Look around you and you’d be surprised at how easily you could recognize and remember brands simply by seeing those powerful images that in essence represent their identities: the logo. From the fonts and colors used to the shapes and images carefully incorporated in each seal, these corporate identity badges leave a mark in every consumer’s mind, facilitating better memory and recall.
Not all logos, though, have that much power to create such deep mark and impact. Others – those considered as unsuccessful – are usually too confused or too cluttered to be able to create “one identity”, or too weak to be able to leave a mark. Some are regretfully guilty of both.
Creating an effective logo design that best captivates people’s attention and sticks to their minds takes some careful planning, execution and tests. With all the thousands of brands out there, and the millions of images and visuals that people are exposed to in their lives, it’s quite hard to catch attention, and even harder to be remembered. So to get you that one logo that effectively glues your brand to consumers’ consciousness, here are some tips and tricks that you have to consider.
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1. Keep it simple.
In case you haven’t noticed, most of the most successful and lasting logos are not as elaborate as some people think logos should be. The simpler a logo design is, the easier it is to describe, remember, use even without color and scale to various sizes.
Recommended: Four Things to Consider When Designing A LogoAlso, too irregular shapes or designs would be too hard to incorporate with other content in other logo-containing materials such as company documents and publicity materials.
2. Don’t use canned images.
No clip art, no photos from the Internet, no ready-made images or shapes – especially those that are even copyrighted or trademarked. For one, it’s hard to establish or create your identity using something that already has an identity of its own.
Second, it shows the works of an amateur and copycat. If you really need to have an image or picture in your logo, enlist the help of one who is good in drawing or graphic design.
3. Use bold, solid shapes or images without much detail.
Intricate drawings with fine lines and patterns are fine and nice to look at, but the problem comes out when you try to scale them to very small sizes or use them without color.
Bold and solid shapes are more easily recognizable whatever the size or however far the image is.
4. Don’t choose too many colors.
One of the tricks of branding is getting just a color or two – three at the most – to make it easier to remember and associate with your brand. Also, in choosing colors, it is better not to use too many hues so your logo could be easily used even in black and white (for letterheads, invoices, faxes, etc.).
5. Use a distinct font.
Think Harry Potter, Star Wars, Coca-Cola and Walt Disney. Even without the actual logos, their fonts alone would remind you of their brand. Their unique lettering adds up in building their brands own identity such that even if you just use their font to spell out other words or sentences, you’d still recognize, that’s a Harry Potter font.
Recommended: 20 Revealing Fonts Used in Logo of Popular Websites
6. Do away from excessive effects – gradients, shadows, reflections, etc.
As mentioned earlier, the simpler, the better.
7. Don’t go too far from your brand.
Yes, the logo helps create your brand. But it also has to remain true to your product or company. Don’t use images or designs that are too far from or don’t seem to have anything to do with your business or product.
8. Experiment and Evaluate
Make various sketches and samples. Try out different styles and shapes. Test out which ones are most effective by conducting experiments on your family and friends. Get inspiration from anything. Just remember to keep the uniqueness and originality.
Recommended: Logo Design Process: 10 Best Revealing Examples
9. Design something that you really like.
Once you’ve finalized your logo, you will have to stick with it until your product or company decides to either change its branding or disappear from the market totally. You will be using this logo in all your materials for branding, publicity and official correspondence. Thus, make sure to come up with something you won’t regret.
10. Responsive Logo Design
Once you’ve finalized your logo and gotten approval to use it for the product or company’s official branding, make files or versions that are compatible with various media and platforms as well as different screen sizes especially now that responsive web design is the latest trend.
Stock up high resolution files that can be used for anything, be it videos, billboards or tarpaulins. Create versions for full color and black and white materials. Make sure the colors can’t be altered and the logo is still just as recognizable in color and in black and white.
One Final Thought
Finally, learn from other people’s mistakes and take inspiration from other people’s success. Check out the most and even the least successful logos, see what made them succeed or fail, and draw out your own success keeping all those lessons in mind.