A logo serves many purposes. It is never just about looking good. It sends a lot of messages so you need to look at it not only from an esthetic point of view, but also from a practical and psychological. It can tell a lot to a customer regarding your values, reputation, personality etc. This makes logo design a lot more difficult, but here are the main elements of a logo that have a big influence on its final meaning.
Colours are very important to the meaning of a logo. Each colour can convey a different emotion. For example, bold colours are used to express strong emotions, which make them ideal for logo for children’s products. On the other hand, pastel colours offer a bit of subtlety. However, using only pastel colours for the whole logo would simply mute the emotion so it is generally recommended that bold and pastel colours are mixed together for optimal results. For instance, blending bold and pastel green colours will indicate freshness or nature, while different blue shades can give off a feeling of tranquility.
If you want to express a powerful emotion, you could also use a single primary colour, but this needs to be done carefully so as not to have the design look amateurish. A lot of businesses avoid using colours that are too striking because it does not look very professional so they often go with somber colours such as grey. It is very important to take your target audience into account when deciding on the colours for your logo.
This is just as important as choosing the right colour. It is especially important in logo designs that feature a lot of text. Each font can convey a different meaning. A serif font such as Times New Roman evokes tradition while sans serif fonts such as Arial give off a modern vibe. Whatever the font you select is, make sure that it is not too intricate as this would make it harder to read and the logo starts to lose legibility.
You will also want to consider the case of the letters. Lowercase letters are more informal, more down to earth, while starting with an uppercase letter conveys authority and professionalism. It would be a mistake to use only uppercase letters, though, as this is usually regarded as shouting and can seem too aggressive. Lastly, the words themselves that you use will also be important, not necessarily for the logo design, but for marketing and SEO purposes.
You would think that the graphics play a huge role in what the logo says about you, but they are actually not as important as the colours and fonts. The lines you use in your graphics are actually the most significant: soft lines with curves that flow suggest a relaxed and gentle vibe that is often used for businesses that sell personal products; in contrast, sharp lines are more powerful and authoritarian which can make the logo seem more professional, but also a bit harsher. It is absolutely vital for you to get plenty of feedback on the graphics so that they cannot be misinterpreted in ways you might have missed.
Before you start working on a logo, you first need to research the target audience thoroughly. This research should take precedence over your personal preferences. Just because you like something does not mean that it is suitable for your logo design.