It\u2019s possibly the most significant choice you will make for your new business, and it will impact the company into the foreseeable future.<\/p>\n
You\u2019re creating a logo.<\/p>\n
It seems so simple, brainless even. After all, Coca-Cola got by with a fancy font and red letters. More thought goes into a logo than customers realize, and you\u2019re about to find out just how much.<\/p>\n
Do you want a logo that doesn\u2019t stink? That\u2019s unforgettable and inspiring?<\/p>\n
We\u2019ll walk you through the basic steps so that your company\u2019s symbol doesn\u2019t fall through the cracks.<\/p>\n
No. It\u2019s even more important than \u201cthat.\u201d<\/p>\n
Studies show<\/a> 67% of 2 to 3-year-olds can successfully match logos with products. That leaps to 100% by the time those children reach 8 years of age.<\/p>\n Furthermore, logos have jumped off of ads and into consumers\u2019 pockets and bags. Purchasers see them every day when they use a product or swipe through an app. This intimacy results in a higher sense of ownership and loyalty.<\/p>\n Research indicates this sense is so strong customers are willing to pay more for these products because they have touched them<\/a>. If they see your logo and interact with it, they are more likely to buy from you.<\/p>\n Nowadays, encouraging those interactions is easier than ever. You can print logos on merchandise, business cards, and brochures. You can even use your logo on advertisements sent through the mail. Best of all, many companies offer printing services at an affordable price, as you can see on this website<\/a>.<\/p>\n So how do you go about creating a logo that customers can interact with? There are a number of tricks, and we\u2019ll share them all.<\/p>\n Before you begin to imagine your logo, you must think long and hard about your company. Many entrepreneurs skip this step with devastating results.<\/p>\n A good logo holds hours of thought and research in its simple design. Empower your entire team to think about your logo.<\/p>\n Issie Lapowsky of Inc. writes, \u201cThe most iconic logos were conceptualized for millions of dollars employing teams of professional creative directors, art designers, and focus groups.\u201d Then again, the Twitter logo was reportedly purchased from an artist for $6.<\/p>\n Either way, don\u2019t assume that because you\u2019re the head of a company or an executive you have a clear understanding of what your company offers the world. Assembling a team is an easy way to get diverse opinions and to test a logo for its overall success.<\/p>\n Ask yourself these questions:<\/p>\n Write down your answers. They provide vital information you will use later on.<\/p>\n You\u2019re still not quite ready to design. Now it\u2019s time to research your competition.<\/p>\n What are other businesses using in their logos? Make a list or print them off on a single sheet.<\/p>\n Your goal is to make a logo that stands out, so try to rule out the images, shapes, fonts and color schemes you see consistently.<\/p>\n Finally, it\u2019s time to consider your image or words. Whatever you decide should pertain to your company and your customers.<\/p>\n Starbucks, for instance, has the drawing of a siren<\/a>. What does this have to do with coffee?<\/p>\n Not much, but it has everything to do with the company\u2019s core value and the emotion they want to invoke in customers: desire. It\u2019s implying a commitment to give customers what they want. Just as sirens seduce sailors, your barista prepares your cup of coffee to your taste to seduce you.<\/p>\n Add a dash of creativity here:<\/p>\n The options are endless. One good piece of advice is to use a dynamic image<\/a>, which implies movement.<\/p>\n Studies show dynamic images increase customer engagement. If these images connect with the business\u2019s services or products, they boost consumer attitudes about the brand.<\/p>\n Shapes also say more<\/a> than you might have bargained for.<\/p>\n Circular shapes convey a positive, emotional message that implies community or friendship. Squares and triangles suggest stability and efficiency.<\/p>\n Vertical and horizontal lines add even more emotion. Vertical lines give off feelings of masculinity, strength, and aggression while horizontal ones encourage feelings of calmness, community, and peace.