5 Tips for an Amazing Logo
A logo wields tremendous power for a small business. It is often the first point of contact for potential customers and communicates so much without any descriptive language. To ensure your business is crafting a logo that will last, integrate these five tips into your design process. The upfront work is worth the investment when your logo becomes your brand beacon and goes the distance with your business’s growth.
Convey a specific message
Before you begin designing anything, you must be clear about your logo’s intended message. What your logo says to the world is integral to your small business success. Most frequently, a business logo is tied to the business’s mission statement or brand promise. Refine this statement as much as possible so that your logo can convey the specific missive, and evoke the desired emotions from viewers.
The ultimate goal of a logo is to develop familiarity and instant recognition. A clear statement will guide your design so that it generates every emotion and sentiment you want from a logo.
Be memorable and unique
No truer words have been spoken when you’re considering a business logo. The market is saturated with competition. The only way to stand out to be unique, and distinct enough that people remember it. It should come as no surprise that Chanel’s logo epitomizes being memorable and unique. The logo, established in 1925 , is easily identifiable and expresses the brand’s promise and sentiments through its powerful design.
How do you begin differentiating your logo from the competition? Start with your target audience demographics. Be sensitive to their cultural norms and preferences. Be mindful of images, symbols, and words that are overly used for this group, and think outside the box. You can find ways to engage your audience without being repetitive.
However, as a business matures, it broadens its target audience, so your logo should not be too focused on your current target group. Consider their preferences, but in the end, the logo needs to be able to stand alone across various demographics and still make the desired impact.
Be visually balanced
We’ve discussed the importance of white space on a website, and your logo is no different. Your logo must give the viewer mental space to digest the message and image. If it’s too busy or crowded, your message gets lost and your business is forgotten.
This does not mean you must include white space in your logo, but employ design proportion principles so that your logo remains balanced and aesthetically pleasing. Properly spacing and orientation go a long way in conveying your message and delivering a logo that lasts. FedEx’s logo is a prime example of a balanced logo. It is not symmetrical, but the font and color choices balance each other and create a powerful image (and, there’s a hidden arrow between the E and the x to reinforce their brand promise!).
Make it versatile
Your business logo goes on everything: business cards, websites, flyers, social media profiles, banners; the list goes on and on. To craft a logo that fits each situation, ensure it is versatile. In this context, versatile means its size can be adjusted without compromising readability and resolution.
This takes a bit of trial and error, but to get started, make a list of the marketing materials your business is likely to produce. Once you have the list, research each product’s dimensions and pixel ratios. This way, you can build those dimensions into your logo testing.
Keep it simple
When you begin the design process for a logo, it’s exciting and a million ideas run through your mind. Before you commit to anything, remember that simplicity reigns supreme in the logo world. Overly complicated designs or chaotic graphics deter people rather than engage them.
A simple, but beautifully designed logo can be the ticket to branding success, and doesn’t require too much design savvy. In order to strike the right balance with your brand promise and target audience, choose fonts, color palettes, and imagery that are timeless, but have a modern element. Anything too trendy will quickly fade out of style and date your design. Stay true to your small business mission, and you’ll stay on track during the logo design process.
Written: Julie Chomiak