7 Tips for Logo Creation
13 May 2015
Before you send that business document or those marketing materials in to us, consider how your brand and company is being perceived.
Maybe it’s time for a re-think about your logo design? There is so much research and a lot of cheap and relatively easy to use software that you can come up with your own logo ideas and drafts / sketches, easily enough.
If you need help re-thinking your logo, don’t hesitate to ask us for help and advice!
Remember once it’s gone to print, it’s a lot harder – and costly – to change those basic elements!
1. Use custom type
Although this is a compete matter of choice, using a custom font can ensure that your brand stands out a little bit more. As well as that, it can make it harder to mimic for other companies!
Always speak with a designer about how your brand and logo will be conveyed by an audience and what both elements – logo and brand – portray your company as.
Once printed – there is no cost effective way of going back to the drawing board!
2. Know the basics of Logo 101
The basics must always be followed and they are:
• Keep it describable
• Make it memorable
• Allow it to be effective with colour
• Ensure it is scalable (i.e. it remains effective with size changes)
3. Icon vs text
Sometimes it pays to keep both graphical and text elements separate, for when you only need one or the other. Avoid overlapping or intertwining these elements, it might make it harder to incorporate into certain documents and you’ll lose brand recognition if you have multiple versions of a logo.
4. Understand what your logo means
Logos are not brands. A logo is not just a mark, however, it is instead a reflection of your brand (but remember, it is not the actual brand). Ensure that it inspires trust and recognition for your company and product.
Your logo represents the story behind your brand. Make sure it encapsulates everything about your company, brand messaging and visual guidelines – that is a lot, but it will ensure you are portraying the right message to your audience too. Make it an accurate reflection!
5. Don’t change
Once you’ve built up a following and reputation, unless you’re merging companies or business as took a major turn for the worse, you don’t want to keep reinventing yourself. Ensure that your logo and brand messaging is right the first time and you should never have to change it – be recognisable and it will help your reputation stand the test of time.
6. Colour psychology
There are many meanings and suggested translations for colours, but which ones matter most to you? If you’re a customer service company you might choose yellow for your colour wheel (optimism, warmth, and clarity) or as a fitness brand, green means peacefulness, growth and health
Research more about colour psychology and also take a look at shape psychology research, to help come up with a graphic icon for your logo, if needed (see #3).
7. Be aware of clichés
Be unique (see #1) but also avoid using overly obvious associations with any element of your logo. Don’t forget that the logos which use Helvetica or Papyrus can be seen as being particularly dull. Don’t be uninspiring with your logo by avoiding these rules.
• Using Helvetica
• Having an arc over the top of your logo
• Double letter overlap
There are regularly changes to this list of clichés – after all when trends come around everyone follows suit and it instantly becomes a game of ‘follow the leader’.
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