Many designers will attest there's a lot that goes into creating an effective logo than what may meet the eye. Many acknowledge there are many factors to consider in developing a clever yet timeless logo that will suit your business year after year. If you're interested in learning the 411 of logo design and how you can implement design principles into creating a memorable logo design of your own, this post is right up your alley!
Add Too Many Details
Remember, this is a simple, professional reminder of who you are and what you have to offer. Leave out extraneous details that can distract from the essence of your brand or business in exchange for highlighting a key feature.
Rely on Trends
People don't trust a business that is constantly changing their logo. Fads come and go but a good logo is like a classic pair of denim jeans. No matter what your style, you can't argue with this classic never goes away.
While inspiration is encouraged, be weary of copying a design you love too closely because it will not only risk copyright violation, but your brand will lack that necessary recognition needed to stand out!
A memorable logo is sometimes one that's not expected. McDonald's doesn't have french fries and a hamburger in their logo, but the Golden Arches are relevant to their name. In the same vein, you don't need to include an image simply because you love it if it doesn't capture the essence of your name.
Southern Weddings Magazine does a great job catering to Southern brides with it's soft, feminine colors, and girly, hand-lettered logo. Every touchpoint of their streamlined brand reflects their understanding of their ideal audience.
Research Your Ideal Audience
Everything starts with focus. So take time to identify what makes your business unique and what do clients value most about what you do. Think about other successful businesses that your target market shops at and look at their logos for inspiration. Do you ideal audience's tastes and interests mirror those you found in your research as well as your own?
Finally, condense your brief down into three keywords. What are the most important words that describe how you'd like your new brand identity to come across.
Use Color Psychology
If we want to dive really deep, we can use color to communicate in a compelling and persuasive way. Perhaps you work with children as a photographer, in that case you might want to use light, soft, warm colors. If you sell luxury products you might choose cool, bright, and clear colors for a strong impact with bold fonts for an aspirational look. If you want to communicate fun or creativity you might chose a lovely orange or coral.
Colors evoke different feelings and emotions in people so use it wisely to communicate brand values while paying special attention to how you pull all design elements together.
A cursive L rotates around the center axis to form a flower in this logo for a horticultural center -- a simple design that's effective because of the choice of a graceful font.
Pay Careful Attention to Fonts
Each font has a unique feel and characteristics. Some of have a certain je ne said quoi that make them pitch perfect for logo design work. But the font you chose will play a large role in how your audience perceives you, so first impressions are critical.
A timeliness, classic look hits the mark for print designer Gooseberry Moon, which includes submarks for versatility.
Perhaps one of the most important components of a logo design is it's functionality. Your logo should hold up as well on a sign on an event as it's does on a business card. It should be easily recognized in both black and white and color. If your logo isn't current legible in a number of different sizes you might want to consider another solution. You can learn why I use Adobe Illustrator for logo designs in this recent post.
Similarly, you may need to create a variation or two of your logo for versatility. Consider what your logo looks on top of a photo or colored backgrounds and account for that by creating color variations. Many designers start in black in white, too, as it allows us to focus on color and shape rather than the subjective nature of color.
Get A Second Opinion
I don't know about you but I often get more clarity in my work when I have a trusted friend or family member provide some feedback. Oftentimes it's easy to get lost in your work (a familiar feeling of seeing the wood from the trees?) and having a second set of eyes can re-affirm a design or help point out little discrepancies as you slave away behind the screen. It's not a bad idea to get little constructive criticism when it aides in both the aesthetic and compositional direction of your logo.
Creating a logo can sometimes be an overwhelming task for those without a firm grasp of the principles of design. Knowing who you are and creating a substantial point of view is helpful in creating an authentic and purposeful logo design for your business that gets you excited to promote it. Take into account the above do's and don'ts to help in creating one that is mirrors your unique brand vision.
What are your keys to creating an effective logo design? Anything techniques you'd add in the above?
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