There is no denying that the visual identity of your brand can ultimately define its fate. If the visuals are good, then you’ll have no problem capturing the attention of potential customers, and even boost your retention strategy. But if it’s bad, well, you might need to rebrand at some time. To avoid the latter, you will not only need to give your designer some quality feedback, but you will also need to know exactly what it is that you want your logo to say – this is the face of your brand after all.
To achieve this, you will need to consider all of the primary elements that go into logo design, and then choose and combine them in order to create a wining logo that will set your brand up for long-term success. Most importantly, these tips will make it easy and affordable to market and advertise your company on every platform, both in the online and offline worlds.
Craft a strong text logo
The text logo is one of those tried-and-tested logo types that designers love making to this very day. Why? Because they are usually simple and to the point, and they can convey the primary brand message with ease when paired with the right color scheme and maybe a catchy slogan. Not that an image logo cannot achieve the same, quite the contrary, but text logos can have an easier time marketing a new brand and instilling the name of the company in the minds of the consumers.
For established brands such as Nike or McDonalds, an image if quite enough, though. When you’re thinking of designing a text logo, you need to pay special attention to the font. This needs to be something that portrays your brand’s essence and personality, as well as its unique tone of voice. Use a bolder font with sharper edges if you are a company that deals in “serious” matters, and of course, use a more whimsical font if you’re operating in more of a lifestyle niche.
Keep it simple, though
Most importantly, your logo needs to be simple. Why? Because you want people to remember it, and you want it to print easily on every possible branded product that will send to your online customers, and hand out at your store or at events and everywhere in between! Remember, a logo needs to be simple enough so that people can evoke its image easily, and so that a printer can transport it onto a product without any errors. So, how do you keep it simple?
Make sure the logo can be easily printed on any promotional product, regardless of size and shape. There are experienced promotional campaign advisors out there the likes of Promotional Centre who can guide you along the way and help you nail the design for this purpose. A simple and straightforward design will allow you to put your logo not only on every product, but every online ad as well. Plus, a simple logo can easily become a part of a customer’s everyday life – such as a basic tee with your minimalist logo crowning the top left corner.
Use colors to add a dash of personality
Color selection is one of the most important elements of a winning logo design, especially if you plan to put your logo on your products in the online and offline realms. Now, while color alone will not shape the mindset of the entire consumer market (no matter how much people love to think that), it will influence the perception of your brand, and the emotions it evokes in its customers and audience. This is why you need to think carefully about the connotations of every color before you slap it on your logo.
For example, green can represent sustainability and growth, and its naturally soothing hues will never fail to appeal to the naked eye. On the other hand, blue is one of the most popular colors for businesses, as it represents trust and loyalty. But that doesn’t mean that you should stick to a single color, as there are many color schemes that can greatly influence the look and feel of your brand – be sure to brainstorm a bit with your designer to really pinpoint the winning combination.
Should you go abstract or not?
Artistic, or abstract, designs can work wonderfully for any business in any industry, but that doesn’t necessarily mean that an abstract logo is perfect for your brand. Again, it all ties into your core values and what your brand is all about. An abstract logo is a surefire way to stand out from the crowd, especially if you’re operating in a niche that predominantly boasts realistic image and text logos.
You can choose to be completely unique or follow the tried-and-tested design schemes in your industry, either way you will make an impact if the logo portrays your brand’s identity and values. However, keep in mind that abstract logos really do come into their own in creative industries and lifestyle niches.
Your company’s logo is the face of your brand, and whether you want to believe it or not, people will judge this book by its cover, especially if you’re the new kid on the block. Use these insights to bring the elements of successful logo design together and craft a brand image that will set your business apart from the rest in your field, one you can easily market and advertise to the entire world.
Guest Poster – Elaine Bennett
Elaine Bennett is a digital marketing specialist focused on helping Australian startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more entrepreneurs and help them on their business journey.