<\/p>\n Also, consider the ease with which you can print or transfer a shape or transferred when deciding on one for your logo.<\/p>\n Color also plays into logos. Starbucks\u2019s green connects to their commitment to sustainable coffee. McDonald\u2019s yellow and red colors make viewers hungry.<\/p>\n The main deciding factor here is how you want consumers to feel. We\u2019ve broken down some of the basic connotations of colors to make it easier:<\/p>\n Color is so significant<\/a> that 84.7% of customers cite it as the primary reason for a purchase. Use only one or two colors to avoid sensory overload, and make sure they relate to your company values.<\/p>\n Whatever main image you choose should function well in black and white, as well as in color to give the logo more marketing versatility.<\/p>\n Font choice<\/a> is as important as color should you use words in your logo.<\/p>\n There are two basic types of fonts: serif and sans-serif. Serif fonts are the ones with the fancy embellishments at the tips of letters. These are your Times New Roman and Century fonts.<\/p>\n Serif fonts evoke feelings of old-school belief systems, class and timelessness. They are professional and upstanding.<\/p>\n Sans-serif fonts don\u2019t have those neat little embellishments. However, they are being used more and more in logos and marketing, as they appeal to the newer generations. These fonts emphasize youth, minimalism, out-of-the-box thinking and fashion.<\/p>\n Which fits your company?<\/p>\n You\u2019ve gotten most of the tough stuff out of the way. Now, consider symmetry and size.<\/p>\n Too big and your logo risks making people run away. Too small and it appears weak. Find the size that\u2019s just right.<\/p>\n The same rule applies to fonts and images. Emphasize certain parts of the logo by making them larger, but be leery.<\/p>\n Likewise, take a look at your symmetry. Humans like symmetry. People associate symmetry with beauty and perfection.<\/p>\n But it can create a cool, otherworldly sensation when used in a logo. This is the exact reason you\u2019ll see the nose of Starbucks\u2019s mermaid is longer on one side. Without it, she appeared frightening, so the designers changed it.<\/p>\n They may have been onto something. Recent studies confirm that asymmetry evokes subjective arousal <\/a>and brand excitement.<\/p>\n Negative space<\/a> is the area between images and fonts that consumes a logo if there is too much. If there is too little negative space, the logo appears cluttered.<\/p>\n Finding balance is integral in creating a successful logo.<\/p>\n Use negative space to create secondary images or to add a sense of balance to the logo. You can even use it to create shadows, to turn a \u201cflat\u201d image into a dynamic one or to give a 3-D feel to it.<\/p>\n This creates further engagement.<\/p>\n Keep it simple. Simple is strong and timeless.<\/p>\n It\u2019s also easy for your customers to remember.<\/p>\n This isn\u2019t a rule, per se. First and foremost, logos should convey something about a company. If you want your company\u2019s image to be one of nuance and intricacy, your logo should be, too.<\/p>\n Your logo should have a story behind it. Nike\u2019s symbol<\/a> isn\u2019t just a \u201cswish.\u201d It\u2019s a wing.<\/p>\n In fact, it\u2019s a Greek goddess\u2019s wing.<\/p>\n Whatever logo you settle on, it should tell a story. Sometimes, this implication is in the image\u2019s simplicity or, like Starbucks\u2019s mermaid, in curiosity about its connection to the company.<\/p>\n Once you\u2019ve created several designs, go back through the checklist to see if your design holds up to all the characteristics mentioned here. If it does, it\u2019s time to create it online.<\/p>\nCreating a Logo<\/h2>\n
1. Know Your Company<\/h3>\n
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2. Research Competition<\/h3>\n
3. Decide on a Basic Image<\/h3>\n
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4. Select an Appropriate Shape<\/h3>\n
5. Consider Color Psychology<\/h3>\n
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6. Reflect on Typography<\/h3>\n
7. Contemplate Symmetry and Size<\/h3>\n
8. Watch the Negative Space<\/h3>\n
9. Keep It Simple and Timeless<\/h3>\n
10. Suggest a Story<\/h3>\n
11. Create and Test<\/h3>\n