The Logo that you choose for your company will show a great deal about your business, and will often be one of the first impressions a consumer has of your product or service. A great business logo is an essential for every business, and companies who do not see it as a priority to get right may well suffer the consequences. A company may be offering an excellent service or product, however if the logo is offensive, confusing, or untidy the business may well not even be considered. For example, imagine if the logo for a fruit and vegetable shop was a picture of a cow, consumers may be a little confused and avoid it.
There are a few simple ways to ensure that your logo is right for your company, and conveys what you want it to about your brand. Here are six design principles which should help you to attract buyers and send them the right message.
1. Make It Stand Out
We see logos everywhere, everyday of our lives. We see these logos so much every day that there is now a board game to test our knowledge on them!
The logo you choose will be the face of your business, and will be advertising your product or service. Now you may have gone to great lengths to execute a marketing campaign, but how many people are going to remember what was involved? They probably won’t be able to name your latest promotion, but they will more than likely be able to remember your logo. If you want to stand out from the rest then you will need to make it something to remember.
2. Make it an Original
No one likes a copy cat, and it will not benefit you by being one. For example, there are many software and IT companies out there with a different variation of the on/off button on a computer. We’ve seen it all before, give us something new. It doesn’t make sense to rip off a competitor logo; your company needs to make its own mark on the world and not piggy back off other businesses.
There are many sites out in the big wide web which charge a fee in exchange for a few logo designs for your company. However, the fee you pay is so small that you will not be presented with original and creative designs; they will simply be borrowed from a designers own archive. This can get you sued and there is very little chance that you’ll receive an imaginative and original idea, so avoid this like the plague.
3. Make It Simple
Think of the most memorable logos, which ones pop into your mind? In mine are the Nike tick and the Mercedes Benz icon. What do they both have in common? They are both simple. A simple logo will stand out much more on the market place as it will be a contrast to everything else. Banner Ads look great when they are simple, have white space, and not loaded with information. Don’t be afraid to be minimalistic.
4. Make it Appropriate
Make sure that your logo is relevant to the audience you want to attract, and put aside what you like, to an extent. Don’t think too hard about using an icon which shows the product or service, the logo needs to simply identify the brand. Think about the Coca-Cola logo, it says nothing about it being a soft drink and Apple Macs have a simple apple sign and not a computer as a logo. In time, when your business is established, your logo will say enough about your company without you having to spell it out.
5. Make it Timeless
When it comes to your logo avoid trends. This may not be the case for other marketing activity but remember that stuff comes and goes, where as your logo is there to stay. Your logo needs to still be effective in many years to come, maybe with a few tweaks to the format to suit advances in technology but nothing more. Your logo needs to be built to last.
6. Make it Versatile
Your logo will not only be appearing on your website. You need to remember all the other places where your logo will go, and how it will display on different devices and backgrounds. If you have a particularly large logo then you may want to think about a way to display it as an icon on a business card, or on a favicon. Here are the ways in which your logo should adapt to suit different prints:
- Should be able to be printed in news print
- Can be printed in one color
- Color can be converted to RGB for the website
- Positive and negative version so it can be used on light and dark backgrounds
- Able to be used over another image
- Able to be used over a background which has texture
- A cut down version to be used as a favicon on the website tab
- Able to be enlarged or reduced without distortion
That is only to mention a few! There are many places where your logo may show and you need to be sure that it has been created in such a way that it can adapt.