<![CDATA[Why do brands spend a lot of money on logo design? Logos are a visual representation of a brand. They act as the face of the business, and give the first impression. When it’s not properly done, a logo may not display your brand in the best light. So how do you come up with an effective design?
Come up with a list of ideas and sketch them out. The visual representation helps you see if the logo works for your brand. When you have a good list, pick your top five favorites, then narrow it down from there. The more options you have, the better idea you’ll get at the end. Combine your favorite sketches and ideas to make your logo.
A logo has to look good and be legible at all sizes. If it loses too much definition when scaled down for small promotional items, then it isn’t an effective design. The logo also has to look good when used for larger formats, like posters or billboards, and electronic formats like TV and websites. The smallest scale is usually the hardest to get right, so start there. You can test your logo by printing it on a letterhead or envelope and see if it is still legible, and you can test your larger scale designs by printing a poster.
Try using different color combinations, and try to match the color to the overall tone and feel of the brand. Every color brings a different feeling to your clients. For example, red is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Red brings text and images to the foreground, so you could use it as an accent color to stimulate people to make quick decisions. Research your colors, pick one that goes with the overall tone of your brand.
Be different, be unique. You don’t want your brand to be confused with another because of a similar design. Really take the time to think about your logo. Use other designs as inspiration, but don’t completely copy them. The more you stand out, the easier it will be for people to remember who you are.
The simpler the logo, the more recognizable it will be. It can be bad to have too much going on, too many colors or shapes can distract the viewer from seeing the big picture. Work the design down to its essentials and leave out anything unnecessary.
If your logo design includes text, you’ll have to spend time sorting through various font types and testing them in your design before making a final decision. Don’t use more than one font, you want to remember to keep it simple. You also have to make sure the font you choose is legible when it’s scaled differently. Remember that you’re trying to be your own unique brand, so try to avoid commonly used fonts. The more original the font, the more it will distinguish the brand.
Play with the symmetry of your design. Balance is important in logo design because our minds naturally perceive a balanced design as being pleasing and appealing, but this doesn’t necessarily mean that everything has to be perfectly symmetrical.
“A perfect logo can’t exist without great content. A logo can only reach perfection if its audience has a strong enough relationship with the brand’s content, personality or voice. If that relationship between consumer and brand is strong enough, the logo is either celebrated and encouraged, or is so subtle and confident that it’s rarely seen.” – Bob Sanderson, founder, Sanderson Bob
In other words, to have a memorable logo, you have to have memorable content to go with it.
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