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10 Tips when designing a logo
So you are wanting to design a logo for your business, product or service?
If you think designing a logo design is an easy process, then think again.
To begin with, a logo is not colours, fonts and fancy lines put together. A logo is a brand’s identity, to the extent that a logo is more identifiable than the brand’s name! For an element of your business that is so important, the design process requires consideration, creative input from a design agency, and planning and is not something you can sit down and scribble on the back of a beer mat or piece of paper.
So how do you create a logo design or brand identity?
Let us attempt to answer this question for you. We’ll talk about things you should do while designing a logo, while highlighting things you shouldn’t.
Our tips when designing a logo.
1) Keep it Simple
A logo should be easily identifiable! If it is then most of the time it won’t even require a caption or the name of the company. Consider Adidas or McDonalds. The moment we come in to contact with either of these brands and look at them we know who they are. Either can use their logos on on a poster, billboard or a leaflet without using their brand name and we still will not be confused about the brand’s identity.
2) Be Flexible
Being flexible goes a long way in making a logo design popular. If your logo design looks great on a business card, but horrible on a Tshirt, it will never achieve popularity amongst your audience and target market. Further more, if your logo is a slave to a set colour scheme, it cannot be called a good logo either — what this means is that a logo should look good even if it is displayed in black and white.
Take a look at Apple’s logo, for instance, that can look good in whatever colour scheme.
3) Be Unique
A logo must be identifiable if it is to rise to prominence as a brand’s identity. Again, let us turn to Apple’s logo. Before the iMac, iPad or the iPhone an apple was identified as a round fruit of a tree which typically had a thin red or green skin and crisp flesh that was good for you to eat and delicious in taste.
As you can see, a minor change has transformed an otherwise dull apple into one of the most iconic logo images around the world today! This is how one achieves uniqueness: instead of trying too hard, the aim is to think out-of-the-box, and bring mundane objects into the mold of uniqueness if they resemble your business and to achieve this will be a real test of your creative design agencies abilities.
4) Be Meaningful.
Every logo has a story to tell. If you only view a logo as a piece of artwork or a pattern of lines and text, you will not be able to unravel the deeper meaning behind the logo. A good logo ideally has two stories to tell: (1) the obvious one, and (2) the hidden one.
If you can show your clients that the logo you have designed is not simply a shallow piece of artwork but has a story behind it then they will love it and remember it, even if it is something simple.
5) Be Dynamic
Having the flexibility to adapt your logo will go a long way in helping you succeed. The idea is your new logo will be around for a long time as your business grows. This is why your logo should be dynamic and not static. Being static leaves no room for improvement as your business grows. Being dynamic will allow you the flexibly to adapt and make subtle changes to your logo without having to start from scratch.
Things you should not do when designing a logo
1) Do not underestimate colours
Colours in your logo design forms the soul of any visual representation. Some designers often tend to overlook the importance of colours. Colours have the power to affect both emotions and feeling. Your choice of colour in your logo design should be made on the basis of your target market. It is important when choosing colours for your logo that you carefully consider the age, gender and cultural orientations of your audience, and pair it with your creative ideas.
2) Do not be to creative
Creativity is a wonderful thing. It allows you to experiment and come up with big ideas for your logo. But remember point (1) in our tips for designing a logo: Keep it Simple.
Your creative abilities are limitless, but their practical usage is often a victim of the creative possibilities that are provided by a given product or service. To much experimentation can result in a logo that is gorgeous to look at but is not identifiable with the company itself. Remember, a logo is not an art masterpiece it’s an icon that is easy identifiable and has a meaning.
Rather than being over creative you should aim to make the logo both identifiable and easily associated with the brand. Your logo design should be something that your customers can identify and the company can ‘own’. If you can accomplish that, your logo design is a success, irrespective of it being generic or creative.
3) Do not underestimate custom typography.
Nothing can beat a gorgeous font, and since there are thousands of them for you to choose from, your design agency will just have to decide which one to use.
The first part, yes, we’d agree a beautiful font is worth its weight in gold, but the second part, no, you don’t have to always rely on fonts that are their to be purchased and used.
When it comes to logo design, your typeface should be unique to your business. A bespoke hand-drawn typeface is way better than most fonts available out there. If nothing else having a bespoke unique font will keep the design plagiarists at bay, because if it is an off the shelf typeface, once your font is discovered, your logo will be ripped off.
Also if you invest in a custom lettering it will be far more identifiable in a logo than a font that you purchased. Anyone familiar with Coca-Cola? The distinctive logo is recognised the world over on Coca‑Cola adverts, bottles and cans – but has undergone a few changes over the last century and a quarter. The beauty of a custom fonts has allowed Coca-Cola to remain unique while undergoing changed over the years.
4) Do not be Predictable
Make sure when designing a logo it’s appealing to look at and tells a story, but ensure when your audience first come into contact with your logo it s conveys the brand’s identity. Nothing too loud that it is too predictable i.e if you sell baths don’t just simply show a tap or even worse a bath as your competition may follow suit or have used a similar image already as it is predictable.
5) Do not be Cliché
When it comes to logo design, it pays to be unique. Logo design, just like any other form of design has its own share of trends which keep falling in favor and out of favor over time. It makes sense to steer clear of cliches and give your clients the unique logo that they expect from your business.
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Need further tips when designing a logo? Then Leeds design agency Marked Perception are here to help, please get in touch with our team on +44 (0) 113 394 4522 or get it touch via the contact form below.
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