5 Tips for Designing a Logo That Works
A stand-out brand starts with a killer logo. Here are five tips for designing a logo that resonates!
- Showcase your brand’s personality. Your logo should convey your brand theme and the marketing message you want to communicate to your target demographic. Every aspect of your business reveals clues about your brand. Consider your core company values, mission statement, and other foundational elements of your company. Revisit your buyer personas and use that information to drive your design choices. If your target demographic is senior citizens, your logo should reflect their preferences.
- Avoid cliches. One of the biggest misconceptions about logos is that they need to explicitly communicate what the company does. However, if you look at some of the world’s most recognizable brands (think McDonalds, Apple, and Nike), you’ll notice that their logos stand on their own. A restaurant logo doesn’t have to feature food and a dental logo doesn’t have to feature teeth.
- Don’t copy the competition. While you should definitely check out your competitors’ sites, use that intel to inspire a design that will distinguish you from them. Examine their graphics, typeface, and color scheme – is the design trendy, conservative, or sophisticated? Consider going in a different direction. You want your logo to differentiate your brand from competitors, not be a carbon copy of them.
- Choose colors with care. Different colors trigger different emotional responses, so choose your hues (no more than two or three) thoughtfully. According to research compiled by the WebpageFX, 85% of consumers cite color as the primary reason they buy a particular product and 80% of people believe color increases brand recognition. What emotions do you want your brand to evoke? Do you want people to feel calm, excited, cheerful, or sexy? What works for one company might not work for another, so use your target market to drive design decisions.
- Put your best (type)face forward. Since your logo’s typography contributes to the overall look and feel of your brand, you need to select a font that communicates the tone you’re trying to achieve. Traditional fonts like Times New Roman and Georgia convey a different feel than modern fonts like Century Gothic, Futura, or Avant Garde. If you want your brand to give off a fresh or funky vibe, you should steer clear of traditional fonts.
A professional designer can advise you on all of these points and make recommendations tailored to your unique marketing goals. Give your design team some examples of logos you love as well as those you don’t to help ensure that you’re both on the same page. The more information you provide about your brand and the message you want to communicate, the easier it will be for them to nail the concept and deliver a logo you and your customers will love.