When creating a logo, it’s imperative to design for its intended use. Specific elements and factors you select will impact your audience engagement and how you stand out among the competition. The tips in this article will help you keep your focus on functionality and boost brand identity recall.
You’ve spent hours on your business plan for your marketing campaign, and it’s finally the evening of the big launch. Whether you’re starting an e-commerce store or a brick-and-mortar business, hopefully, you remembered to invest time on one seemingly small but critical aspect: your logo.
Is it an overstatement to say this could be your key to success? Not quite. You only have to look at iconic symbols to realize their power:
- Apple’s iconic logo of the same name
- The sentiment a country’s flag evokes
- The red and white of Coca-Cola
Imagery has power and can be the difference between a forgettable and unforgettable brand.
How do you improve traction for your brand through logo design? Logo tips like these will put you on the right track.
Start With Your Competition
Doing your own research is an intuitive step, but taking a glance at your competitors can also teach you the right techniques to use for logo design.
If many companies in your industry use a certain color, chances are they all found similar results via market research about how it connects to target consumers.
Analyzing your competitors’ habits will teach you a lot about what works when trying to relate to an audience. Instead of trying to reinvent the wheel, why not apply those same tactics? Unless you can guarantee a unique approach will work, it’s best to play it safe.
Study Your Audience
Your audience should never be left out of the design process; after all, it’s all about them. Take the time to answer these questions:
- Does your audience respond better to abstract imagery or a detailed design?
- Will they understand the language or jargon you use?
- Are there colors they intuitively respond to?
Test your ideas using online polls or by simply asking current customers which design they prefer. As long as the characteristics of a survey group align with your wider target audience, this real-life feedback is your best source of topical information.
Don’t try to design a universal logo that will work for everyone. In marketing, catering to a niche is essential.
Attracting the right type of customers starts with your logo. Find out what your target audience wants, and deliver via a specifically tailored logo design.
Understand the Brand
Once you’ve identified your target user base, use a strategic logo as a simple way to communicate your brand.
This task might sound difficult, but you’d be surprised at how much a picture can convey:
- Water droplets communicate new life
- Neat lines represent professionalism
- A face or figure (even just the outlines) show potential consumers you’re relatable and friendly
Instead of just doing what works for others, consider your company’s primary values and ideology. A logo must suit your style since you’ll use it on all future merchandise, signage, and more.
What message do you want to send? If you want to be respected by top business leaders, a funny design may not be ideal, even if it demands attention.
When in doubt, consult with a branding expert about how your values can be incorporated into your logo.
Understanding Logo Dynamics
When you discuss your logo with your graphic design expert, make sure you understand the components of this marketing tool and the types often used. Here are the four main categories:
- Wordmark: This incorporates text in a certain typeface, giving you the advantage of communicating your name.
- Lettermark: Also using text, this approach uses letters to represent a name, such as your initials. Note that it’s more effective if you’re already well known.
- Iconic design: This combines other types into one logo, helping you communicate more than simply stating a name.
- Brandmark: Here you use an image, often abstract in nature. Ideally, it should relate to business characteristics or services you provide.
Each type has its own benefits; it’s up to you to decide which approach will help your brand the most.
Remember: This process isn’t only about finding a funky logo you’ll enjoy looking at. This must help your brand grow from here on forward.
Think Ahead—Is Your Logo Flexible?
An excellent question to consider is how your logo can help or hinder brand growth. Will it really work on all your merchandise? A good logo should be easy to apply everywhere you need it.
Think of America’s "Stars and Stripes." The lines and images it contains don’t have to be used in the exact form of the US flag to be recognizable.
Using the American flag even in part or reconstructed into another shape will still remind viewers of the country.
Your goal should be to find a logo design you can alter slightly when necessary without confusing your audience about which brand they’re really supporting.
The importance of continuity in your logo is just one of many reasons why simpler is often better.
Recognize the Importance of Color
An excellent way to assure your clients they’re looking at their favorite company’s logo is to always use a consistent color scheme.
If your marketing campaign is imprinted sufficiently on your audience’s mind, your brand logo will immediately be recognizable.
No matter where a customer sees that same specific hue, they’ll think it’s your business. McDonald's mix of bright yellow and red is an excellent example of this phenomenon.
Take care to avoid simply picking your favorite color for your brand. Colors communicate implicit messages in the same way images do.
Here are a few examples of how colors function is specific scenarios:
Certain colors will attract certain individuals. Despite the fight for equal rights, pink is still seen as a color for women and using it on men’s products could be off-putting to masculine individuals.
Colors convey emotions and information based on how they’ve been used for centuries. For example:
- Purple has historically been considered the color of royalty and represents luxury.
- Red symbolizes importance, power, and danger; it can spark respect in a visiting client.
- Orange often relates to danger, hence the frequent use by security companies.
- Green is the color of growth, abundance, and life.
Think about the tone you want to convey and the color that would enhance this message. Use a test group to ensure you relate to the right type of audience.
A Strong Logo Will Reinforce and Promote Your Brand
You may think famous logos came from business owners doodling during meetings, but that’s simply not the case. Intense planning combined with a little luck is key to getting it just right so you can drive your brand into the future.
The amount of revenue a logo can generate justifies spending a little more time on it than you might have originally planned. Investing in your logo is investing in your company’s future.