When looking at a logo, you might think that many of the design choices were made quickly.
However, there is a lot of brainstorming and planning involved in the creation of a logo. Logos are a visual representation of the meaning behind a company, and they are an integral part of a brand.
By communicating the missions and values that a company was founded on, logos help audiences form a connection between a logo and the purpose of the company it represents.
When a potential customer interacts with your brand, they immediately see your logo first on an advertisement, a billboard, or a storefront. This means that your logo has to convey a positive message that resonates with the target audience or else you might be losing potential customers to the competition.
When designing a logo, there are three golden rules that create a recipe for success. To make sure you follow them, you should ask these three questions.
Is it appropriate?
Because a logo is an identifiable symbol that should represent what your brand stands for, the logo needs to be appropriate and relevant to your brand.
If you are designing a logo for a restaurant, try to incorporate the color red. According to Ashley Howell, red is the most appetizing flavor. Red psychologically is associated with energy and activity and designers use this tactic to entice customers to eat at their restaurant.
Consider what you want your brand to stand for and how you want to present your brand to your audience. Once you narrow down a few key characteristics you want to communicate through your brand, you can use these elements to create a logo that fits your style.
Your logo should also demonstrate the core values that your business was founded on. While it is not necessary to be a master of graphic design to create a successful logo, it does help to have some knowledge of which design elements can accentuate your brand.
It might be helpful to research the meaning behind popular logo colors or symbols to understand why they are used. You can choose colors and symbols to reflect the qualities you want to communicate through your logo. Doing so before you begin the design process will guide you in the right direction and eliminate the surplus of choices that are available to you.
Is it simple?
Creating a simple logo will allow your brand to receive as much exposure as possible because it is much easier to reproduce. Size can often be overlooked when it comes to logos, but it is important to identify where your logo will go and consider how these locations could expand in the future. Logos should be included on all merchandise, products, and advertisements. This means that a logo has to have the ability to fit on a pen and a billboard while keeping a consistent look.
Is it distinct?
When you think of a logo, there are most likely some specific and successful logos that come to mind. McDonald’s and Apple are some of the most recognizable brands worldwide and a distinct logo contributes to part of their massive success. McDonald’s iconic golden arches and Apple’s signature apple shape are so unique that these symbols are able to connect with audiences across the globe.
A logo should combine colors, symbols, and fonts in a unique way to create a distinctive logo. An ideal logo is one that is hard to imitate or recreate.
What not to do
Here are some common logo design mistakes you should try to avoid.
Making the typeface too thin - It might be easy to read a skinny font at a large size, but the type could become illegible when it’s reduced to a smaller size. Choosing a font that is clear and easy to read at all sizes will ensure a well-rounded logo.
Choosing an inappropriate font - A logo is a visual representation of your brand which means that every element of the logo needs to directly relate to the brand. If you choose a font that looks unprofessional or seems disconnected from the message you're trying to send, you could cause consumers to overlook your brand.
Including graphic design trends - These are good to include in advertisements or other promotional material that only lasts for a short period of time. A good logo outlasts trends and fads which means that you should use a classic design for your logo.
Overcomplicating the design - Simple design will always convey a clear message to the audience. Logos that are too busy or have too many colors involved can be overwhelming to the reader.