A logo is a graphic symbol that represents a company, organisation or person. The main purpose of having a logo is to make something recognisable. So when people can’t see the company they can see the logo on the products, services or in the ads etc. So a logo is a visual representation of a brand. It might seem like a small thing but there’s a lot in it. Your brand values, products, audience, industry, background and personality are all wrapped up in your logo.
The most important work happens before you even start sketching. Every design project including logos should have a thorough discovery phase where the designer can get to know the client, the target audience and the goals of the project. Asking questions here and many others are key to creating a good logo.
Design isn’t just making pretty things; it’s solving a visual problem. This in-depth guide by FOR® walks you through the logo design process. By the end, you’ll be able to create a business logo from scratch to everything from choosing a color to making the design itself.
Some Crucial Aspects Of Creating A Memorable Logo Design
Know your Brand
Before you start sketching or choosing fonts and colors you need to have a clear understanding of your brand. What is your vision, mission and values? Who is your target audience and what are their needs and preferences? What’s your unique selling proposition and how do you differ from your competitors? These questions will help you define your brand strategy and personality which will guide your logo design process.
Make notes of what you think of the brand. Write down some key features and attributes of the brand. It would be good if you created a mood board with some images that represent the brand ideology. Note down the emotions the brand evokes and how it’s useful to customers. Find out about the brand’s plans and aspirations. Most importantly, know the brand personality.
Simplify your Design
A simple logo is easier to remember, recognize and reproduce. It works better across all sizes, platforms and media. To keep it simple focus on the essentials that convey your message. Don’t use too many colours, shapes or details that will distract or confuse your audience. Use negative space, contrast and alignment to create balance and harmony. You can also test your logo by scaling it down or converting it to black and white to see if it still makes sense.
Choose a Logotype
It’s good to know the different types of logos, whether you’re creating a custom logo from scratch or using a logo template.
Monogram Logos
Also known as letter marks, monogram logos are letters, often the brand’s initials. Examples include NBC, GE, HBO, and NASA. Monogram logos are simple but help people remember the company behind them.
For example, which is easier to remember and say: IBM or International Business Machines?
Wordmarks
A wordmark logo (or logotype) is a font-based logo that shows the company name. Visa, Disney, Jeep.
Wordmark logos work best for companies with great names. The memorable name and typography create a strong brand association. They are also versatile and can be used across all marketing and advertising materials for your business.
Pictorial Marks
Pictorial marks are graphic-based logos. Whenever you see one you know it’s a logo of a company. The Apple fruit logo, Instagram camera logo, Target bull’s-eye logo are all of this.
Abstract Logo Marks
An abstract logo mark is conceptual. It’s a symbol made just for your company. Your logo doesn’t relate to anything in the world, like a bird or an apple. It’s designed to represent your brand. Airbnb, Microsoft, Pepsi.
Abstract logos are hard to create if you have no design experience. Best to hire a logo design consultant who can translate colors and shapes into marks for your business.
Mascots
A mascot logo represents your business through a character. Often they are colorful, cartoonish and fun. A mascot logo humanizes your brand and is an ambassador for it.
Companies selling to kids and families, and sports teams should use these designs. Mr. Peanut by Planters, Mickey Mouse, and M&M’s characters are all examples of mascot logos.
Combination Marks
A combination logo is a wordmark or lettermark with a pictorial mark, abstract logo or mascot. You combine them together to create the logo.
Combination marks help people link your company name to an image or icon. Ralph Lauren, Burger King, Converse.
Choose The Right Colours
When thinking of giving your brand personality, think of all aspects of colour. Colours give your company logo design an image by making it visual. If you use bright and bold colours, they grab your audience’s attention. If you want to give your brand an impression of sophistication, use muted colours.
Remember that every color has its own different impact on the feelings of people. A property of colors is that they all have the power to evoke our emotions. For example, when we see the red color, we feel energetic, passionate, and have emotions of love and affection.
Be Original and Relevant
A logo that’s memorable is one that’s unique and relevant to your brand. It should reflect your brand personality and values and your audience. Don’t copy or mimic other logos especially your competitors. Look for inspiration from outside your industry, niche or culture. You can also experiment with wordmarks, symbols or combinations to find the best way to represent your brand.
Be Adaptable and Scalable
A logo that’s versatile is one that can adapt and scale to different situations and contexts. It should look good and consistent on various applications such as websites, social media, print materials, packaging or merchandise. To make your logo adaptable and scalable consider using a responsive design that can adjust to different screen sizes and resolutions. You can also create different versions of your logo such as horizontal, vertical or stacked to fit different spaces and layouts. You can also create a style guide to define the rules and guidelines for using your logo such as colors, fonts and spacing.
Get Feedback and Refine
A logo is not a one-time project. It needs feedback and refinement to make sure it meets your brand goals and expectations. You can get feedback from different sources such as your team, your clients or your audience. You can also use tools such as surveys, polls or analytics to measure the performance and impact of your logo. Based on the feedback and data you can make adjustments and improvements to your logo design. You can also test your logo again to see how it works in different situations and scenarios.
Update and Evolve
A logo is not a static element. It evolves with your brand and the changing market and trends. You may need to update or redesign your logo over time to keep it fresh and relevant. But don’t change your logo too often or too much or you might confuse or alienate your audience. Instead, aim for a gradual and subtle evolution that maintains the core and recognition of your logo. You can also use a rebranding strategy to communicate the reasons and benefits of your logo change to your audience.
Conclusion
A logo must be simple but different. It must convey a brand message through colors and fonts. It must look good in all sizes and in black and white. Before designing the logo, research the brand and market. To make a memorable and versatile brand logo, aim for simplicity, uniqueness, and timeless design. Ensure it looks good in various sizes and contexts, with a limited color palette. Seek feedback, consider professional help if necessary, and ensure legal compliance.
If you want to Boost your online presence by creating a memorable logo for your brand, you can contact Toni Hukkanen, the head of FOR®’s Branding Agency.
