Logos have always been important; a unique part of a business’ identity, helping customers to recognize the brand and – when a logo is well-designed – providing an insight into the company, what is does, and the value it holds.
As a result of the above, finding the right logo for your business is incredibly important. Here are the “do’s” and “don’ts” of good logo design.
DO… think about your target customers when choosing colors
Colors, and particularly groups of colors, have their own personality; subconsciously signalling something to the onlooker. For example, a logo featuring bright, bold, primary colors will – in the eyes of most – seem childlike, making it suitable for a company that sells toys or school supplies. In contrast, muted or cool shades can suggest elegance and refinement, which would be more suited to an older customer base. The colors you use should always reflect the people you want to notice your logo.
DON’T… include any text but the brand name
Given that a logo is so important to a company’s identity, it’s tempting to include as much information as possible: we’ve all seen logos that add a few words to try and sum up the company and its intentions and values. For a logo, however, any words besides the brand name are unnecessary visual clutter; the McDonalds logo, for example, is instantly recognisable, but it doesn’t include “restaurants” or “food” to make its point.
DO… consider text-only
Typography can be artistic and evocative in and of itself, and the likes of the Pirelli logo have demonstrated that a logo doesn’t necessarily need a mascot, graphics, or specially-created image to be effective. Text-only logos offer a sense of distinction, and a crispness that can be very difficult to replicate when graphics are included.
DON’T… follow the trends
With anything related to art, there will always be trends that come and go, and logos are no different. However, following such trends is problematic; within a few years, the idea of what constitutes an “on-trend” logo will have shifted again, and your logo will look outdated. Your logo should be designed with a long-term outlook in mind; ideally, it should last for the length of your company, as logos need to be recognizable – which can make redesigns very problematic.
DO… show your provisional designs to friends and family
There are thousands (if not millions) of different logos in the world, so it is entirely possible to design something that seems unique to you, but actually isn’t – this is known as accidental or unintentional plagiarism. To avoid this issue, show your early designs to as many friends and family as you can and ask if they recognize it, or if it reminds them of another logo they have seen before.
DON’T… overlook size differences
A good logo is one that will be clear, easy to read, and recognizable regardless of its size. Be particularly cautious to ensure that your logo achieves all of these goals even when it is very small; as a reference point, make sure your logo is still clear when uploaded as a Twitter avatar.
By following the do’s and don’ts above, you should be able to create the perfect logo for your company.