In this digital era, we are bombarded by logos from every angle; every page opened, website, literally everywhere.
Stepping out of the technological zone, almost everything from your breakfast cereal to your desk at work has been branded with a logo design.
As a designer, I bet most of you have been asked to design a logo at least once in your professional career.
Though it is a tricky process, it is gratifying as your handiwork will be viewed by consumers all over the world.
Regardless of the type of industry you are in, you will need to have a professional logo design.
Whether you are tasked with designing an effective logo, or you are a business owner at a loss on ideas for your logo, you are not alone.
This article will provide some insight into creating and deciding on the best logo for your business.
What is a Logo?
Yeah, we see them all the time, but what are they really?
A logo is an image that represents a company’s brand and identity.
Simply put, a logo is an image that embodies an organisation.
Putting an identity into an image is not as simple as it’s made to seem.
It should provide an interesting backstory of your company.
You would want to create a logo that elicits strong feelings from your consumers (positive of course).
Note that, a logo is to identify your business in a way that is recognisable and not necessarily literally describing what the company does.
The Logo and Branding are best friends.
A logo and brand have a special relationship.
One cannot do without the other.
If you want to increase your brand awareness, you need a logo design.
Likewise, you can’t have a brand without a logo.
Let’s identify their relationship shall we:
Your logo defines your company.
Your brand is what your company represents.
It is the personality and story of your company.
Before creating a logo, you must identify what your brand is.
Something your logo can stand behind and support.
So basically, your logo should be based on your brand.
To create the best logo, they are some rules you should keep in mind.
This will keep you focused and motivated in getting ideas.
Keep in mind that your first idea may not be the best.
So get creative and explore.
The Rules for Creating a Logo Design
Creating an amazing logo doesn’t happen overnight, it takes a lot of practice.
Here are the rules you should consider when creating a logo.
Make Preliminary Sketches: It is compulsory.
Why do I say it is compulsory?
Your creative mind might be exploding with ideas over design possibilities.
Don’t worry about details at this stage.
Making quick sketches gives you multiple options to either choose from or combine.
Going straight to the computer is not a good idea as it limits your creative process.
Besides, the computer should come in the process when you have a concrete idea to work on.
This is because once you are fixated on one idea, you will be tempted to take the time to bring that concept to life.
That stifles your creativity and might make you frustrated when it doesn’t turn out well.
Let your imagination to run wild.
Let it go (I bet you sang it in Elsa’s voice right?)
Put multiple ideas on paper.
Regardless of how ridiculous you might think it is.
When you have chosen the right one, then the computer becomes your best friend.
That is where you can use it to refine your logo.
Simple is Best
I can’t seem to emphasise this enough.
Most beginners make this mistake.
Mixing concepts and trying to incorporate every single technique learned makes your logo look cluttered and doesn’t achieve its purpose.
Take a look at the best logos worldwide, and you will realise one thing, they are as simple as drawing a line in the sand.
Colours, Colours, Colours
The colour theory is complicated, yes, but understanding key colour schemes is a great asset to yourself and your business.
Know the colours that reflect your company.
Consider some essential colour basics such as;
Avoiding neon or light colours.
They tend to disappear in smaller sizes and some background colours.
Do not use colours that are so bright.
They are hard on the eyes. You want people to see your logo not shut their eyes.
Colours evoke certain emotions and moods.
So be careful when using colours in your logos.
Also, if you are designing a logo that is not going to be used in your country, learn about how colours are perceived in specific cultural contexts, so you don’t offend anybody.
Last but not least, design your logo in black and white.
If it doesn’t look good in these primary colours, then it will most likely not look good in other colours.
Typography speaks VOLUMES!
Typography is so important that they can either make or break your logo design.
A professional logo designer tests multiple fonts before choosing the right one.
Explore different sizes, spacing, and weight of various fonts.
Note the ones that do not react well to resizing.
