Have you ever walked down a busy street, and something catches your eye? It may have been a familiar image or logo, and you knew which company it represents exactly.
It can be incredible how a simple design can speak volumes. That’s the power of a logo — it’s much more than something pretty to look at. In fact, it’s the face of a brand, a visual cue that tells you about a company without saying a single word.
A good logo defines a brand, making it instantly recognizable and memorable. So, if you’re ready to create a logo that aligns with your brand, follow these tips for success.
What Is a Brand Identity?
What lies at the heart of your brand is its identity. It’s what sets your brand apart in a sea of other businesses. Brand identity consists of various elements:
- Purpose: Why the brand exists.
- Values: What the brand stands for.
- Personality: How the brand is perceived.
- Voice: How the brand communicates.
These elements together define how a brand presents itself to the world. Additionally, each piece should align to create a consistent image that resonates with your target audience. Yet, where does the logo fit into all of this?
A logo acts as a visual shorthand for your brand identity. It’s a tool that embodies your brand’s identity in a single design. Think of it as a mirror, reflecting who you are as a brand. When people see your logo, they should get a feel for what your brand is all about.
Therefore, a logo’s purpose is more than about looking good. It should bring your brand to life by telling a story in a way that connects with people.
The Basics of Logo Design
A good logo should make a positive first impression on customers. When creating a logo, you should ensure it incorporates several crucial elements:
When making a logo, it can be easy to think it needs to be complex. However, the best logos ensure they’re easily recognizable by including only a few elements. The more simple your logo is, the more memorable it becomes. Yet, a simple logo can have unique features so that it sticks into people’s minds.
Think of Nike’s logo. The iconic swoosh represents the wing of the Greek goddess of victory. While the sportswear company maintains simplicity in its logo’s design, it still has a unique aspect that people have recognized and remembered over the years.
Additionally, your logo should be adaptable so it can be of use in different contexts. For instance, your logo should be able to fit on a business card or billboard without losing its impact.
Lastly, a good logo design should be timeless. This means that it should remain effective and relevant even as trends change. Consider what’s trending today. Using a logo with funky typography could become outdated in the near future.
Popular Types of Logos
There are several types of logos, each with its own strengths:
- Wordmarks or logotypes: Made entirely of text and are great for brand name recognition.
- Pictorial marks: These are symbolic, graphic icons that represent a real-world object. These logos work well once you have a well-established brand.
- Abstract: Uses geometric forms to represent your business and evoke the right message and emotion. These are ideal for conveying what your brand does at a glance.
- Combination marks: Blends text and image, making them suitable for various contexts.
- Emblems: Encases the brand name within the design, perfect for creating a classic, sturdy image.
The right type depends on your brand, goals and identity, so choose wisely.
How To Create a Logo That Defines Your Brand
When creating a logo, you want to be sure it’s done well. Follow these steps to ensure you make a logo the right way.
1. Start With Research
Before diving into your logo’s design, it’s essential to get into a bit of research. Start by digging into information about your industry, target audience and competitors. Look for trends, but also see how you can differentiate yourself. Go deeper by understanding the “why” behind your logo.
Knowing what your audience connects with and what sets you apart from the competition is how you create a solid logo design.
2. Define Your Brand Identity
A good logo design conveys the brand’s personality. So, understanding your brand’s main character is the next step in logo creation. To start, ask yourself what makes your brand unique.
Understand why you started your business and what values you hold as a company. For instance, maybe your company values sustainability. To uphold this value, you believe it should sell the highest quality products to overturn waste.
Consider using three words to express your brand and what three words you would want your customers to describe you.
3. Translate Value into Visuals
Once you understand who your brand is, the next step is to take its values and message and turn them into visuals. Colors, shapes and fonts all tie into your brand’s personality. Be sure to choose elements that align with it.
Picking these elements can be overwhelming, as many come into play. Instead of endless searching, consider choosing an aesthetic that’s right for your brand. For example, a fun and youthful brand might opt for bright colors and quirky fonts. Meanwhile, a luxury brand would choose muted colors and sophisticated fonts.
The choice is up to you in what you consider is right for your brand.
4. Weigh Your Options
When you have it down to a few choices, remember the golden rules of logo design. It should be simple, versatile and timeless so your logo fits seamlessly.
Start weighing your options by asking whether they fit within these characteristics. Is it simple enough to be memorable? Does it work across various mediums, and will it still be effective even as trends pass? Keeping the bigger picture in mind will make it easy to understand what works best.
Create a Logo That Seals Your Brand
You know by now that a logo is more than an attractive design. It’s a visual representation of your brand. It embodies its purpose, communicates its values, and aligns with its personality.
Create a logo that defines your brand. Remember that it should have the power to connect with people and share an unforgettable story. When you keep these things in mind, you can design a logo ready for the world to see.
About The Author
Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her re-reading the Harry Potter series, burning calories at a local Zumba class, or hanging out with her dogs, Bear and Lucy.