How to Design the Ideal Logo? Your company’s logo represents more than just a sign or a company advertising image. That’s why it’s important to understand that it also should represent the nature of your company and your company’s philosophy. This might seem like a tall order – and it is. That’s why big businesses pay so much for a logo that they’ll use to tag their merchandise. However, not all businesses can afford to hire a team of professionals to propose and evaluate potential logos for their organizations. So, in this article, I want to provide some helpful tips as to how to create a logo that will be successful when it comes to branding you and your company in the marketplace.
Determine your logo’s function
This might seem to be an odd question to ask. Doesn’t a logo just put an image on your business for advertising purposes? Well…yes and no. Sure, your logo will designate your company as a separate entity, not to be confused with your competitors. But, more than that, your logo will:
- Create trust in your product with a solid, dependable image. This way, your logo will represent an expected consistent quality in every product that you place it on. It’s an image that will resonate with your current and, hopefully, future customers.
- Create psychological recognition in ways that most people may not fully understand. For example, if you saw the “McDonalds” logo in a foreign country, what would it mean to you? Wouldn’t you expect to find something very similar to the fast food restaurant located in your hometown? Would it make you feel more relaxed and “at home”?
- Generate product status with a highly effective, yet simplistic, and imaginative logo.
Consider your target market
You will want to carefully consider your target market and design a company logo that will appeal to those individuals. For example, a bright and airy color scheme might work for your local flower shop, but certainly not for a major law firm. The colors that you would choose for a children’s party-planning company logo might look odd for a martial arts studio. You may want to do a bit of research regarding how the human mind perceives color and what emotions are associated with each color.
Should you have your company’s name on your logo?
This is an interesting question, since it’s not always a “given” as to the wisdom of placing your company’s name on your logo. For example, you wouldn’t want to use a generic-sounding name on your logo. In addition, suppose you will be using your logo in various sizes? Would that name be easy to see, in your logo’s smallest form? You don’t want your company’s name to appear as a tiny, blurred line on your product.
Keep things consistent
Let’s say that you have already chosen a color and shape scheme for your company’s stationery and/or its advertising (and possibly its products). Then you most definitely want to have a logo that’s designed with that same color and shape scheme. Consistent colors and shapes in your company’s logo, other advertising and various additional materials will serve to generate trust with your customers. Eventually, this will actually develop a subconscious product association with those colors and shapes (how about red, yellow and arches for McDonalds?). It’s interesting to note that even in movies and TV, in which a product’s name has been hidden, how easy it can be to identify a product brand. For example, a can of soda with the name “Pepsi” removed can still be identified by its color scheme and the shapes that are pictured on the can.
There are many other factors that go into a good logo design. This is why logos are better off designed by professionals. However, these suggestions can be used in two ways. The first is to give you an idea of how to evaluate a professionally designed logo. The second is to assist you in creating your own logo, if you are working with a limited budget. The biggest thing is simplicity – think “Nike”.