Logo Design Tips and Techniques

A new Business or even an existing business interested in re-branding, will consider logo design to represent their company. If you have ever tried to design a logo, you would understand all the factors that are involved. There is more to creating a brand’s visual identity than just placing a name in a shape and calling it a logo. A logo is a graphic or an emblem that is used by a business, company, or organization. Sometimes even used by individuals. Utilizing an experienced graphic designer is our recommendation, as they are highly sought after for Logo Design.

A company logo is usually the first element of your branding that a potential customer would see. With that said, it can make the biggest impression on your company and usually will stay around the longest.  They  can impact a customers perception, purchase decisions, and attitude towards a product or service.

When we think about it, we live in a brand society. We recognize many logos and what the company sells just by their brand mark or logo. If you are about to embark on the journey of a logo design, or feel it is time for your company’s visual identity to undergo a new look, there are several tips on creating a great logo we have laid out for you.

Logo Design Tips:

1. Do Your Research
   Talk with your client and learn about their products and/or services. Ask questions…What do they do? Why do they do what they do? What sets them apart from their competition? These questions may appear simple and unnecessary, even challenging, but many times they lead to additional questions about their business. Is the brand utility-driven or more focused on evoking an emotion. Stay true to a brand’s overarching personality. Here’s a brand personality evaluation that may assist you along the way. This initial research phase helps to ensure that you won’t miss the mark once you start developing a logo design.
2. Sketching and Graphic Design Software
   Many designers prefer to begin with their digital software tools. However, sketching your design can make it easier to allow you to put the shapes exactly where you want them. Sketches may also help your clients’ visualize the basic concept of the logo, without any distraction from fonts and colors. What’s important are the lines, the shapes and the idea. Colors added later can help in not getting distracted from the basic concept you want your client to see.
3. Make it Relevant
   A logo design should be relevant to what the company represents, their ideas, values and activities. For example, using an elegant typeface would work well for a Salon, or high-end Restaurant but not as well for a Child Care Center or Animal Hospital . Similarly, a color palette of hot pink and bright blue wouldn’t work with a Hardware Store.
4. Keep it Simple
   Have a logo design that is memorable, keeping it ‘top of mind’ with the consumer. Simplicity is the main focus here. A simple logo is often remembered and recalled after just a brief glance, rather than a more complex and detailed design. It is important to have balance between simplicity and quirky. You want your logo to be interesting and amazing. You don’t want your logo design to be confusing so that someone has to guess what the logo is. A great example is FedEx’s logo as it is a simple logotype with a twist. The image uses negative space to create an arrow that connotes speed and direction.  Also, it changes the color of the “Ex” to classify the type of shipping.
   
   In today’s digital age, logos appear on multiple devices and social media. You want it to have a form that will easily transition to display well in different sizes and applications. It must look great on different backgrounds, work for apps, icons and print.. This may also include promotional items or signage for a building.
5. Color is Key
   Think about each aspect of the design when you create your brand’s personality. Big bright and bold colors may grab someone’s attention, but could also seem brash. Muted colors create sophistication, but could be overlooked. Every color has a different implication and can bring nuance to your message. Don’t fall into the trap of conveying the wrong message due to misuse of a brush stroke.  Here is an article “The Science Behind Colors” discussing The Psychology of Color in Logo Design. Here is a quick break-down:
   • • RED: energetic, sexy, bold
   • • ORANGE: creative, friendly, youthful
   • • YELLOW: sunny, inventive, optimisn
   • • GREEN: growth, organic, instructional
   • • BLUE: professional, medical, tranquil, trustworthy
   • • PURPLE: spiritual, wise, evocative
   • • BLACK: credible and powerful
   • • WHITE: simple, clean, pure
   • • PINK: fun and flirty
   • • BROWN: rural, historical, steady
6. Be Different
   Familiarize yourself with the clients’ competition. See if they are using the same font or typographic style, the same color palette, and utilizing the same layout. This could be a great opportunity to change it up. Do something different that can help your logo design stand out. Showing imagination with different styles in your design portfolio, is a good way to attract the kind of clients you want to work with.

We can expand on other design tips and the different types of logos. But that is another blog post! This will give you some good information to work with. Contact us if we can be of service for your design needs.