The Golden Arches. The Nike Swoosh. The Disney \u201cD.\u201d\u00a0<\/p>\n
Nothing grabs your customer\u2019s attention like a good logo. Not to mention how much a logo increases brand recognition.<\/p>\n
It\u2019s not just marketing jargon. Children can recognize logos<\/a> before they can even read.<\/p>\n When it comes to your own business, you can\u2019t ignore how effective logos are. You\u00a0need\u00a0a quality logo that is cleverly made and instantly recognizable.<\/p>\n But choosing a logo can be an overwhelming task.<\/p>\n Identifying a timeless logo is one thing, but creating one from out of thin air is quite another. Especially if you want to avoid the expense of hiring a graphic designer.<\/p>\n In this article, we\u2019ll look at the best tips to keep in mind while choosing a logo and maximizing brand recognition.<\/p>\n A logo speaks volumes. You\u2019re going to need to make sure it says the right thing.<\/p>\n What values does your company want to present to the world?\u00a0<\/p>\n Strength? Creativity? Whimsy?<\/p>\n When you\u2019re choosing a logo, you want to make sure that you find a design that strengthens that message and stays on brand<\/a>. The worst thing you can do is choose a logo that undermines your company\u2019s values.<\/p>\n Nike\u2019s Swoosh is a great example of a logo that works for the company\u2019s values.<\/p>\n Nike is an athletic company, and its logo has a feel of movement, sleekness, and speed. What else would an athletic shoe company want to communicate?<\/p>\n But for a moment, let\u2019s imagine that in an alternate universe, Nike\u2019s logo\u00a0was switched with Burger King\u2019s.\u00a0<\/p>\n Would a colorful cartoon burger communicate the kind of message an athletic company would want? Of course not.<\/p>\n This is an extreme example, but many companies make similarly off-brand mistakes.<\/p>\n Before you even start brainstorming about a logo, identify what ideals your business wants to associate itself with.<\/p>\n There are many different logotypes. Before you get to choosing a logo, narrow down what sort of design you want to use.<\/p>\n Most logos can be broken down into three types.<\/p>\n In a typographic logo, the company name is stylized to make the logo. Some examples of famous typographic logos are Coca-Cola<\/a>, Netflix<\/a>, and Nintendo<\/a>.<\/p>\n Typographic logos are great because they are typically easy to design. They also leave no confusion as to the company\u2019s name.<\/p>\n Illustrative logos utilize drawings that usually communicate the company\u2019s\u00a0product.<\/p>\n For instance,\u00a0Red Lobster<\/a>, Olive Garden\u2019s vines<\/a>, or Chuck E. Cheese\u2019s<\/a> cheery portrait (even if the new Chuck looks creepy. Branding, people).<\/p>\n Unlike illustrative logos, which are often quite detailed, abstract logos are very minimal.\u00a0Many utilize simple shapes and only one or two colors.<\/p>\n Abstract logos are generally standalone icons that represent the company. The strongest of them can communicate the company\u2019s identity without the need for text.<\/p>\n For example, the Target bullseye<\/a>, the Pepsi swirl<\/a>, the Starbucks siren<\/a>, or the oft-mentioned Nike swoosh.<\/p>\n The most recognizable logos tend to be abstract. But creating a simple logo that is strong enough to be recognizable is challenging.<\/p>\n Many logos are a blend of two of these types.<\/p>\n For instance, Wal-Mart\u2019s star logo<\/a>, which accompanies their typographic logo. Another great blended logo is the World Wildlife Fund<\/a>, which uses the strong simplicity of abstract logos to illustrate a panda bear.<\/p>\n In nature, color is its own language.<\/p>\n Peacocks use their colorful plumage to attract a mate. Many snakes use colorful markings to warn other animals that they are venomous.<\/p>\n It\u2019s just as vital in marketing.<\/p>\n Color is one of the most important things to consider when choosing a logo design.\u00a0<\/p>\n And not just for aesthetics. Psychology has shown us that different colors evoke different feelings<\/a>.<\/p>\n When you\u2019re thinking about brand\u2019s values, choose colors that will say the same thing.<\/p>\n Red communicates vibrancy, strength, and urgency. This makes it perfect for health companies and gyms.\u00a0<\/p>\n Blue evokes a feeling of trust and familiarity. Ever wonder why almost every social media uses blue in their logo?<\/p>\n If you want to instill a sense of joy in your customers, think yellow. You\u2019ll notice that yellow logos are popular in fast-food and retail. This is because these companies want to be associated with happiness.<\/p>\n Green is often associated with growth and wellness. This is the go-to color for yoga studios, financial firms, and health food stores.<\/p>\n For companies wishing to appear strong and authoritative, nothing speaks louder than black. It\u2019s no-nonsense and sends a clear message.<\/p>\n Maybe your company likes to have a little bit more fun. You might want to consider an orange logo, as it evokes playfulness and youth.