The graphic design industry pulls in about 12 billion dollars per year. While that number took a hit in 2020, we’re seeing recovery take place which should get thousands of talented artists back to work.
Among the many things that graphic artists cook up for clients, logo design seems to be a constant theme among the work that gets ordered. Why? Because logos are important!
A quality logo makes up part of the foundation that multi-million dollar companies are built on. Logos affect buying behavior, recallability, and much more.
If you’d like to mine all of that value out of the logo you design or get designed, keep reading. Below, our team breaks down how to design a logo that’s amazing by leaning on a handful of foundational logo tenants.
Brevity is a tell-tale sign of wit. And certainly, logos need to communicate a level of subtle wittiness to make impressions on consumers.
Therein lies the importance of not overdoing a logo. It’s a regular mistake of many starting in logo design to add a litany of colors, shapes, and even text to their logos. That may achieve the aim of drawing an onlookers’ attention but leaving a lasting impression – we think not.
Think of the Nike swoosh. Think of the Coca-Cola logo, which is just white text on a red background. Both are renowned as being among the most successful logos in modern history, and neither leans on complicated conventions.
Sophisticated Use of Color
Color has meaning. While most people can’t describe color’s meaning expressly, many of us feel it.
Purple feels regal. Green elicits a love of nature. Red screams “alert”.
With color’s meanings in mind, think about the message you want to convey with your logo (more on that in a moment), and pick colors that best tell that story.
Your logo isn’t just going to live in the upper-left-hand corner of your website. If you’re successful, your logo will be printed on business cards, on letterheads, posters, and perhaps on billboards.
With all of those places your logo could go, can you say that your logo’s design will port over and still retain its excellence? Only you and your graphic design logo team can answer that question. We simply suggest making sure you take the time to consider it.
What’s the first thing you want your customers to think of when they see your logo? The answer to that question should be related to what you’re selling.
For example, we see the Nike swoosh and think “movement”—a perfect reaction for a sportswear brand.
If you’re selling food, your logo may not want to communicate a sense of movement. Maybe a sense of satisfaction or health would be better suited to catalyzing buying behavior.
Whatever it is you want your logo to say to consumers, pick that messaging. Don’t get caught in the trap of creating a logo that looks good and think looks are enough.
Can Be Recreated by Novices
Another foundational tenant of logo design, which touches on an earlier point we made regarding simplicity, is how easy your logo is to reproduce. Put simply, when you create a logo, ask yourself if someone could draw your logo freehand from memory.
If the answer to that question is no, you’re missing out on an opportunity.
A layman’s ability to reproduce your logo can tell you something about whether or not your logo is easily recalled. Again, the Nike swoosh is one that any able-bodied person can remember so well they could reproduce it with their eyes closed.
Aim for that level of recall/simplicity when designing your logo to get the most out of it.
Just because someone can recreate your logo doesn’t mean they should. To that end, if your logo looks almost interchangeable with other logos in the market, particularly in your market sector, go with a different logo.
The last thing you want is for, from the get-go, consumers confusing your brand for another one. That sort of brand confusion can cause long-term issues that even a rebranding effort won’t be able to fix.
Make sure the design you freehand or build in an animated logo maker has originality in its DNA. Make your logo unmistakably you.
Powered by Feedback and Revisions
No great logo is created with a single stroke of a pen. Logos that rise to the top are almost always byproducts of designs being fed back on, revised, and fed back on again.
Relish that process of doing and redoing. Know that every time you pick up your pen or mouse to take another pass at a logo, it’s going to get a little bit better.
If you walk away with one foundational bit of wisdom regarding logo design, let it be this – To error is human, to edit is divine.
We Wish You the Best With Your Logo Design
Our team has walked you through several logo design foundational elements that we’ve found serve as the basis for successful projects. As a graphic designer or a person that is hiring graphic designers, keep our tips in mind.
The more you recall our guidance and integrate it into your logo building project, the more likely you’ll walk away with a logo design that we’re confident will make you happy and will set your business apart.
The world is filled with company logo design tools, logo design app options, and limitless artistic perspectives. If you’re having trouble sorting through all of that, our team can help.
Continue exploring more of the logo and art posts on our blog and keep fulfilling your need to learn!