What is a logo? A logo is a combination of text and visual imagery that serves two purposes. It tells people the name of the company and it creates a visual symbol that represents your business. Some logos have powerful symbolic association connected to people’s memory. For example, the McDonalds golden arches are so familiar that they no longer need the text “McDonalds” for you to recognise that that symbol represents McDonalds.
Why do I need a logo?
Having a professional looking, well designed logo builds trust. Potential customers are more likely to do business with you if you have a well designed logo. If your logo looks like it was designed in Microsoft Word, people will question how well you are able to deliver your core business products/services.
Make the text part of your logo super clear and readable
While many small businesses think their brand is going to be the next Coca Cola or McDonalds, in reality when you’re starting out with your logo, one of the most important characteristics is that the text of your company name is clear and easy to read at a distance, as it may appear on vehicle signage, building signage, posters or some other place where the logo is seen at a distance.
Use it consistently
When large global brands get a logo designed they often prepare large brand standards documents, dozens of pages deep. These documents cover things like:
Guidance on the different variations of the logo and where they should and shouldn’t be used.
Guidance on modifying the logo and what shouldn’t be done to the logo.
What should and shouldn’t appear nearby the logo.
How the logo should appear in all sorts of different scenarios.
Although this level of documentation can be an overkill for most small business logos, these large brands understand that if brands are inconsistent in the way their logo appears in different situations, this can be damaging to trust. So be really consistent with how your logo is used.
Simple colours - think about the different situations it will be used in
Given the digital age, your logo may appear on screens, social media profiles, websites, as well as traditional mediums like business cards and signage. Ensure it is adaptable to various print based applications and digital platforms. Aim for simplicity and versatility. Logos that have gradient colours, lots of fine detail, a lot of different colours or photographic content are much more likely to look quite different in these different situations as many of them use completely different printing technology and it makes it difficult to match the colours exactly. This is why the most powerful brands in the world usually stick to a simple palette of less than 3 main colours. They also use solid colours rather than gradients. With the increasing use of mobile devices, consider how your logo will scale down for smaller screens. A responsive design ensures your logo remains recognizable in all contexts.
Have something visual/memorable
While it might take you a few decades to become the next Coca Cola or McDonalds, having something memorable about your logo is a good idea. Some businesses do this by using interesting text or modifying part of the text in the logo to not just be a standard font. Other businesses do this by adding some sort of illustrated icon alongside the text part of the logo. One useful aspect of having an icon is that you can use the icon on it’s own in some situations as well. For example, the Nike tick can appear with the Nike text or without. While originally the Nike tick would have meant nothing if it didn’t appear alongside the Nike text, over time that visual memory association has developed. If you’re wanting a very sleek, minimalist logo, just using a modern looking font with a pop of accent colour is a good option.
How do I get a logo?
The best way to get a logo is to have it professionally designed. Although there are cheap online logo design services, from our experience the best value and service is from small local graphic design shops or print shops. By going for a small freelance graphic designer or print shop with an in-house designer, you’re going to avoid paying thousands that you might pay with an ad agency or large design firm but still get a quality logo with personal service. These small design businesses are also excellent at designing business cards and print materials so you can often get good deals by getting them to design your business cards, stationery and logo at once. This also helps you nail that brand consistency.
Tips for choosing a designer and getting the best result
Make sure you view examples of their previous work — and you like what they’ve done previously. If they have a large portfolio of great looking logo design examples, you can be more confident in their ability to design you a great logo. Have a chat to other small businesses you know who have great looking logos and ask who they used and whether they would recommend the designer. If you’re a small business starting out, you shouldn’t need to spend thousands on logo design so if you feel like the price you’ve been quoted might be too high, ask around to see what other people paid. Even the best designers can only delight their clients if they have a clear brief of what the client wants. If the brief from the client is too vague, it’s very difficult to know where to begin with the design.
As a seasoned professional in the field of graphic design and branding, I bring a wealth of expertise in creating impactful logos that not only visually represent a company but also contribute to building trust and recognition. Over the years, I have worked with a diverse range of clients, from small businesses to global brands, and have gained valuable insights into the key elements that make a logo effective.
Let's delve into the concepts discussed in the provided article:
What is a Logo?
A logo is a visual representation that combines text and imagery to convey the name of a company and create a symbol associated with the business. It serves the dual purpose of identifying the company and building a visual connection with its audience. The article rightly points out how logos, like the golden arches of McDonald's, can establish powerful symbolic associations in people's memory.
Importance of a Professional Logo
The article emphasizes the significance of having a professionally designed logo. A well-crafted logo instills trust in potential customers, influencing their decision to engage with a business. The visual appeal and design quality of a logo play a crucial role in shaping perceptions of a company's competence and credibility.
Design Principles for Effective Logos
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Clear and Readable Text:
- The text in a logo should be clear and easily readable, especially at a distance. This is vital for situations where the logo appears on signage, posters, or vehicles.
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Consistency in Usage:
- Large brands invest in detailed brand standards to ensure consistent usage of their logos. While smaller businesses may not need extensive documentation, maintaining consistency is crucial for building trust.
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Color Considerations:
- Simple colors are recommended for logos, considering their diverse applications in both digital and print media. Gradient colors and intricate details may lead to variations in appearance across different platforms.
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Visual Memorability:
- An effective logo should have a visual or memorable element, whether it's through interesting text, unique fonts, or the addition of an illustrated icon. Memorable logos contribute to brand recognition over time.
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Scalability for Various Platforms:
- Given the prevalence of digital platforms and varied screen sizes, logos should be designed to scale effectively. Responsive design ensures that logos remain recognizable on screens of all sizes.
Getting a Logo Professionally Designed
The article recommends seeking professional design services for creating logos. While online services are available, the value and personal service offered by local graphic design shops or print shops are highlighted. Small businesses can benefit from cost-effective solutions without compromising on quality.
Tips for Choosing a Designer
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Review Previous Work:
- Examining a designer's portfolio provides insights into their style and capabilities. A strong portfolio of well-designed logos instills confidence in the designer's ability.
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Seek Recommendations:
- Recommendations from other businesses with visually appealing logos can guide the selection of a designer. Personal experiences and endorsem*nts add credibility.
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Consider Budget:
- Small businesses are advised not to overspend on logo design. Comparing quotes and understanding the market average for design services can help in making informed decisions.
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Clear Design Brief:
- Clients play a crucial role in the design process. Providing a clear and detailed brief to the designer ensures that expectations are aligned, leading to better outcomes.
In summary, the article provides a comprehensive overview of the key considerations in logo design, emphasizing the importance of professionalism, clarity, consistency, and visual appeal in creating a logo that effectively represents a business.
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