Should a logo be simple? Or should it be complicated? Is it better if you use words? Or will symbols do a better job? Will a colorful logo be more effective than a monochromatic one?
If you’re starting a new business, expect this slew of questions as you go along your branding quest. It might seem daunting to answer such questions, but the sooner you grapple with them, the better the turnout of your designs will be.
We are here to guide you through the basic process of logo design. Take note, a basic understanding of a logo doesn’t mean your logo will come off just that — basic. We’ll help you achieve an impactful logo design with just the basic information.
We need to understand that logo design is not rocket science. And with this article, it won’t take long before you get a good grasp of what works and what doesn’t.
The Purpose of Logos
Imagine a world without logos. Imagine all brands have the same typefaces, with no distinct color, just a typical word you see in print. Good luck looking for things that you want.
Logos help a normal person navigate through a saturated industry. If there’s hundred shoe brands, how are we going to choose? Sure, you look at the design of shoes, the price, and the location of the stores. But that’s a whole bunch of information to process.
Logos give us a glimpse of what the brand is all about, what color their products have, what kind of customers they cater to, and how much the products would be. All that in a simple image.
Whether it comes in the form of a word image or a 3D logo, this wonderful branding asset enables brands to rise up from the crowd and be recognized.
How To Create A Logo That Stands Out
As in any form of design, there are so many rules to logos. But it really boils down to what industry you’re playing in, what customers you want to attract, and what the business is all about.
It’s not one size fits all. Because if you take the aesthetics of fashion houses, for instance, and use it in the kiddie pool product manufacturing business, then we’ll see an obvious disconnect from the customers’ age group. Luxury houses cater to a middle-aged group, while kiddie-related businesses are for youngsters. Obviously, the brand designs follow the market.
What works for one won’t work for all — that’s a key rule in design. However, there are golden rules that you must follow should you want success in your brand as much as possible. Using design tips from the best-performing logo, here are four characteristics of an effective logo.
Gone are the days of elaborate and intricate logos. We’ve seen that in antique brands, monarchies, and government agencies. The real deal now is simple, often with only one or two design elements.
For example, Starbucks used to have a detailed picture of a mermaid in their logo design. Now, it’s a flat image of a long-haired girl with a crown. Same with Apple. The logo was once a picture of a tree and below is Isaac Newton. Now, it’s just an apple with a bite.
Symmetry is the perfect equality of an image, either left to right or top to bottom. Apple’s logo is a perfect example of a symmetrical logo. If you divide the image horizontally, you’ll still see an equal image both at the top and at the bottom.
Symmetry means that the size, shape, layout, and color mimic each other from both sides.
People love seeing things they recognize. If they can’t tell what that image is, they’ll probably get disinterested. That’s why choosing a symbol-based logo is a tricky choice. It’s difficult to pull off. Apple’s apple fruit, Nike’s checkmark, and McDonald’s letter M logo marks are the best examples of recognizable logos.
Make sure that your logo design lasts. Although rebranding is possible, it’s often difficult to execute successfully. Not to mention, it’s expensive. So consider a logo that will stand the test of time.
If you have to map the future journey of your business, do it so that you can anticipate the possible changes in your brand.
Design Elements To Focus On
Color comes first among others because it transcends the logo itself. The color palette will transfer to your products, stores, packaging, stakeholders, events, promos, flyers, and many others. That’s why it is important to choose a logo that not only stands out but also is relevant to your customers and industry.
Since there are no original colors, consider an original combination. Black and gold are usually there so why not try black and orange or black and fuschia. That’s just an example but feel free to combine colors and see what works.
Take note, colors evoke emotions and other non-verbal communication. So always place your customers in the picture.
Style varies depending on your chosen types of logo. If you’re going for a wordmark, the style could be either a serif or a sans serif, a decorative or a script, bold or light. If it’s a symbol, it’s either edgy or curvy, composed of lines or with shapes.
Style will likely depend on the whim of the brand which is highly subjective. Budget, research, environment, market, and product points are factors too.
Where To Create Logos
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Professional Logo Designer
If you have the budget and the time, a professional designer is indeed a judicious choice. Most companies are willing to shell out this kind of luxury.
Why not? You easily hand out the brief, and the designer does the hard work. Easy. Not to mention, if the designer is trained enough, he or she will have done the necessary research and come up with industry-standard and aesthetically pleasing results.
Not anyone has the budget of a big company. This is the reality for most brands. So a DIY logo tool is a no-brainer choice. Fortunately, these logo creators nowadays are keeping up with the technology. Armed with AI systems, they could generate free logos and inexpensive templates based on the keywords you provide.
These templates can be customized using drag-and-drop tools and a few simple buttons. However, you cannot change the totality of the design. That is, you cannot start from scratch. You can only go so far. But at least it’s easy and cheap. Within minutes, a logo design is ready.
Wrapping Up on Creating a Logo
It’s important to understand that for a logo to become really successful, the brand has to be one first. The products and services have to be top-tier for a logo to even be considered wonderful by the community. Saying that a logo is enough to skyrocket your brand is a misinterpretation of the role of logos in branding.
The truth is that they have to work hand in hand. The logo is just the wings. And the business is the gear that uplifts it from the crowd. Without the effectiveness of each other, it might be challenging to replicate the success of world-famous brands.