Your logo design is the first thing people see when they learn about your company, and it can leave a lasting impression. Think about it. Your logo is on everything — your business cards, stationery, website, Facebook page, Twitter profile, ads, and anything else you can think of. It’s seen by customers, prospects, investors, suppliers, and even journalists, so it needs to pack a positive punch.
Fortunately, you can create a logo for your business that makes you look like a million bucks without actually paying a million bucks for a big design agency. The secrets of designing a fantastic logo that makes you look like a seasoned pro who outshines competitors apply to every logo design project, and the big design agencies know those rules. Keep reading and you’ll know them, too!
Logo design isn’t rocket science. Memorize the following rules and you’ll be on your way to creating a great company logo that truly represents your brand.
It must be unique (like you) and honest (like your company). Don’t copy your competitors and don’t try to be something you’re not in your logo design. Choose symbols and typeface that are related to your industry or your name. What is your business’ defining characteristic? What makes your business different from or better than your competitors? Choose logo elements that communicate those messages. You can do so literally by choosing a symbol that is closely representative of your product or service, or you can do so conceptually by selecting an abstract symbol for your logo (this is a popular approach for high-tech companies). The route you choose is up to you, but whichever path you take, make sure a clever design doesn’t overshadow a clear message.
Complex logos are recognized less often and more slowly than simple logos. When you design your logo, you need to consider how it will look in various applications. For example, use strong lines and letters which show up better at all sizes than thin elements.
The trick is to be interesting without being overdrawn. Think about some of the most iconic logos like the McDonald’s arches or the Nike swoosh. A simple element can pack the powerful punch you need.
If your logo looks terrible in black and white, then it’s not a good logo. It’s essential that your logo passes the one-color test and reproduces well in a single color. Printing multi-color logos is expensive, so even though that rainbow logo looks pretty, it will cost you in the long-run. Those are costs you can avoid by creating a logo that looks great in just one-color.
You never know where you might need to show your logo as your business grows. Therefore, your logo must reproduce clearly in all sizes. Whether it appears on billboards or business cards, it should always look crisp and perfect. Test your logo design in various sizes before you finalize it.
Does your logo look like it’s going to topple over? Is one element overpowering the rest? If so, it’s not artistically balanced. Your logo should be symmetric and appear balanced to the eye. Every element of your logo can affect its balance, so ensure colors, line density, and shapes work together to create a cohesive unit. There are DIY logo design site like ours that can help you with the design.
The most important thing to remember when you’re designing your logo is this — you need to love it. If your logo doesn’t pass your own aesthetic test, then it’s not likely to appeal to the wider consumer population. Choose a logo design that you’re going to be happy with for years to come, so you don’t have to redesign it and change everything you’ve produced over those years to the new logo. That’s an expense you can avoid if you follow the rules above and design a logo you love.
When your logo design is final, make sure you get it in two file formats — EPS (JPG and GIF (for your website and other online needs). Both of these file formats need to come in 72 DPI and 300 DPI.
Now, it’s time to start using your logo everywhere and anywhere! Just make sure you never alter your logo. Resize it proportionally and stick with your original logo color palette to ensure your audience always sees a consistent representation of your brand through your logo.
Even if you decide to hire a designer to help you create your logo, you should commit the secrets revealed above to memory and make sure the designer adheres to them. It’s better to be educated and ensure your own success (even when it comes to logo design) than it is to rely on the hope that the person you hire really does know what he’s doing.
