A logo is important for every company that cares about its image. It is essentially the face of the company and it should represent your values as a company or a brand. Some companies are virtually defined by their logos. The famous Coca-Cola logo written in cursive and the iconic Apple logo with a bite taken out of it are classic examples of such companies. So what does it take to make a logo that stands out? Here are a few things to consider when designing a logo that will stand out in every market:
Have A Clear Understanding Of Your Company’s Values
You might wonder what this has to do with a logo. Actually, if all you want is to make an outstanding logo, then you will have a very easy time. You could mix in all kinds of colors and come up with an outrageous design or even come up with a minimalist logo that is annoyingly simple. Doing either of these will get you attention, but will not necessarily help market your brand. ‘Standing out’ is just one piece of the puzzle; there are more details about a logo such as what it stands for.
For a logo to be effective, it needs to make a strong and lasting statement. This can be achieved only if you know what your company stands for. Ask yourself or your customers what gives your company a competitive edge over the others. This could be anything i.e. innovation, precision, intelligence, efficiency, wealth, youthfulness, friendliness, partnership and pooling together and many more characteristics. Pick the aspects that best describe your company and incorporate them into the logo. For example, vibrancy can be portrayed using bold colors such as red on the logo etc.
Make It Simple
One of the first things that designers are taught about creating a logo is that the logo should be very simple. You should limit the number of elements present in your logo. An example of a simple logo is the Facebook logo; a letter ‘f’ in lowercase against a blue background and that’s it. Some of the best logos are simple and uncluttered. It gives your logo a professional look and it in turn communicates the same thing about your product, service or company.
A common mistake people make is stuffing a lot of elements into your logo. This puts you at a disadvantage because people do not have the time to figure out all those minute details. A logo should be easy on the eye because of another aspect: flexibility. Your logo will be used in different sizes and formats and can even be plastered on a huge billboard. The finer details of the logo will be lost in these cases. It is better to drop them altogether.
Your Logo Should Be Timeless
Being timeless doesn’t mean you should go pull out a logo design from the 20th century and plaster it across your merchandise. By all means, the logo should be modern and relevant to this day and age. However, you should not make a trendy logo because trends come and go. Your logo could end up looking very irrelevant when the trend fades away. You should have a modern logo with very specific colors, typefaces and overall design. An example is how Apple changed their logo from a multi-colored logo to a more professional one with less than three solid colors.
Remember that you can later tweak the minor elements of your logo to keep up with the times. A lot of people do not know this and end up stuck with the same old boring logo. Large corporations such as UPS and Burger King have changed certain elements of their logos to make them more modern. The essential parts of the logo however remain intact.
Make Your Logo Memorable
What is the benchmark for a memorable logo? A memorable logo is one that can be remembered after glancing at it. Yes, just a glance. When your logo represents something singular, it should be easy recognizable. An example of a memorable logo is Apple’s logo. If the Apple did not have a bite taken out of it, it would be very generic. The simple design tweak now makes the logo recognizable among the many images, symbols and logos depicting an apple.
A fun way to know if your logo is memorable is to do a quick exercise. Print out your logo and put it among 8 other logos and arrange them in 3 rows. Show the logos to as many people as possible but limit the time they view the logos to between 15 seconds and 30 seconds. After this, ask them to try remembering and describing as many logos as they can. If yours cannot be recalled easily, it is time to go back to the drawing board.
Avoid Using A Generic (And Boring) Logo
If you want to create a logo which will stand out in your market, you should avoid using a generic logo. For example, a lot of engineering companies have a gear in their logo. Dentist’s logos depicting a tooth are almost everywhere. When designing a logo, you should avoid looking like your competition as it reduces your logo’s visibility. The best way to get around this is to search for logos in your area of expertise and avoid duplicating logos. This brings us to the next point:
Study The Companies In Your Industry
Trying to get a competitive edge without knowing what the competition has in store is futile. When you are planning on designing a logo, you should take a deep interest in what your competitors are doing. The main area of focus should be big companies which are raking in customers and cash in that order. Analyze them to know what is working and what is not working for them. Borrowing a leaf from a profitable company when it comes to logo design gives you that competitive advantage.
Apart from studying your competitors, you should also avoid repeating their mistakes. A lot of people observe bigger companies and copy their style; but they take both the good and the bad. You should ideally delve deeper and know what is not working for them too. Learning from other people’s mistakes helps you avoid getting stuck with a poor logo design.
Make Your Logo Proportional
Some of the most famous logos look very simple but have actually been designed proportionately. Using a proportional logo creates a professional look which is balanced and good to look at. Logos such as those of Twitter and Apple are symmetrical. Both these logos use circles to construct a balanced image that is symmetrical and very aesthetic. Another aspect of having a proportionate logo is achieving a ‘lockup’. This is where your logo’s typeface and graphic device work together and add value to each other.
When creating a logo, you should always keep in mind that it will be used in different settings. A company logo does not only show up on official documents and publications. It will also be expected to be put on merchandise. Your logo can show up on caps, t-shirts, key chains, mugs, pens, umbrellas and so forth. The logo can also be expected to be printed in very small size or a very large size too. And nowadays when internet marketing is taking up most of the market share for advertising; you will also need to post the logo on adverts. The advertisement banners can be vertical or horizontal and your logo needs to be versatile enough to fit.
Versatility is easy to achieve when you create a simple logo which does not have too many details. Knowing that the logo will appear almost everywhere is in itself an advantage. You can focus on designing a logo which will match the textures used by the company. If it blends in easily it becomes more versatile. Furthermore, the logo should maintain its form and fulfill its purpose every time.
Right Logo Color Is Paramount
Logo design is not complete if the color palette used is not taken into consideration. Color adds a lot of meaning to a logo and communicates a lot about the company. Here are some colors and what they portray when they appear in a logo;
Red: The color red expresses aggressiveness, strength and taking action
Yellow: Yellow on the other hand gives a feeling of warmth, playfulness, happiness and also curiosity
Green: Green is usually associated with health, luxury, wealth and calmness
Black: Using black will give an air of mystery and simplicity
These are just some of the effects that color has on the perception of your brand. And depending on the product or service you are offering, people can make conclusions about them by the colors used in the logo. Another important thing about color is considering the logo’s appearance in gray scale. A good logo will still be visible and as effective in gray scale as it is in full color. This can be tackled by checking the tone used and ensuring it doesn’t make the logo too dark in gray scale.