A logo is the first thing that will connect a consumer with an impression of your brand. It is crucial for the design to represent your brand and the values it upholds. Hiring a professional to design your logo is a sure way to get a return on your investment. But before you begin there are things to consider before designing a logo.
What do you want to convey about your company?
Your logo is a visual illustration of your business and what it offers. Begin by answering these four questions:
- What problem does my business solve for others? Examples: Car mechanic; tutor for your child, website designer, etc.
- In which area does my company have expertise? Computers; machinery; home building, etc.
- What is my company’s strongest quality? Examples: Creativity; work ethic; trustworthiness, etc.
- Ask yourself what you want the consumer to remember the most about you.
You want your logo to represent your company’s mission, values, and services. When you have answered these questions you and your designer can start thinking about the actual logo design.
Research your competitor’s logos
The purpose of studying your competitors’ logos is not to copy them, but rather, to be wildly different from them. This will aid you in the design process as to what you do not want your logo to look like. Eliminating your competitors’ designs will help narrow your choices.
Keep it simple
When it comes to designing a logo, simplicity goes a long way. It makes it easier to remember and recognize. Apple is a great example of a simple logo. You want your logo to be understood in relation to your business.
Minimalizing your color palette, a simple design, and/or a striking font is more memorable and less confusing.
Trade trendy for timeless
No matter what the trend is, whether it’s your logo or your shoes, they will eventually look dated. Designing a logo’s core base that can stand the test of time and be classic for decades is the goal. It is recommended that you modify your logo from time to time but with a strong core that remains the same.
A timeless logo is one that rarely needs to be modified. Coca-Cola, McDonald’s, and Nike all have made slight modifications over the years.
Start with black & white
Before you venture into discovering your colors, consider starting with black & white. Too many colors can easily overwhelm the designer when creating the design. Once your design is finished, then you can move in the colors.
Choosing your colors
The colors in your logo should be in alignment with your business. It is one of the most useful tools in your logo design. Think about logos that you can recognize by their color(s) alone. Logos like Legos, McDonald’s, Starbucks, FedEx, Pepsi, and Ikea.
Color psychology should be considered as well. Different colors evoke certain emotions. Here are some examples:
- Red- love, passion, fear, power
- Yellow – Youth, inventive, hope, joy
- Green – Prosperity, envy, ecological, guiding
- Orange – Energy, perseverance, wisdom, honesty
- Blue – Trust, security, knowledge, tranquil, professional
- Purple – Clever, Psychological, authoritative, suggestive
- Black – Competitive, simple, serious
- White – Pure, simple, easy, clear
- Pink – Romantic, refreshing, attractive, entertainment
Your colors can influence the whole feeling of your brand. When choosing your colors consider what color most represents your brand and what you want it to convey. The colors that you choose should match and reinforce your brand.
The maximum amount of colors that you choose should be no more than 2-3. Choose one that will be more dominant than the others.
Scalability
Your logo will be placed on letterhead, business cards, your website…etc. Each item requires different sizes, and it needs to look good in every format. Scalability is important as you test your logo for different marketing items.
Conclusion
Your logo is what consumers will see first. Therefore, we recommend a professional designer. Your logo will reflect your company’s values and identity. A successful design will set your brand apart from the competition.
We here at 360 Web Designs highly recommend Annette Frei Designs to create your logo and brand. She serves the greater San Francisco Bay Area doing unmatched graphic design with decades of experience. She listens to your story and works with you to discover the passion behind your company.
*Both the Jenny Barron logo and the Custom Care Compounding logo were created by Annette Frei Designs.
