ORIGINALLY PUBLISHED ON JANUARY 4TH, 2017. This content has been updated.
PAY ATTENTION TO THESE FIVE THINGS IN YOUR NEXT LOGO DESIGN
The dictionary definition of a logo is a symbol, sign, or emblem. Whether you have started a new venture, working on a specific campaign, expanding an existing one, or looking to update your brand, a logo is a graphic representation of your product of service. Logos can be text-based, simply a graphical element, or a combination of both.
Regardless of the type of logo, it should be well thought-out since it is an important component of your identity that seeds your total brand. As a branding consultant, I recommend you consider these five things as you start to develop your logo:
Skilled graphic designers can help you illustrate your values, mission, and business approach through imagery, colors, fonts, and even spacing. It’s best to discuss your objectives, values and how you want others to see your brand and feel when they engage with your company.
(Other considerations: Is there an existing logo or branding that you are currently using? How does that logo fit with your direction? Does the new logo need to be part of a larger family?)
As a graphical representation of your business, you’ll want to stand out. When I am creating a logo, one of my first steps (after the discovery conversation) is to do research. This allows me to see how other companies are positioned within the same industry. What are the best logos? Does anything stand out and why? While I am looking for inspiration, I also want to be mindful of not creating a logo that is too similar to the competition.
The hardest part of any creative process is editing and whittling down. Logos do not need to be flashy or complicated to stand out or communicate your message. There is a balance between being strategic and over-thinking design, but in most cases, the best logos are often the simplest (Just consider the Nike swoosh or Coca-Cola).
Your logo will play a different part in a variety of settings including business cards, stationery, print advertising, billboards, websites, social media, mobile phones – and even promotional material like shirts or trinkets. The ability to maintain design integrity and look appealing in different contexts, sizes, and resolutions is a must. It helps to place your logo in several contexts before deciding on your final version.
Are you using trendy fonts and treatments? Your logo might look cool today, but these elements can date your logo and your business. Worse than that, being too trendy doesn’t allow you to stand out or send the wrong message. Another thought to consider regarding shelf life is the confinement of messaging. Logos that are clean, classic, and not too complicated will stand the test of time.
It’s not uncommon to underestimate the time and thought that is required to pull together a logo. Think of it this way: when you know you have to buy a suit or dress that you know will need to last and provide you versatility, you are not going to buy the first outfit you see. You’ll consider your personal style as well as your lifestyle. You’ll step back in order to make sure it’s right for you. Logos are no different.
Taking the analogy of shopping for the perfect outfit a step further, it can save a lot of time and frustration when you get the help of a professional. Feel free to take advantage of my 30-minute complimentary consultation to get you started in the right direction.
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