When cultivating a new brand, most designer’s and marketers think alike and start at the same place, The Logo. The reason we all do is so simple, the logo is the brands visible facing identity, and the business has 100% control over the logo design. In a world where first impressions mean everything and countless competitors for any business can be found online – you need to make a striking first impression. Let’s talk about 5 great tips to consider when creating your new logo design (+ 1 bonus tip!)
- Design your logo for your ideal persona
This tip might seem simple, but don’t leap over the importance of your persona. Your logo design should be tailored to speak your brand’s language and show your company culture. Perfect logo design will make your customers feel as you fit them like a glove, and you “just get” their problems. Make sure that you take the time to develop a detailed persona and demographics before you get into your logo design. By doing this, you ensure that you can really dive deep into the mind and lifestyle of your ideal customer ultimately making your logo design just that much more effective in working for your brand. Keep in mind that what your selling should play a significant role too! For example, the bold and boxy design you might use for your whitewater rafting company likely will be very different from the scripty and flowing design from your hair salon and well you get the picture.
- Make sure your design translates well
To be clear, we are not talking about different languages here – we are talking about a medium in which your logo design is delivered. Your logo design should easily be recognized and digested even when presented in different ways. From your business card to your website and everywhere in-between the ultimate goal is for your logo design to stay consistent with your overall brand design and make sure that the design doesn’t become awkward when scaled up to a giant billboard or down to an ink pen. Our recommendation is to avoid overly complicated logo design details that will be lost when scaled down.
- Color’s matter Like a lot!
So we all know that stop signs red because they’re eye-popping, but how much thought have you put into your brands color design and how that fits in with the logo design? Even with the same logo design, a simple shift in color can make a world of difference in how it is perceived. From color schemes such as Complementary and Triadic to prospect reactions to different shades of blue your logo design’s color plays a much more significant role than you may have once thought. Blue’s and Green’s tend to communicate trust and wealth, so they are great for large purchases and time investments like banks or airlines. When you take a look at warmer colors, they communicate motivation, motivation, and energy which play better with gyms, and entertainment.
- Don’t skimp on font selection
Seriously, your font is crucial to your logo design, and this can not be stressed enough! Your font choices will absolutely make or break any logo design (& all design projects for that matter). That being said, with so many font options out there, many being available from free sources (Dafont.com, Fontsquirrel.com, and LostType.com to name a few) it might be confusing to determine where to start. We recommend starting simple and adding complexity vs. the other way around. Try some default fonts and see what makes sense for your business and think about your personas then head out on the web and begin searching for something a little more unique that might have the power to set your logo design apart from other competitors.
- Do some real-world testing
Logo’s life and breathe with your brand – and that means everything in marketing, operations, even Legal! As times go on you will find your logo in so many more places than a website, and your business cards so do some real-world testing on your logo. Print it out and try to stick it on some things you might see it in the future like on mugs, documents, even your company checks to make sure it still makes sense when it is in the context that your business will be using it in.
- Decide on Text Vs. Icons
One of the first things I like to do is decide if I want to have an icon-heavy logo (like Apple) or a text-heavy one (like Wal-Mart). This will help get the creative juices flowing and give a specific direction to your creativity vs. designing irrelevant logo designs that will never see another revision.
Whether you are a new startup on rebranding your family law firm, logo design is a crucial part of your brand’s interaction with the outward facing market. Make sure the invest the time into your brand and you will definitely see the return for years to come from your well-executed logo design.