For small businesses, creating a logo is one of the most important stages of a company’s infancy. A professional image can take you a long way, distinguishing your company from the competition. Unfortunately, not everyone is a stellar graphics designer. Even if you choose to outsource your logo project, you’ll still need to provide a minimum level of guidance to the design firm.
Keep it Simple!This is one of the most important pieces of advice as it ties into almost all of the forthcoming tips. A complicated design will not only make your logo difficult to reproduce and maintain, but you will also fail to engage your audience. Your logo is the ultimate ‘elevator’ pitch to potential clients and business partners. You don’t have time to recite your entire business plan in an elevator pitch, and the same concept applies to corporate logo design.
Engage your AudienceA good logo should above everything entertain and engage your audience. Your design should not be so literal that the message is spelled out for them. They should be given the opportunity to discover the meaning and intention of your logo themselves. If people are able to discover the ‘trick,' or hidden symbolism of your logo, this will help to create a memorable and entertaining experience between you and your audience.
Logo Longevity – Think Ahead!The overall lifespan of a logo is worth considering. Although it’s impossible to see into the future, it is useful to picture your company 10-15 years down the road, and think about what kind of products and services it will offer, if any at all! Even the strongest of companies need to freshen up their logo every once in a while, but the changes will often be subtle in nature. Very seldom will they take on a radical re-design.
On the other hand, changing a design radically can have very adverse effects. The most talked about update right now is the new Buffalo Sabres logo.
- Although simplicity is one of the founding principals of logo design, some web-based companies have adopted more complicated logos that use gradients, 3d effects and even complicated mascot illustrations.
- Getting back to the first tip of simplicity, some of the most memorable and long-standing logos in history have been one color designs.