It can be intimidating when you’re attempting to design a business logo. It’s such an important component of your business, as it says so much about what you have to offer. Many think it is all about the artwork, but there is much more to a logo.
You need to portray the right impression, while competing in a highly competitive market. Your logo will create a first impression, as we’re highly visual beings. It’s vital to your brand, allowing your company to move in the right direction.
So, what should a good logo entail? How do you go about creating one? The following guide provides you with beneficial tips and information so that you can create a lasting impression that represents you and your business.
What Makes a Good Logo?
- Simplicity is key, so avoid clutter. You want a well balanced logo, providing a message to others. You need to remember that your logo will be on everything from advertising to packaging. You need to visualize that logo fitting into small and large spaces. If it’s too complex, your message will be lost within the busy clutter.
- It should be distinctive and unique. You do not want to confuse people with your logo, reminding them of another company. Your logo should scream your business and your business only.
- Choose appropriate visuals and fonts. The imagery should relate to your business, providing information. For example, if you were starting an all natural cereal company, you would want earthy tones, and images that connect consumers to the environment or healthy living. Something simple, yet bold. You wouldn’t have a picture of a candle, this just doesn’t make sense. Unless the imagery relates to your name, story, or product/service, don’t choose it.
- It should look great in both colour and black and white. You need to think about printing, and how it will transfer between the two options.
How to Design the Perfect Logo For Your Business
The following tips will help you create a logo that is memorable, appropriate, and most importantly effective:
1. Decide on a Message
Before you begin creating your logo, you need to think about the message you want it to portray. Write down a sentence regarding your company. What does it offer? What is the ultimate statement? Now use this sentence as a guideline for your logo. Your design should stay true to this message.
2. Look at the Industry
Look at similar companies within the industry. What do their logos look like? Are they solid and simple or more flashy? You want to differentiate yourself and your company from the others. What can you offer the public that those companies can’t?
This is where you want to focus on being unique, but true to your message. Research is key, both in terms of your competition and logo design. Don’t be afraid to get out there and make all the necessary notes.
3. Focus on Your Business Name
The name you choose will affect your design. Perhaps you have a company name that can incorporate creative graphics into the font. If you are a jewellery company for example, your font may be quite classy and delicate. Not all logos have the company name included, look at Apple for instance. Apple is obviously one of the largest companies in the world, so their logo needs no further introduction.
If you would like your company name included, be conscious of the lettering and style. Once again, simple is better. If you have a long name, think about how you can shorten it with initials. Make sure the font blends well with your imagery.
4. Be Careful of Your Colour Choices
If you choose too many colours, it will not only be very busy, but it will not be as cost effective. It will be hard to work with certain mediums if there are too many colours going on. If you can, only use around three colours or less.
When you do decide on a logo, have a few options in terms of colour choices. This will allow you to compare, choosing the best fit. Remember, your logo will be printed on advertising, packaging, and signage, just to name a few. What is going to look best across all aspects of your business? This is why simple is better. It’s more cost effective and it generally looks more clean and fresh.
5. Hire a Professional
If you have no experience, a professional is your best option. Some companies pay thousands for a logo design, which has maybe made you hesitant. The thing is, there are many great freelance designers available. They will charge a fraction of the price for great work.
When deciding on a freelance designer, do not go too low in terms of a budget. You need to remember that your logo will last years to come if it is designed properly. The cost of your logo across ten years isn’t too bad, especially when it provides your business with so much.
If you hire a professional, make sure you get involved. You may not have an eye for design, but you sure have the passion and knowledge that is required for your business. Make sure the proper message is being portrayed and that your input is valued. Please remember, if a professional insists that something is a poor choice, trust them. You can always get a second opinion, but respect what they have to say.
The best way to find someone is through personal recommendation. Ask around, who have some of your connections used? Were they happy with the outcome? If you do not know anyone, search the Internet for reliable sources. You can look through portfolios on quality websites like Behance, getting in touch with artists that share your interests.
6. Designing a Logo Yourself
If you do have an eye for design, then take charge. Go ahead and design a logo, incorporating all of your knowledge and research. Once you have created a logo, it doesn’t hurt to have a professional look it over. They will provide you feedback on small things to tweak, as they know what works and what doesn’t.
Make sure you choose a program that allows for multiple layers. For example, Adobe Photoshop or GIMP are great programs. This will be crucial in terms of an effective design. If you do not know how to use layers, you either need to thoroughly research these programs, or hire someone. Layers will be your best friend, make sure you use them.
Start with a transparent background, while keeping in mind potential backgrounds. The background can be decided upon later, matching your marketing ideas and website. If you can, create three or four designs. From there, you can focus on the strengths and weaknesses of each. Multiple options are always a great route.
Of course design is important, but focus on what your logo is saying. Your design should be sleek, representing your business effectively. You want your logo to stand the test of time, so every detail and decision is important.
Unless you have extensive knowledge, I would suggest hiring a professional. Your logo is so vital in terms of your company’s success. Take the time and possibly the money, to create the best possible design. As long as you are thorough and involved, there’s no reason to have a weak logo. Give your company the best possible chance, by creating a logo that is memorable and informative.
Photo credit: captcreate