Having
a logo is an essential part of brand building and brand awareness. However, business
logo design takes some experience and skill to develop a compelling one. Nowadays,
most expert designers have years of experience and practice working with
several brands. They have developed the necessary talents to create a logo that
speaks directly to the audience and communicates the organization's message.
Once you design a logo that aligns with your company, it can be a priceless
weapon for your branding campaign.
Rules to Remember on Your Business Logo Design
Starting
a new company logo design project can be daunting since there are so many things that
you must consider. Developing this company asset from scratch means you have to
consider how it can seamlessly communicate the character of your brand and
capture the values, function, and message of the company. Those who plan to go
through a rebranding process could be exposed to several pitfalls. You may be
left in a quandary on whether to implement a simple tweak or completely
overhaul the design of your business logo. Here are some rules to remember.
Start With the Fundamentals
Perhaps
one of the most exciting parts of the logo design project is that you've got
something new to learn along the way. You will understand that each of your
clients will be different. The requirements of your previous clients may not
necessarily work with the business nature of your current client. Even for businesses
in the same industry, you will learn how completely different they are. Getting
to know the company, its product, and its people will help you decide the right
elements that you will add to your business logo project. Make sure to conduct
a simple interview first with your client before starting with those sketches.
Here are some questions to ask.
How Can You Describe Your Company?
What
is the core focus of your business? Do you offer trendy clothes for kids, or
are you providing SEO services to top companies? Does your company have a
logistic service? You need to understand what your client focuses on before you
can develop a good business logo. If you look at the existing log today, for
instance, Amazon, you will notice that their logo highlights the letter A and Z;
this is because they claim that all products from A to Z can be found in their
online store. The arrow in the logo of FedEx represents their delivery courier
business.
What Kind of Logo Resonate with Your Company?
Suppose
they already have an idea of what a good logo should appear like. In that case,
make sure to ask them about this. If they can't come up with a particular idea,
you should provide them with your portfolio, where they should find inspiration.
They don't necessarily have to look at the logos in the same market. Take some
time to present them with different options, and list down some of the logos
that they deemed memorable. Group them in a single document and find a similar
element from them; this could be the font style or the color.
Who Are the Competitors?
Remember
that the purpose of having a logo is to help your target audience to remember
your company after a single glance. Therefore, a business logo designer must
understand what the business can offer. Try researching the elements you can
add to the logo by spying on your competitors. For instance, if you are
managing a coffee shop, you will notice how teacup will often be present. After
this, step back and ask yourself if you want to add these elements to your logo
design. Remember that if you're going to add them, it would be better to tweak
them to remain unique. After all, you want to set your company apart from this
market.
Always Keep a Sketchpad with You
With
several digital tools available, people might always rely on their gadgets for
their business logo design. However, there are still advantages to having a
trusty sketchpad close to you. For instance, it helps you rest your eyes from
the computer glare. It also enables you to record your ideas; understand that
inspiration will come to you the least time you expect them. If you don't have
access to gadgets, then this idea can escape you. With a sketchpad, you also
have complete freedom in your creativity. Sketching allows you to use any shape
and add them in any place you prefer. Understand that you will always have that
opportunity to digitize your design. A sketchpad is also necessary to bring during
your interview with the clients, especially when describing their ideas to you.
Start in Monochrome Shade
Color
is an integral part of your logo design project. However, if you don't think about
things carefully, it can cause a distraction. It will be difficult for your audience
to focus on the core concept of your business logo. You should leave the color
for later and start using a monochromatic shade. It would be easy to change
this at the later design project stage. It would be easy for you to save a
boring logo by adding the correct palette. However, a good business logo will
still appear astounding and eye-catching even if it only has a black and white color.
Your idea, shapes, forms, font styles, and lines are important
Logo Design Must remain Appropriate
The
business logo design must remain relevant to the activities, values, ethics,
and company ideas that it represents. If you plan to open a high-end boutique,
an elegant typeface would best represent your business. If you are planning to
target male pensioners, a dash of pink and yellow may not do you good. Some
people may think that these rules are relatively obvious. However, determining
an appropriate logo is much more than this. The more suitable the logo is to
the business, the easier it is for them to sell their product and service.
It Must Be Memorable
A
good business logo must be memorable. It encourages your prospects to keep your
company in mind despite being surrounded by other options in the market. Be
sure to keep your logo simple, allowing the potential customers to remember all
the integral elements of your logo. Understand that you have as little as 2 seconds
to capture the interest of your target market. Therefore, your logo must tell
the story of your brand within a single glance. This will be impossible to
achieve if you have an overly complex company logo. The trademark must always
be focused on a specific concept. Usually, it must not include any complicated
elements that allow you to work on various applications and sizes. You can use
this in your business cards, websites, social media channels, and business
signages.
Try to be Unique
We've
mentioned above that you should monitor your rivals in the business. However,
you should still strive hard to be unique from them. Remember that you want your
business to stand out. If your customers can't distinguish your business from
your competitors, it will be difficult for the potential customers to remember
your company. It will be an opportunity for the designers for you to set their
clients apart in the market. Anything different will help them be unique. With the
existing similarities in the business, understand that your work will never be
easy. Playing with your imagination is an excellent way to attract possible clients
in the future. You should also demonstrate your ability to develop an
appropriate and relevant business logo.
Avoid Being too Literal
It
is not required to create a logo that reflects what the business does. Nowadays,
a more abstract type of business icon has proved to be enduring and influential.
If it doesn't show the purpose of your business, it should clearly define the company.
Sometimes, not being too literal will pique the interest and imagination of
your target customers.
Symbols Are Not Always Required
Remember
how we mentioned before that some companies would just use a wordmark on their
business logo design? A logo does not always have to include any unique symbol.
It can be tempting to be overly artistic to showcase your design skills. If you
observe some of the most common logos like Google, Pirelli, and Mobil, you will
notice the simplicity of their typeface and focus more on legibility. Remember
that words will not work all the time, so there may be some variations that you
need to do. For instance, changing the color and position of the logo can
change its effect on your audience.
Imagine How to Make Your Logo Project a Reality
A
business logo design that remains static and sitting in the corner will no
longer cut it in today's marketing landscape. You need to imagine how your logo
can come to life on digital applications. For instance, you can team up with a
motion graphics or an animation video company to bring your creations to life.
VR trends are also the latest rave in the market of logo design. It is now more
accessible than ever and offers a more immersive experience. This may not
always be necessary, but it is still worthwhile to consider this.
Rolling Out Your Business Logo Design
Simply
submitting your logo design to your client and allowing them to use it
according to their will could lead to a major crisis. At the very least, you
should provide them with clear guidelines on how to or not to use the logo. This
must include all components that you need to remind them of, such as the color variations
and options, spacing, positioning rules, the suitable marketing materials where
to use, min and max dimensions, etc.
Listen to Constructive Criticism
In
today's social media age, almost all man will have their opinion on something.
You need to learn how to filter out constructive criticism from the noises. You
need to acknowledge that not all forms of criticism are an annoyance. You should
always be ready to listen to them. In fact, most clients will be willing to do
business with a logo designer who responds to negative criticism over those who
just ignore it. It sends a signal to them that you value all kinds of reviews
from your clients. Your branding strategy is more than just developing a
compelling business logo design. A newly released logo can easily be the first
thing the netizens will jump on. You will inevitably receive criticisms from
the public.
Developing
a business logo design could be an arduous and complicated
process. There are several things to consider, and a simple mistake can lead to
the doom of your career and the viability of your client's business. Remember the
rules above when creating a good company logo, and you can develop a trademark
that will help in the company's branding strategy.
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