<\/p>\n But don\u2019t limit yourself to only one color. Combinations can speak just as loudly.<\/p>\n For example, look at all the All-American companies using three colors (two guesses as to which three). This is intentional.<\/p>\n Mix and match colors to align with the message you want to send the world.<\/p>\n Everyone loves a clever logo.\u00a0<\/p>\n To stand above the pack, consider implementing some hidden messages.<\/p>\n The most famous example of subliminal the FedEx logo<\/a>. Hidden in the negative space between the E and X is an arrow.<\/p>\n It\u2019s very subtle\u2014you may have never noticed it before. But this hidden arrow does a great job communicating speed and progress, even without realizing its there.<\/p>\n Amazon\u2019s logo<\/a>\u00a0is another great logo with a subliminal message.<\/p>\n The orange line beneath the company name evokes a friendly smile, right? But take another look. \u00a0<\/p>\n You\u2019ll notice that the line goes from A to Z. Clearly, this is to communicate that their inventory is just as diverse.\u00a0<\/p>\n So when choosing a logo, don\u2019t be afraid to hide some hidden meanings in there.\u00a0<\/p>\n When designing anything\u2014logo, website, whatever\u2014it can be tempting to use as much of the available space as possible.<\/p>\n Typically, this is how you get bad design.<\/p>\n You might feel restricted if you focus on creating a logo as iconic as the Nike swoosh out of a single solid object.<\/p>\n But before you panic, remember that you can make empty space work for you as well.<\/p>\n Many logos (like FedEx) make clever use of negative space to create a sophisticated logo.<\/p>\n Take another look at the WWF panda. Notice that the most recent versions only use black.<\/p>\n The rest of the logo is empty space. Yet your brain fills in the outlines automatically.<\/p>\n Another logo that makes great use of negative space is the USA Network<\/a>. If you look closely, you\u2019ll notice that there is no S in the logo.\u00a0<\/p>\n Rather, the U and A shapes include portions of the S\u2019s negative space. This makes the S plainly visible despite not actually existing.\u00a0<\/p>\n Similarly, the Girl Scouts<\/a> logo features the profile of three girls, despite using only a single color.\u00a0<\/p>\n Negative space opens up a whole slew of possibilities for logos. Try it out!\u00a0<\/p>\n Remember that despite whatever size you make your initial logo design, it will be displayed in tons of different sizes.<\/p>\n From billboards to business cards, your logo is going to have to be recognizable in any size.<\/p>\n Recently, Instagram made waves when they rolled out a new logo<\/a>.<\/p>\n The original logo was an intricate illustration that evoked the charm of the original Polaroid cameras. The new logo was criticized or being crude in comparison.<\/p>\n Despite the original logo\u2019s well-loved reputation, it had a big problem.<\/p>\n Because it was so detailed, it didn\u2019t look great when it was scaled down to the size of an app icon on a smartphone.\u00a0<\/p>\n And considering that Instagram is a mobile app, that\u2019s no bueno.\u00a0<\/p>\n The new logo may seem overly simplistic in comparison, but it is far more scalable than the original.<\/p>\n Keep scalability in mind when choosing a logo.\u00a0Zoom out on your design to see how it looks\u00a0<\/p>\n Zoom out on your design to see how it looks at a small size. Do details get lost? Does it get cluttered?<\/p>\n If so, simplify the design. You\u2019ll be much happier with your letterhead.<\/p>\n You\u2019re likely designing your new logo on a computer screen. But that\u2019s not the only place it will be seen.<\/p>\n Your logo will be printed in a plethora of mediums. Your company will put it on everything from building signs to shirts to pens.<\/p>\n Colorful, intricate details look great on screen, but if you\u2019re trying to get embroidered work shirts, it\u2019s going to lose clarity.<\/p>\n Simple is better.<\/p>\n No matter how great it looks on a computer screen, you have to keep the design\u2019s other uses in mind.<\/p>\n Choosing a logo is not something to enter into lightly. This is your company\u2019s identity, after all.\u00a0<\/p>\n Not to mention that ditching a bad logo is expensive<\/a>.<\/p>\n Choosing a logo is going to be costly.<\/p>\n And not necessarily financially. Even if you design a new logo yourself, you need to spend\u00a0time\u00a0on it.\u00a0<\/p>\n It may seem expensive, but you can\u2019t afford not to have a great logo.<\/p>\n Choosing a logo is important, but it doesn\u2019t have to be a headache.\u00a0<\/p>\nYour guide to choosing a logo for your company<\/h1>\n
What does your brand stand for?\u00a0<\/h2>\n
Types of logos<\/h2>\n
Typographic<\/h3>\n
Illustrative<\/h3>\n
Abstract<\/h3>\n
Consider colors<\/h2>\n
Go subliminal<\/h2>\n
Don\u2019t be afraid to go negative (space)<\/h2>\n
Size matters<\/h2>\n
Versatility is key<\/h2>\n
Spare no expense\u00a0<\/h2>\n
Get designing!<\/h2>\n