In the previous blog we talked about how a logo can shape the way your brand is perceived by your audience. Since the logo will be present on all your deliverables, irrespective of whether they exist online or offline, it has a great impact on your clients.
Certainly, we are not saying that your logo is your brand or that your company can’t work without a logo but it is so much better if you do. A logo is a mark of identity. It has a bigger chance of staying in your client’s conscious mind than even the company’s name.
So set out your company logo right in the beginning. We would recommend that you hire an expert for the job since... well, since they are experts, obviously, and you would get your money’s worth but if you don’t have the budget, don’t fret! You can also do it in your own!
Just go through the steps below and find the design that turns your business into a brand.
Step 1: Delineate your brand identity
Your logo should be able to communicate your brand voice. It is a visual representation of your brand’s personality and, thus, should be able to depict a clear idea of what your brand stands for at its core.
A good tip here is to back to the basics and question why you started the company in the first place, what value you thought you could provide to your customers, and what, in short, is your USP. A few more questions you can ask if you need a clearer picture are:
- Why do we do what we do?
- Who are our competitors?
- What makes us better than them?
- What are the three words that describe our brand voice?
- How do we want our customers to see us?
Defining a few parameters beforehand will help you in the design choices you make ahead and so ensure that your logo is not just consistent with but also complements your brand identity.
Step 2: Choose a logo type
There are various logo types that you can choose from according to what you believe to be the closest to an accurate representation of your company. We suggest choosing a logo type that is both aesthetically pleasing as well as appropriate from your brand identity. Do not trade in looks for suitability and vice versa.
Here are the types you can choose from:
As the name suggests, lettermark logos include a representation of your company’s initials. These logos are especially useful if your company’s name is too long to remember. Consider brands like H&M, BBC, HP or UPS. However, if you want your logo to represent what your business is about, don’t make these your first option.
Your company name in the logo – Google, ebay, Lenovo, Coca Cola are a few examples of this type. When it comes to wordmark logos, typography is everything. After all, if you are going to put a name without design, you need to find a way to make it stand out.
A pictorial depiction of your brand, symbols utilise iconographic images that almost completely embody the name of your brand. A case in point are the logos of, yep you guessed it, Apple, Dove, Twitter or Target. Te key to creating a symbol logo is to ensure that what you choose has a direct and distinctive connection to your brand.
Geometric forms that seemingly have no relation to your brand but are represented of an abstract idea or the core the concepts of what you stand for. They convey a unique mood or feeling which is aroused specifically when customers use your products. A stand out example would be Nike’s Swoosh logo, others are Pepsi or Spotify.
These are usually a combination of wordmark and abstract/ symbol logos. These can look like badges, seals or crests. The Rockwell Lighthouse emblem is a perfect example of how these traditional shapes can give you a solid old-school and classic appearance. Also take a look at Harley Davidson, for inspiration.
Step 3: Choose colors
Colors are a central part of your logo, it can change the personality and the meaning of your logo within a second. So make sure that the colors you use are in complete uniformity with the service you supply.
Choose greens for fresh, environment friendly, modern services and blue for products meant to provide ease and comfort. For exciting and lively services, choose brighter colors like orange, yellow or red.
An advice before you start designing – read color theory. You don’t have to learn it by heart, but just get a basic idea of what colors stand for and the specific responses they have the power to induce. It will enhance your logo by a wide, wide margin.
Step 4: Pick typography
Getting closer to the finished logo, the last thig you will eed to figure out is the font. Note how emblematic fonts have become for particular brands. Can you think of Ford without the magnificent curves of that initial F? Or Mcdonalds without its trademark peaks?
Choose a font that embodies the personality of your brand. Professional services like finance and medicine usually go for serif fonts that give them an aura of trust and responsibility. Food products and groceries on the other hand can go for Sans serif fonts which make them look accessible, fun and casual.
Then there are other options to consider, such as script fonts which use handwriting or calligraphy and display fonts which are almost pictorial in looks.
Depending on the vibe you want to ace for your brand, you can choose any of these.
Step 5: Review
I cannot stress this enough. Review. Ask for opinions from unbiased sources, you can get on forums to seek feedback for this or do a small customer survey. Believe me, you will only gain from putting in effort on this step.
Once you are done, make the tweaks you need and tada! Your logo is good to go. Put it on every surface related your brand and leave a mark that’s hard to forget.