This is because your logo will be adapted to be used in various things such as billboards, T-shirts, and business cards.
The typeface you choose should complement your brand and relates to what services your company offers.
You could also consider creating a custom typeface.
A unique font for a logo is unique and stands out.
Examples are Coca-Cola, Twitter, and Disney.
Relax on the Effects
Do not get carried away.
It’s no doubt they enhance your logo, but the best logo would not be dependent on them.
Some effects though lovely on screen may not look nice on print with the logo.
As mentioned earlier, simplicity is the key.
The human mind naturally loves balance.
Therefore, it’s important to balance each element to create balance to the eye.
Find ways to even out the balance in your logo if it sometimes means extending the serif of a letter, why not.
It is not a hard and cut rule because the rule of balance can occasionally be bent.
But a logo is viewed by the masses, and you might want to use balancing to your advantage.
This is self-explanatory but just had to include this for emphasis.
Do not copy anyone’s hard-earned logo design.
It isn’t professional, and you can get into serious trouble doing that.
We are creative people, use your creativity and do not underestimate yourself, you can do it.
Avoid an ugly logo at all costs
Don’t be recognised for the wrong reason; an ugly logo.
The best logos are aesthetically pleasing, yet highly practical and functional.
If your company is being recognised more for a lousy logo than the services your business provides, then there’s something wrong.
Your logo reflects who you are, what you stand for, your services and your values.
It is very tempting, and as a business person, you should know that cheap does not always mean good.
As a professional, invest in hiring a professional graphic designer to give you the best logo suited for your company.
Also, hiring a professional doesn’t mean you should leave every aspect of the design process to the designer.
There are several places for employers to post jobs for a designer to create a logo.
Take advantage of the top employment websites as there are equally some good designers on there.
After hiring keep in mind, it is a collaborative venture.
The graphic designer cannot magically assume how you want your logo to look like, your concepts, and what you want the logo to express.
Communicate your ideas to your designer, and together with their expertise, you can create a logo that is appreciated worldwide.
The Checks for choosing the best logo for your business
So it’s time to make a choice.
Which logo design will you choose among the other options?
These checks will help you know if you are on the right track to choosing the best logo design.
Check 1: Does your logo represent your brand?
The Starbucks logo has come to mean getting the delicious coffee.
The logo of Apple has become associated with quality technological gadgets.
Does your logo elicit the service or product you offer in the mind of your client or consumer?
What does your brand represent?
Is your logo doing a good job representing your company?
Asking these questions will provide you with the suitable answer as to whether the logo is right for you or not.
For example, a wedding planner will most likely opt for a cursive type to portray the elegance and details needed for a wedding as opposed to a fitness company.
A fitness company will most likely portray a type with bold font.
Check 2: Does the colour scheme of the logo associated with your company?
Most companies tend to use their corporate colours for logo designs.
Does seeing the logo remind you of your company without uttering a word?
Will it elicit the same effect from your customers?
Check 3: Is your logo memorable?
The particular type of Coca-Cola has instilled in most of us a life-long memory of a sweet brown drink.
Your logo should be memorable so that it stands out against your competition.
Remember specific products that were used long ago but are obsolete now, when we see their logo; it reminds us of our childhood days or a memorable occasion.
Check 4: Is the logo functional?
Can your logo be seen from afar?
Can it be adapted to suit different purposes such as in T-shirts, billboards and on the internet?
Is it easily distorted when it is increased or decreased?
Knowing the functionality of your logo is very important as your logo may appear on different platforms.
You will want to know that your logo is still recognisable when used in a different format.
Check 5: Is it original?
You will want your logo to be unique to your company.
Does your logo look similar to your competitors?
Do your consumers confuse your logo to that of another company’s?
If it does, then it is time to review it.
Logos have more meanings than just typography and creative design.
So don’t just wing it.
Make an effort to have the best logo that conveys the message of your company.
After choosing the best with the help of the above checks and you are good to go.
If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us at: [email protected]