Most people think that logos are purely esthetic symbols that embellish the product or service, and serve to differentiate a brand and achieve recognition in front of competitors. Well, that's partially true, but we have to mention that a logo comprises a set of values, emotions and benefits that customers receive and perceive.
A logo is one of the key aspects to promote your company since it will give you a guide for building your brand. We process visual elements 60,000 times faster than words, so having a logo will make your marketing easier (Entrepreneur).
How to make the best logos in graphic design?
Do some research to see which logo designs catch your eye. What do your competitor's logo designs look like? Find the minimum of elements and get simple designs, the more distractions you have, the fewer chances you have of getting a memorable logo.
What brands inspire you?
What brands attract your attention? Are there brands that you don't like? Providing an example can help you structure the process and create options that work best for you.
Although there is nothing wrong with taking inspiration from other designers, the key is not to copy. Drawing inspiration from the work of others is a form of learning. Get an idea of the logos of the business field you want to delve into and find out why certain logos are successful in certain industries. What makes these logos successful? Why do they work? why don't they work? Companies spend millions of dollars modernizing old logos in an attempt to keep up with trends, but not all logos and brand campaigns are successful, learn what not to do.
What is the average age of your target customer base?
If you know your audience, you’ll make the correct logo for your brand. That is, you must interpret the style, tastes and expectations of your audience. It is important to determine who your demographic target is. Every business has a demographic of ages that they are trying to reach (even if they don't say so publicly). For example, Apple focuses on young people, while Rolls-Royce focuses on an older audience. Understanding this will give you a better idea of what style to wear.
A logo is, to some extent, a true extension of the brand. Therefore, it’s important to ensure that the logo can seamlessly represent the tone and voice of your business, its mission and its vision.
What about fonts?
When choosing a font to use for the text (the name and the slogan), you must see that it is consistent with the style of the company. For example, complex cursive, script and/or embellished fonts don't work well for companies that want to convey a sense of simplicity.
If you've noticed, brands like Calvin Klein, Dockers, Kenneth Cole, etc. They use a straight-line typeface. There are exceptions, obviously. But in general, you must ensure that the font you choose "matches" with the product or service you sell.
Still not convinced? Read on and learn the benefits of having a great logo.
- Brand recognition. The logo is one of the first things that people notice about a brand. They say that a picture is worth a thousand words and they are right. Having a strong logo will help people keep your brand in mind. An eye-catching and memorable logo will make you stand out from the competition. Finally, to show you how important logos are, just a logo may produce an 80% increase in brand recognition.
- Professionalism. Having your own logo influences how customers see you. People associate logos with being an established business, and if you don't have one, your customers may think that you just started your business.
- Show your personality. You can show the personality of your company by having a logo. This makes your business more attractive to your audience. For example, using unique designs and bright colors show originality.
- Highlight your brand. No matter how good your products or services are, if you don't stand out from the competition, you will never have the success you deserve. A good logo will attract attention, and help you stand out.
- Deliver a message. A great logo helps your customers recognize your brand, giving them an indication of what your business is all about. Whether you're using abstract logos or traditional designs, it helps clients understand the values and personality of your brand.
- Help your marketing strategy. A logo plays a key role in promoting your company. Brands make themselves visible by displaying their logos in different ways. Think about it, how many brands would you recognize without a logo?
- Congruence. Keeping your message consistently is important if you want to increase your brand's reputation. Studies show that being consistent across all media platforms can increase your earnings by up to 23%. (Smaalbizgenious). So, make sure you have a well-planned, high-quality logo. This will communicate authenticity and trust in your brand.
- Internet presence. It's easier to establish a strong online presence with a distinctive logo. No matter how innovative and creative your website design is, it is your logo that will make your site stand out from the competition. It is your logo that will make it yours. You only have a few seconds to capture people's interest, so a striking logo is necessary to attract them. Adding your logo to your email signature will also help you to give your brand more exposure.
