How to design a good logo
How to design a good logo? A logo is arguably the most important design feature for your website and for marketing. A good logo will succinctly explain what type of business you are and what you do. It may even give an insight into why you do what you do and how you do it. A logo should be eye-catching, memorable and able to stand the test of time. It should appear well both small and large while encompassing the ‘vibe’ or personality of your business. There are many elements of logo design to be considered in order to create a logo that is a perfect visual representation of your business. Every successful business has a distinct logo that is recognised by customers across the world; think of the Pepsi or McDonald’s logos. What is a good logo? How can you design one?
The first step in logo design is to define your brand identity. This involves recognising what makes your business unique and how you can incorporate this into your logo. Whilst brainstorming, it is a good idea to ask yourself what makes your business special compared to other similar businesses. Competition analysis will provide an idea of how your business is different to others. It can also help to find inspiration for elements you may want to add to your own logo and elements you would prefer to avoid. Every business will have a target demographic and identifying your own will help in the decision process for what design aesthetic you should pursue. Asking others about how they view your business can provide key features you may wish to portray through your logo. As logo design is a more creative element of website development, creating a mood board may help to organise your ideas by identifying the typography, colour schemes and types of logos you like.
It is important to identify the design aesthetic you wish to pursue with your logo. This may be classic, retro, modern/minimalist or fun. The aesthetic should reflect the nature of your business so the importance of clarifying your brand identity is integral to this step. From this choice, a decision between the seven main types of logos can then be made. Lettermark logos use letters, usually as an abbreviation of the business name (e.g. NASA). Wordmark logos simply use the business name (e.g. Coca-Cola). Pictorial marks use a symbol (e.g. the Twitter bird). Abstract logo marks use an abstract symbol or design (e.g. Pepsi). Mascot logos use a person or character (e.g. KFC). Combination logos use words and symbols together (e.g. Burger King). Lastly, emblem logos are similar to combination logos but usually with integrated text and appear like a ‘badge’ (e.g.NFL). Take a look at different logos and see which you prefer and which you feel is the best fit for your brand identity.
The next step in logo design is to select the colour scheme you would like to use. Monochromatic does not necessarily mean ‘black and white’: different shades of one colour can create visually appealing contrasts that look professional and modern. Visual salience refers to a quality that makes an object stand out against its surroundings, and a pop of colour is an engaging way of achieving this. So which colours should you choose? There is a psychology behind colours, meaning that each one evokes a different feeling. Red conveys feelings of passion and excitement but can be loud. Orange has a similar feeling to red but tends to be more energetic and vibrant with a more playful feel. Blue is the classic and most common choice of colour because of its ability to portray calmness and maturity. Purple encompasses luxury whilst being eclectic and feminine depending on the chosen shade. Pink is the standard ‘girly’ colour but with the right shade choice, a more mature and feminine feeling can be achieved. Brown may seem unappealing but its ability to create a masculine, rugged and aged energy is a good choice for vintage and handmade businesses. Black is a sleek and modern choice, evoking luxury with minimalism. Similarly, white gives a clean, economical feeling. Grey finds a middle ground by portraying both accessibility and mystery depending on the shade. It’s a good idea to try your logo design with different colours and identify which colour reflects your business personality best.
Many people are unsure of whether they should use just one colour, i.e. remain monochromatic, or if they should combine different colours. Using the colour wheel, we can curate different colour combinations for different feelings. Directly across the colour wheel from one another are complimentary colours. As the name suggests, these bring out the best in each other with a dynamic feel. Examples include purple and orange or blue and yellow. Analogous colours are positioned close to one another on the colour wheel and consequently result in a more harmonious feel. Examples may be red and orange or green and blue. A more visually stimulating option would be triadic colours, drawing from each of the three different sections on the colour wheel as a bold statement. For example, red, blue and yellow: the primary colours, or green, purple and orange: the secondary hues. Combining colours can enhance your logo but can similarly make it appear less sophisticated if overdone. The use of blank space is often overlooked when designing logos but can give a minimalistic, clean look that is perfect for transferring to merchandise or other marketing platforms. Our advice is to always stay simple to communicate your brand identity directly.
If you intend to use lettering in your logo, which most businesses do, the typography is another important element to decide on. Serif fonts are the classic fonts with ‘feet’ at the bottom of each letter. Businesses often employ serif fonts to appear high-end and elegant. Sans serif fonts are more modern, without the ‘feet’ at the bottom of each letter, and display a minimalist, simple nature. Script fonts are akin to handwriting so are more individualistic and may use calligraphy skills. Display fonts are stylised and catch the eye, such as a ‘70s retro’ font. Try different fonts when deciding on your logo design to find which reflects your business accurately.
Logo design requires consideration of many different elements in order to create a logo that mirrors the nature of your business. It is paramount to clarify your brand identity and personality so that the design incorporates the uniqueness of your business. It is also important to recognise what the intended use of your logo will be, such as whether you will be using it across different platforms or on merchandise. Sometimes, businesses use either literal designs, where the business name is matched literally to pictures, or visual puns, where the wording incorporates a relevant symbol. Logo design should stay simple to communicate the business identity directly because it is the first piece of branding a potential customer will encounter, leaving the biggest impression. A logo should encourage the audience to take an interest and want to learn more, so it is important to stand out from the competition. Contact us today at Orangedot Media to start your logo design process.
