo will quickly elicit the feelings and perceptions that you want your target audience to experience. A logo cannot stand alone. Instead, it should be presented along with your corporate identity (all the visual components that form your brand’s identity) and your brand design (the emotions and values that your whole brand communicates).
A logo is a memory trigger. Every time a person views your logo, their past experiences with your brand should bubble to the surface of their consciousness – and if those experiences were positive ones, your logo will remind them to come back for more.
What Brand Designers Aren't Saying
If brand designers all took the time to tell clients what logo design should entail, they might talk about the following:
- Minimalism: Some logos will naturally be more complex than others, depending upon the industry; however, logos that are too complicated are difficult to recall. They can also be challenging to resize for different applications.
- Colour: Brand designers recommend using no more than four colours in any brand design. Reproduction (particularly on hard copy) will be much cleaner with a simple colour scheme. Study the meaning of colours and consider any cultural taboos with which your logo might clash.
- Industry Relevance: Most industries follow a common thread when designing logos. This can be helpful in being recognised as offering a particular product or service, but beware: don’t follow your competition so closely that you’re viewed as a copycat or a faceless member of a crowd. Study logo performance and market trends. Decide what’s worth emulating and what isn’t.
- Control: Logos aren’t just gracing letterheads, envelopes, television commercials, storefronts, and billboards anymore. Ideally, your logo will appear in far more places, including digitals venues in which the design is out of your control. Lots of special design elements (especially those requiring maintenance or organisation before publication) may not appear just as you wish.
- Publicity: Whether you’re designing a new logo to replace an existing one, or you’re creating a brand logo that you hope will accompany your brand far into the future, make its introduction a public event. Social media can be a low-cost and highly effective method for launching a new logo and building recognition.
Brand designers are unique beings. They meld creativity with business sense and know how to use a creative spark to start a lucrative fire. One brand designer is perfect for creating your brand’s logo. Find that person through research, samples, past performance, and plenty of questions.
To learn more about how brand designers bring logos – and businesses – to life, connect with How to Build a Brand on Facebook, follow BrandExpertTips on Twitter, or call +44 (0) 208 123 6776.