- Build loyalty. As your business expands, your logo becomes more and more recognizable. More people will know who you are and what you do. This will create the perception that you are approachable and trustworthy as a business. Think of well-known brands. If you take the time to build loyalty through your logo, brand loyalty is sure to be your reward. Once your customers like your company and what you can offer to them, they will keep looking for you. Your logo will be the first thing they look for.
Principles of good logos
Creating the perfect logo is a tricky task. A logo must show your individuality and it's like a portrait. There is a lot to put in such a small space! In any case, we will give you some tips and tricks to keep in mind.
1. Memorable logo
It must be memorable. A successful and effective logo stays in the customer's mind. It is a kind of identity sign. If customers see your logo, they should quickly recognize that it is your brand, and for a logo to be memorable, it must convey the correct message.
Simplicity is key. The simpler the logo, the more recognizable it is. Think of a logo: What is the first logo that you imagine? If you're like me, Apple or Nike will come to mind. A complex logo is difficult to remember and difficult to recognize. We live in an age where simplicity is taking over, a simple logo is memorable. Less is more for designing logos.
2. Versatile logo
A versatile logo means it is able to adapt to any size, format and platform without losing quality. For this reason, logos are better in vector format, so they are scalable to any size.
Before thinking about design, consider where you will display the logo and its use: business cards, packaging, labels, welcome banners, digital media, etc.
In addition, our brains like balance. Consider all design elements from lines to colors to have the same weight throughout. Something that is tall, thicker, or shinier on one side can throw off the balance of the overall design. Logos tend to have multiple elements but each element plays a role in the overall composition of your design.
3. Distinctive logo
It is a challenge to make a simple and different logo. When creating a new logo design, it’s often difficult to find originality because having so many brands worldwide, it turns out to be difficult to find the right icon to define your ideas and values. Therefore, you must find your own personality seeking to convey what the company is, its values and its objectives. A good brand will avoid being generic and will seek to be as original and innovative as possible.
Look at your competition's brand and logo designs. Discover the shapes and colors that they use. It is important to consult with your designer too. After all, what you have to do is make a difference.
4. Timeless logo
A logo shouldn’t follow fashion. The concept of fashion says that it has relevance, use and novelty for a certain time. When creating a logo, you should focus on making it last because, otherwise, your logo will become obsolete and it will need a brand redesign soon. A logo reveals a lot about the organization or person it symbolizes. The key to a great logo, above all, is knowing what we need to represent ourselves at a basic level. A logo is a signature. Make it look good, but most importantly, make it feel authentic.
How to create your business logo?
Logos with distorted shapes don't capture the positive qualities of your business. If you want your logo to impress your clients, it’s crucial that you use the right tools and files.
Logo builders or vector editors are your best options for designing a strong logo. You can find both types of software in free and paid versions with a variety of features. Logo creators or logo builders are websites or applications created by third-party services. They offer fonts, shapes, textures, and clip art, which are typically designed specifically for common industries. Many even offer complete templates that you can customize to fit your brand.
Adobe illustrator. Illustrator is a professional paid software to create and edit vectors and freestyle drawing. You can edit existing shapes to create a new design or switch to a pen tool to draw more complex shapes. Illustrator is the industry standard for designers, so expect a steeper learning curve with this advanced software.
CorelDRAW. CorelDRAW is another paid free-style drawing program that helps you capture the subtleties of handwriting. The program is useful for designing an abstract logo that is not made of basic shapes.
Logos are not up in the air!
Finally, if you don't trust your instincts when designing your logo, do some market research. You can do this research through the internet and on social networks, or simply by asking people. The point is not to assume that your logo is great.
Although a branding process goes beyond choosing a name and logo; An ideal brand image based its decision on the audience you want to reach, the rational (tangible) and emotional (intangible) benefits that the audience will receive. The name, logo and other components of the brand identity must come as a consequence of that chosen DNA.
Ready to start creating your brand image? We helped tons of businesses create memorable, distinctive, and timeless identities. Give us a shout. You won’t regret it!