Designing a logo for your company is one of the most imperative parts of creating your brand. It’s an image people think of when they hear the company’s name and most of all it represents you, not just your company but you as the employee. Just like a photo, a logo is worth a million words. From the shape of the logo, the font, and color, you want to make sure your logo is impressive and stands out not only to your customers but in your industry.
Shape
When it comes to the shape, it should be simple and not cluttered. You don’t need too many embellishments like too many ornaments on a Christmas tree; just enough to have it stand out so it grabs someone’s attention. Make sure it is timeless, a classic image that can be used for years to come. Unless your niche market relates to something retro such as a record store or is themed after a movie or era. Think of classic logos such as McDonalds or Apple. These logos have lasted for a reason.
Font
What font is chosen for a logo says a lot about your brand as well, that is if you decide to use words in the logo. Chiller is spooky, Harlow Solid Italic is retro, and Times New Roman is classically used for everything. But these fonts can sometimes be overused (again, Times New Roman) or difficult to read. Be sure to select a font that is easy to read from up close and from a distance.
When choosing a font for your logo, you can begin by deciding whether it should be a serif font with the tails at the end of the letters or sans serif which has no tails. Typically serif fonts are used for printed materials and sans serif is for online media. You could create two different logos according to which type of ad your logo appears in, but then it might confuse people who see your ad. Therefore, it is best to choose one type of font over the other when you create your impressive logo.
Color
When it comes down to color, you need to consider the background, font, and anything in between. There are many different theories as to what colors can mean and each business will select certain colors to stand out in niche markets. Businesses will also select a color to create an emotion that customers find appealing for that product or service. Here are some general ideas on the emotions that colors convey according to psychology research.
- Orange and yellow are optimistic and warm for service sector businesses
- Red is exciting and is often used for restaurants because it stimulates appetite.
- Blue is trustful and calming and very common for communication and technology sectors.
- Soft colors such as pink, purple, and white can be imaginative and calm.
- Silver, Gold, and Black are more reserved colors and are often used for luxurious items.
Research
Before you unveil your brand’s logo to the commercial world, be sure you conduct a thorough research of how your logo does with potential customers. Good market research including surveys and focus groups will help in the long run to help eliminate ineffective logo ideas. Tweak your logo design until you are fully satisfied with it and feel that it will bring your brand attention and success.
Designing the logo for your company should not be taken lightly. Remember, when it comes to an impressive logo, create a logo that is simple, well recognized, and timeless.
Kate Simmons is a freelance writer and blogger who specializes in online marketing, blogging and who follows the work and blog of Starmen USA.