The more impressive a logo is, the more unforgettable it will be. A logo acts as an invisible bridge between the audience and the brand. It is easily recognizable and helps the customers in identifying your products or services. If you are planning to start your own business, the first thing you need for brand-recognition is a logo.
Let’s talk about global brands like Audi, Nike, McDonald’s, Apple, etc. What’s the first thing you find worth noticing about them? Their logos, right? Why so, because their deliberate but easy-to-remember logos stuck in the conscience for longer. Remember, it’s the thing that will reflect your brand’s personality; therefore, it should be memorable to get an edge over your competitors.
However, many people think that creating a logo is an easy task. According to them, using a blank canvas and putting a few elements here and there is the way a logo is created. But, that’s not what people think. It’s much more than just placing a few elements. In fact, designing a logo is an art that starts with conceptualization and a lot of thought process ahead. Only a professional logo designer can do this task.
Given are a few guidelines to help you create an impressive logo. Let’s check out what are they.
1) Focus on simplicity: It is essential to keep a logo simple. If you try to put too many elements in the design, it will be difficult for the audience to recognize it. Too many elements can make them feel distracted. Even it will divert them from the primary objective as they won't be able to figure out what your company offers. Whether you are creating a brand new logo or redesigning the old one, the ultimate goal of the logo is to represent your brand, products, and services. So it is essential to keep it visually appealing. A good rule of thumb is to create a logo that looks good in grayscale.
Let’s take an example of the brand Windows. The company has gone through several logo changes since its establishment. If you see its current logo, you will notice how the design has shifted traditional to modern. The contemporary logo design is simple and clean. If you see the old logos of Windows, you will find the branding elements in their current logo.
2) Think where the logo will be used: While designing a logo, think about what all places it will be used. From brochures to billboards to email campaigns, it is essential to consider how your logo will appear both on digital and printing materials.
Your logo should have a futuristic approach. Design a logo in such a way that it could fit every purpose beautifully. For example, the logo can be seen on large billboards, vehicles, brochures and business cards among others. Sometimes, they might look good on a brochure, but the same doesn’t go with the business cards.
Therefore, it’s always advisable to consider your logo’s appearance on various marketing tool before finalizing it. Even for stickers, it has to be presentable, or it will fail to serve your marketing purposes. In such a case, taking help from a sticker designer will work best.
3) Update the design over time: Even enduring logos need a makeover after some time. Just like technology, design trends evaporate as quickly as they emerge. And, this transition takes place only to survive in the long run. If a logo has been successful in the past, it doesn’t mean it continues to be in the lead of successful logos. Hence, a logo needs a makeover as per the latest trends. And, this can be achieved by finding the right balance between the new and existing logo.
Working with a professional logo designer will not only help you in harmonizing the old and the new logo but also help you make your logo a perfect tool for conveying your message. For instance, the logo of the famous Marriot Hotel got a new look. It’s the best example of harmonizing the old and new logo together. The iconic ‘M’ letter is intact and positioned in big bold typeface in the brand name “Marriot.” There is no drastic change but a bit more polished a refined look to stand out.
4) Think about a “Classic” design: We said it above that you should update your logo design to match the changing perceptions. But it doesn’t mean you make drastic changes all of a sudden. It will have a significant impact on your brand identity. If you have created a classic logo design while starting your business, by making small changes you can give your logo a modern look. Remember, creating a classic logo requires patience. So, take your time with a focused approach.
Here are a few elements that you should consider while creating a timeless logo:
•Font: Font plays a vital role in conveying the brand message. Using a wrong font will ruin your logo design. Example, a law firm can't choose a fancy font. Selecting the right typography might be difficult, but with proper research and analysis, you can choose the correct one for your logo.
•Color: Colors communicate your brand message perfectly. But only if the color you have picked carries the same message your brand has. Each color has a significant meaning. Choose the one that fits your needs well. Or you can go through color psychology for better understanding.
•Show creativity via white spaces: In common designing language, it is also called negative space. White space helps in organizing the content for better visual and communication experience. Companies such as NBC, FedEx, Food Panda, etc. are known for their brilliant negative space conceptualization.
5) The right process: When the final step approaches, you need to start with a focused mind. Until and unless you are confident that your logo will have the power for brand identity, keep trying. Also, consider below pointers to achieve the desired results.
• Think about what you want to convey
• Do proper research on the logo history of big companies
• Conceptualize and create a sketch first
•Take opinions of friends, co-workers, and family
•Hire a professional graphic design company such as Designhill in case you have no time
Conclusion:
Though a logo is just a tiny piece of artwork, its impact is vast. The tiny image is powerful enough to communicate to your audience. Even it gives a clue about your brand, products, and services. There is no silver bullet to design a perfect logo overnight, but it’s not a rocket-science too. What all you need is a clear concept to get started.
I'm a blogger and designer and I work as a creative head for Designhill. I write on topics concerning design, ecommerce, startups, digital marketing, interactive content. My creative work has earned me several laurels over the years.