A professional logo is one that showcases your brand. It’s likely to be the first impression your company makes on a potential customer so it’s vital to get it right. Whether you are using a professional designer to create your logo or you have your own ideas, there are a number of important factors to consider when designing a logo. In this blog, we assess the 10 steps on the path to creating the perfect logo.
Your logo should reflect the values of your brand. It should separate you from your competitors and invite brand loyalty from your customers. You need to ask yourself what your brand represents - it could be security, creativity, luxury, convenience or many other attributes. Once you have defined what your brand stands for, you can start thinking about the logo.
How do your competitors market themselves? Do their logos or brand identity reflect their core values? They will all have thought about this (or at least they should have done!). Analysing what your competitors have done will give you insights into how you should position your brand. You need to differentiate yourself from your competitors. Your logo should be simple and memorable and be different from everyone else in your field.
There are lots of websites out there offering a selection of free logo templates for you to use. You can use these templates for mockups or brainstorming or even as a starter for quick logo design. This can be a quick and easy way to get started but be careful that you don’t end up with a logo that’s too generic or too similar to someone else’s logo.
Firstly, your logo should work in black and white. You may not always be able to present your logo in colour so check that it works in monochrome before thinking about a colour scheme. When it comes to colour, make sure your colour palette reflects your brand. Some brands work well with bright, vibrant colours. Others work better with more sombre and serious tones. Clever use of colour can also help you stand out from your competitors.
Choosing a typeface for your brand is crucial. Do you want something that is creative or edgy? Or do you want to convey a sense that your brand is serious and trustworthy? Should your font be serif or sans serif? These are important decisions and ones that you will have to live with for a long time. Different colours and fonts have different characteristics so make sure your typography reflects the message you wish to promote.
In some cases, the use of a symbol or icon can help to enhance a logo’s design. For example, if you are opening a new restaurant, a chef’s hat symbol or icon could convey what you do quickly and effectively to your target audience. Use symbols or icons with care though. You may find that you get tired of them quickly!
Your new logo will likely end up being used in a variety of formats - online, print - it may even end up on TV... You need to ensure that the original artwork is produced as a high-quality vector graphic that can be used in any format you wish. Most logos are designed using software such as Adobe Illustrator. If your logo is produced using a service such as a logo maker it will be high resolution. If you use a designer or design company, they will also provide you with the artwork as a high-resolution graphic.
Another advantage of your logo being a high-resolution vector graphic is that it will be editable. Depending on where and how the logo is being used, you may wish to edit it - for example, you might want to make it black and white for a specific purpose. An editable logo keeps your options open.
Your logo is the visual identity of your business so it needs to have plenty of visual impacts. Keep it simple and keep it unique.
Your background should be simple and not detract from the logo. In most instances, a simple white background or plain colour background will work best.
We hope these pointers are useful. Your logo is important - it’s your visual calling card. Don’t rush your logo design. Hopefully, it will be with you for a long time so make sure it conveys exactly the message you want to get across to your customers and potential customers.
by Ahsan Arshad | 25 Jan 22
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