The logo is the face of your company and the image that people will use to recall what you do. Did you know that logos actually evoke feelings? Like any form of art or color the logo makes people feel a certain way whether that be anxious, happy, optimistic, or hungry. You want to make sure your logo is evoking a positive feeling in consumers.
Have you ever found yourself saying, "I recognize your face but don't remember your name"? Think of the logo as the face of your company. We scan things at an alarming pace leaving our brains with images and not the full story. By creating a logo that is simple in design and easy to distinguish from other brands, you ensure that your company won't get lost in the jumble of information. A superb logo should trigger a light bulb effect in people's psyche time and time again.
Your first inclination may be to try and "wow" people by adding an abundance of color and design elements. To avoid doing this, think about some of the biggest brands in the world. Look at the logos for Nike, McDonalds, and Apple. A solid colored swoosh, a distinctive initial, and perhaps the most basic of all, an Apple to fittingly distinguish Apple brands. To put it in perspective, in 1969 the average US grocery store carried about 7000 different products. Today US grocery stores average 70,000 products. With an endless selection of brands filling our day to day life we are blasted with color, signage, and constant messaging. Don't compete by trying to be the loudest. Stand out by simplifying your design- which is the real way to "wow" customers.
Ask yourself these 5 questions throughout your logo creation process to stay on course:
1.) Will this logo be just as recognizable if it is printed in black and white?
The answer to this question should always be yes. Don't let the color overpower the image. Create the symbol, initial, or words that you want to use for your logo first, then add color after you have it just right.
2.) Does this design properly represent the service or product I provide, what does it say?
If you are a massage therapist, a hammer would not be an adequate image and bold font that appears to be jumping of the page wouldn't convey relaxation. The logo needs to make sense. Once you choose an image ask yourself: what does this say?
3.) Is your logo scalable? Does it look good printed small and large?
Don't just pick a design that showcases well on a billboard or decal. It needs to look good on letterhead, business cards, and all other marketing collateral. Make sure the design will look consistent no matter where it is printed.
4.) Is the logo distinctive? Does it stand out from competitors and draw people in?
After all, you are trying to turn a profit and in order to do so you need to attract people to your brand. Simplicity, clean lines, and appealing use of color will help your logo stand above the competition.
5.) If it wasn't your company, would you remember the logo?
Take a step back, is it memorable? Be your toughest critic.
Related: Get a quote from top designers today.
An easy-to-remember logo with a great customer experience is the key to building brand loyalty.
(Image: via freedigitalphotos.net)