A logo is the encapsulation of your company or organization’s overall culture and vision. It is the one piece of design that is going to be most present to represent the organization and all it stands for. Now, creating a layout might be daunting, but there are vital factors that make a logo design great.
In this post, we’ll discuss how you can create great looking logos that are representative of your company and its values.
1. Simple but Elegant
There is an adage in design and all facets of life: “Less is more.” The same applies to your logo design—you need to be able to communicate all your ideas in the simplest way possible. A clean look makes the logo understandable to the ordinary observer. From the perspective of aesthetics, it makes the logo easier on the eyes and clean logos usually look more professional than cluttered ones.
In sales, you’re supposed to be able to complete your pitch in eight seconds, but in logo design, all you have is a simple glance from the viewer. Within that time frame of a simple glance, you are supposed to convey an entire story. Thus, it helps if the logo is simple.
2. Colors Make Up Most of the Personality
The color scheme that you use in the branding is also reflected in your logo design, and the great thing about color is that you can convey the psychology behind the design. Color psychology is the study of how colors have a personality that leaves an impact on the emotions and perception of the viewer.
For example, notice how alternative energy companies or grocers use green. The color green gives you a feeling of growth or something suggestive of the earth.
Another thing to consider is the intensity of the colors. A bolder color scheme is indicative of a company that grabs your attention—and it can do so with its color choices. However, going for a softer color approach is characteristic of sophistication and sometimes even complexity.
3. It Has to Tell a Story
There are a couple of elements to a logo, usually, the name of the company and a design that represents it. However, the logo has to tell a story through a combination of both. It could be a subliminal or muted theme of the culture of the company. It could be symbolic like an arrow that indicates movement or a globe that signifies an international presence. Just remember that your logo can affect the success of your business.
Also, take note of the nature of the design. A sharper no-frills logo indicates professionalism. A peculiar or quirkier design shows the end-user that the company is different and fun. Images that are on the logo can represent either the values of the organization or the profession that is represented. Notice how companies that do remodeling have a paintbrush to show you that they can do paint jobs. Some contractors or architects have a silhouette of a house in the background because they deal with building and design, respectively.
These little elements are designed to show you what a company does and what it believes in.
4. Scalability is a Major Consideration
Think big—literally. There are some designs that look great when they’re small, like on your website, but once you blow the sizing up to the size of a billboard, for instance, the design starts looking a little off. Whenever a logo is designed, scalability is one of the factors that should be considered. It has to look great in any size because a logo should have the ability to be used anywhere.
5. Its Design Factors Can be Broken Down
One of the best examples of this is Adidas. The three stripes come in multiple variations because its design factors can be broken down. For example, they can show branding vertically through the three stripes, or they can also make use of a more horizontal design with their primary logo. It will still look clean regardless, and people will still recognize the brand because it is a different iteration of the same familiar design elements.
You have to take this into account when your logo is being designed. How will it look like on your marketing materials—and even stationery—and can you incorporate different elements of your overall branding from your logo to the different places where you want your logo to be visible?
The hallmark of excellent logo design is its functionality and its character. It will allow the people who see it to know company’s story at a glance. By being able to meet these requirements in the least possible strokes, your brand and your vision are properly encapsulated.