Designing a logo, whether it is for brick and mortar shop or online business, is all about creating a small symbol that comes to represent your business. It can be just a graphic like the Nike Swoosh, Pepsi, and Twitter symbols.
You at once recognize the company, product or service based on the logo. This kind of visual representation is the purpose of a logo.
When Designing a Logo
The logo needs to be an attractive design that will remain in the minds of your customers. It should be clear to read and recognize. Mentioned below are other factors that go into creating a good logo.
Hire A Good Graphics Designer
A good graphic design professional will know all about using the right colors, fonts, and symbols for your business. They will also know how to design the logo so that it looks good across all media and across all sizes. You will also get the service of a person who can bring in a lot of good creative ideas for your logo.
Keep The Design Simple
When creating a logo, go for a limited number of colors and a single font or typeface to use in it. Creating a graphic that uses too many colors will mostly be a turn-off. Creating a complex image may also be an unnecessary exercise. Some complex designs like the KOLNER ZOO logo might be eye-catching and work well. The design is an elephant, but if you look closely, you can see the outlines of other animals like a giraffe in the image. However, not all business need such complex design. Stick to the basics, a combination of text and image or just text will do.
Include Your Company Name In The Logo
Many small companies like the idea of just a graphic symbol with no name in their logos. However, unless your business has worldwide recognition, you need to include the company name in your logo. Even Nike included its name in the logo for a long time before dropping it and retaining just the swoosh. So, at least until your brand becomes a household name, include it in your logo. You need to get the name entrenched in your customer’s mind first.
Keep Things In Balance
The various elements in the logo, like the graphic, text, colors etc all need to be balanced. Keep your design proportional so that it is balanced on all sides. Make sure that the logo is recognizable even when it is scaled down.
Your logo can be a standalone design item that you print on materials like mugs, pens, or other promotional material. The lettering on the logo should be clearly readable even at the smallest size required by the business. The graphic used should also be easily recognizable when sized down. When it is blown up to be used as a sign on a billboard, it should not lose any image quality.
The psychology of colors is a vast subject. However, graphic designers should be familiar with at least the basic principles and also know which colors are most popular in different types of businesses. Black is a very formal color and it is often used in the logos of law firms to convey a sense of conservatism and trustworthiness. A restaurant might use red as it represents hunger. Sports goods and adventure sports companies may use red as it conveys a sense of boldness and adventure.
Fonts or typefaces have to be chosen carefully. Avoid trendy or overly cursive fonts. Experiment with serif, sans serif and script fonts. Sometimes, a custom font works best, but try to keep it simple, don’t go overboard with curls and trims. Some examples of good custom font logos are Coca-Cola and Yahoo!.
Avoid the Trendy
Try to stay away from currently chic design elements. Trends soon fall by the wayside and then your logo will look dated and unattractive. Keep your design timeless and don’t tie it down by including trends or references to pop culture.
However, you can break conventions once in awhile. For instance, if you are designing a logo for a vintage or retro clothing store, you can perhaps integrate a design style from the specific era that the clothes represent, like the 1960s or 1980s and 90s.
When designing a logo, get inputs from the client as to what they expect the logo to look like, their preferences in colors, fonts etc. As far as possible include these ideas in your design. Make sure that the logo will translate well across all media – print, Internet, and mobile platforms etc. Convert the font to grayscale and see how well it looks. Sometimes, the business might need to print letterheads or sheets with the logo in black and white.
Keep things simple, understand the use of colors and fonts and retain a sense of balance and proportion in the design. If you are just a small startup without enough funds to hire a professional designer, you can try some online resources. There are many online logo creators free for use. Like the free logo creation tool from Shopify.