Brand Recognition: Tips To Designing The Perfect Logo
Sometimes you see a logo and think it looks so simple that you wonder why a company paid huge chunks of money for a graphic designer to create it. That’s the point, though. Logos and designs are supposed to appear effortless and clean.
So, how do you create a company logo that will look just as easy and fit on billboards, advertisements, and signs? It’s simple. You use originality, brand history, color, and name.
The idea is to create something that someone hasn’t felt like they’ve seen before, but that doesn’t mean you create something so abstract that no one wants to see it. Originality comes from the fonts you use. A good logo will use a font that resembles your business, but can’t be replicated by simply choosing a font from any word processing software or graphic design package.
Imagine that you own a coffee company. What’s the history of your company? Is it new or old? Is it family owned, or part of another business? Does it appeal to a specific crowd?
Answers to those questions are important. They’ll be what guide your design. If your company has been around a few decades, and is an independent and family owned operation, you might consider a single logo in the middle of a colored rectangle. It’ll give your logo an independent feel. If you sell artisan coffees, you’ll want a sign that looks detailed, but not overdone.
You can’t underscore the importance of color. They present feelings and emotions. There’s a reason why companies trying to promote themselves as earth-friendly or green use the color green. It promotes an organic feel. Here is a quick — albeit incomplete — breakdown of colors and the emotions they evoke.
- Red: energetic, sexy, bold
- Orange: creative, friendly, youthful
- Yellow: sunny, inventive, optimism
- Green: growth, organic, instructional
- Blue: professional, medical, tranquil, trustworthy
- Purple: spiritual, wise, evocative
- Black: credible and powerful
- White: simple, clean, pure
- Pink: fun and flirty
- Brown: rural, historical, steady
If your current logo contains colors that don’t offer those feelings and emotions, and it doesn’t already have a strong standing with your business and customers, you might consider a logo redesign.
Your name has a two-part affect on your logo. First, if you’re creating a logo for the first time, no one’s going to recognize the logo alone. Second, if everything goes right, your logo will begin to represent your company name. A good place to start might be to use a logo that includes your name in it.
If your company has a long name, this might be hard to conceptualize. However, if you consult a graphic design team from a local business, such as Signs In One Day, they can probably come up with a design that will leave you wondering why you never started there in the first place.