THE 4 MOST IMPORTANT ASPECTS OF A PROFESSIONAL LOGO DESIGN

You know you are in front of a great logo from the moment you see it. It's clear, simple, memorable, and stands out from all the clutter you find on the internet.

Your logo is the public face of your brand, so it really has to attract attention. But designing an effective logo is not easy, it requires some strategy. Good news: by doing the background work, you have everything you need to develop a logo that creates a memorable impression. Here we tell you what a logo should have.

1. A design that conveys the essence of your brand

A logo should offer an immediate and honest impression of your company's philosophy, conveying why your brand is special. A logo that is based on an authentic brand philosophy will be memorable and instill confidence in your audience.

So, before you start designing, dedicate yourself to getting to know your brand in depth. If you haven't spent a lot of time thinking about the characteristics or values ​​of your brand, now is the time to do it. Building a brand identity that your audience can identify with will give you a greater advantage as you work through the design process of your logo.

Designing to convey the essence of your brand goes beyond just the personality of your brand. Develop your logo with your ideal customers in mind. Your understanding of your target audience should really influence the way you approach your logo design.

Alina Wheeler, author of Designing Brand Identity, says the following about the Amazon logo: “The arrow covers two functions: a smile that conveys the idea of ​​friendly customer service and connects the“ a ”to the“ z ”because Amazon offers everything, from A to Z. Everything is there. "

The logo is an excellent representation of the values ​​that Amazon provides to its customers.

2. An appropriate choice of style

The choice of style is one of the first decisions you should consider when designing your logo. Here is a brief summary of the five types of logo styles, to help you find your own way.

Wordmarks

A wordmark is a logo that is made up of text only - typically the name of the business. Wordmarks are a perfect choice for businesses just starting out. Since name recognition and awareness are critical to any new business, the total focus of the wordmark IS the business name without additional distractions. Choose a suitable font and colors that match your brand's personality.

Brandmarks

If you can visually represent your brand without using words, through the use of an image or symbol, a brandmark is possibly the right choice for you.

Brandmarks are commonly associated with universally known organizations, which are easily identifiable through only one symbol. Many of today's famous brandmarks started out as combination logos, and "gained" their ability to simply remove the name / text.

Combined brands

A combined brand offers the flexibility to display the name of the company, while incorporating an image or symbol, giving you the opportunity to further explain your story, and make your brand stand out. 56% of the top 100 global companies use blended brands.

Emblems

As a combined brand, emblems incorporate text and an icon or symbol, but usually by designing the logo with text within the symbol. Usually they simulate a badge or seal.

Emblem-style logos tend to be more inflexible, as they are more detailed and the text must fit within the image. If you decide to work with a logo of this type, make sure it is versatile enough, to be clear and visible when you need to reduce its size, such as for prints on promotional products or profile photos.

Lettermarks

Also called initials or monogram logos, lettermarks are a popular choice for brands that need to simplify a long business name, by using an abbreviation form. Since most of the focus is on the letters or initials, lettermarks usually use a more stylized typeface.

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3. The name of your company

A powerful logo will tell the whole story with an image. While some BIG brands may be able to afford to use a brandmark style logo, it is not recommended to use it if you do not already own a world-renowned brand.

Unless your brand is well known (or you have a never-ending marketing budget), your brand name is key when identifying it, and it must be included in your logo design in order to start building connections with your audience. .

Although we are in favor of including the name of your company in your logo, we strongly recommend not including additional text that may complicate the reading of your logo when it is necessary to change its size.

The slogans and addresses of the company or contact information are some of the characteristics that should not be in your logo. There are some situations where this information is appropriate as a separate item, but your logo design should be clear, simple, and should stand out from unnecessary text.

4. A relevant color gamut

Color says a lot about your brand. In fact, studies show that color increases brand recognition by up to 80%. The human mind is programmed to respond to color. Since color has the ability to impact behavior and emotions, the choice of color must be significantly influenced by the preferences of your target audience. By understanding a little about the psychology of color, and how to choose the right colors for your logo, you can highlight some of the key characteristics of your brand and connect with consumers.

An effective logo should have a design that conveys the personality of the brand, a style choice consistent with your identity, your brand name, and a relevant choice of color. Taking the time and choosing the right strategy to make these decisions will pay off in the long run, as it will make your brand identify with the right people, and create a lasting impression.