It is easy to over-think the creation of a new company logo. With all the resources and graphic tools available, one might think it is necessary to utilize every tool at your disposal. However, even today, some of the most effective and memorable logos in use are the most basic and readable and often contain no graphic element, other than a font and color.
So, to help avoid a creative meltdown, simply stick with a few core factors and your design board should be filled with brilliant logo ideas and a sense of peace and satisfaction.
Simplicity
You certainly don’t want to agitate consumers by presenting a brand that’s hard to understand and creates consumer confusion. Simplicity can be achieved by simply being simple.
Choosing tactful colors and an easy to read font are basic ways to create a simple, yet effective logo. One of the most iconic logos in the world is the McDonald’s golden arches. The unmistakable yellow “M” is usually placed on a red roof. The “M” itself looks like a couple of french fries bent together. It doesn’t get much simpler than this. Yet, from the age of 3, this logo is recognized world-wide.
This is also an example of a logo that doesn’t need a graphic. However, when McDonald’s started back in the ’50s, there were multiple versions of the logo that had graphics and a couple of attempts using hand drawn characters.
Small businesses and start-ups may need the extra graphic touch to create consumer recall. When a company is new, the name is not always easy to remember. This is completely understandable, but the idea should still involved simplicity.
Relevancy
It should go without saying that your logo should tell people what you hope to convey through your business, or what you want consumers to think about your company when they walk away. But, since I have said it, there is a multitude of logos in the market that completely befuddle consumers. Since I don’t wish to tarnish any company’s image, I will not cite specific examples of brands that I personally feel have missed the mark.
Causing confusion through your brand can actually turn consumers away from your offering. Clearly stating your brand-focus doesn’t mean you have to use an image directly related to your industry. For instance, a hardware store doesn’t have to use an image of a tool and a restaurant doesn’t have to slap a graphic of a piece of food in the logo.
David Airey, a graphic designer and creator of the website “Logo Design Love” points out that, “The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer.”
Whatever the graphic image is, it should mean something to the business. When you, as the owner, are asked, “What’s with the logo?” you should be able to proudly explain why this logo is your brand; why this image represents you and your company.
Flexibility
In today’s age, with social media, digital capabilities and mobile apps, your logo needs to be easily adapted for different media uses. This means the design has to be flexible enough to be printed in full-color for digital needs, yet in black-and-white for print ads or promotional items.
Be sure to create a version of your logo that looks good in either a landscape or portrait orientation. This can be very important when uploading your logo to different social media sites or when using your logo as your profile picture for blogs and forums. Not all these online outlets have the same specs for logo integration.
If your brand has both a logo and an important tag line, find ways to make sure you don’t lose the tagline when transferring your logo online or to print. This tagline can be as important as the logo imagery.
You can prepare for these changes by creating a design guideline from the start. This allows you to see what your logo will look like in different layouts and settings. This also makes it easy when you need to supply your logo to a printer, sign maker or ad agency. You’ve already created all of the variations, thus eliminating confusion.
Individuality
Deborah Harkins, creative director at 99Designs, warns, “Researching other visual brands can be helpful, but designers need to be careful not to take the inspirations too literally.” In other words, do not plagiarize.
Everyone wants to create something completely unique and that should be the goal. With so many logos visible in every form of media, it can be challenging to come up with something that doesn’t, in some minute way, resemble an existing logo. This is because your mind is recalling something you have already seen, subconsciously. That is the point of branding.
It is OK to do research when you are coming up with your logo, but remember to always fall back on yourself and your own unique qualities. Focus on your clients and what you want them to think of when they see your logo.
Above all, remember to keep logo creation fun. Your finished product should be something that brings joy to you. The creation process will undoubtedly be arduous, but in the end, you should be able to take immense price in the new face of your company.