Anyone who’s ventured into the business world would agree that it takes a great deal of time, energy, and effort to build something successful. Creating a company logo is something that’s part of this process, and a fair amount of time needs to be dedicated to this because, for the most part, your logo is often the very first glimpse of your company to those looking from the outside. So, essentially, you’re creating a first impression, and thus, it should be a lasting one.
Iconic brands can be recognized by their logo. And this is true for many different sectors, from sports brands, and food chains to quality online casinos – you name it!
1. Embrace Simplicity
When designing a company logo, it’s a good idea to start by following the five golden principles of design: The first is Simplicity.
The most important principle in design is simplicity. For a logo to be impactful, it should be instantly recognizable without distractions. You want a logo to evoke the brand itself, rather than only the company.
Take the iconic Apple logo as a prime example; simple, yet synonymous with its brand. You can probably picture it now: A black apple with a bite taken out of it. Compare this to its 1976 predecessor, a detailed etching of Isaac Newton sitting beneath an apple tree, which was complex and less identifiable. Most people haven’t seen it, or if they did would not associate it with Apple computers at all despite the letter on a ribbon surrounding the whole logo stating “Apple Computer Co.” It’s far too busy and doesn’t serve its purpose as a signature for the company. Simplifying a design can take it from obscurity to globally recognized.
2. Think Versatile
Logos do a lot of heavy lifting and are used for many different purposes. To that end, they need to be versatile. If a logo only works in a single application or space, it’s not doing its job.
A logo’s efficacy is determined by its adaptability. Whether imprinted on a pen, displayed on an office door, splashed across a billboard, or illustrated by drones in the sky, it should maintain its essence. Convert your logo to black and white to test its versatility. Logos that are reliant on intricate colors or detailed imagery may lose their punch when downscaled or converted.
3. Timelessness Is Key
A timeless logo is one that doesn’t rely on trends and can stand the test of time. Even as a company changes and evolves, the logo is continually recognizable to consumers over the course of the brand’s evolution. Think of Nike’s Swoosh or McDonald’s golden arches: they’ve remained consistent over the years, allowing consumers to instantly recognize a brand.
On the other hand, Pepsi’s frequent logo changes show that even major brands can struggle with this design concept. While Pepsi is a large corporation that can handle logo changes due to its large market share, there’s a reason why Coke is one of the most recognizable brands in the world, and Pepsi is not.
4. Remember Your Target Audience
A logo should reflect its target audience. A fun and playful design might not be right for a funeral home, just like a black-and-white color palette might miss the mark for a kid’s brand. The bottom line is that your logo should feel like “you” and really click with your audience when they see it.
Tailoring your logo to your audience while keeping your brand and services offered in mind is key to creating a good logo that resonates with your potential clients.
5. Make it Memorable
The simplest logos are usually the ones that stick in our minds. Think of a design that even a kid could doodle in their notebook. It’s those easy-to-grasp images combined with the right words that really make the biggest impact and leave the most lasting impressions.
6. Don’t Forget: Color Matters!
Colors play a big role in how we feel and can trigger different emotions. Red may stir up passion, blue is calming, yellow has a happy vibe, and green suggests growth. It’s no accident that many major brands sport red and yellow, while industries like healthcare favor blues and greens. When choosing colors it’s important to be mindful that they are clear for everyone, especially considering some people have color blindness.
7. Dare to be Different
While many brands go for simple logos, thinking outside the box can give your brand an edge. Take Amazon, for example, whose smile logo brings to mind a happy smiling face as well as an arrow that helped with their earlier slogan “from here to there”. Or the FedEx logo, which also has a hidden dual meaning with an arrow hidden in the logo. The company even managed to keep the arrow when redesigning the FedEx logo in other languages. You don’t have to use a gimmick or put an arrow in your logo, but a touch of innovative dual-purpose design can really help to set your brand apart from the rest.