There’s more to creating your brand’s visual identity than just joining your company initials and placing them in a circle or some other shape. Your company logo is the first point of interaction between your business and the audience; it must be striking enough to create a good first impression.
Your logo is the centrepiece of your brand’s image, and it must create a strong visual representation of your brand for any subsequent branding, marketing or promotion efforts to be fruitful. A good logo design – like Nike or Apple – will help valued customers recognize your products and services without any surrounding text or other details. Here are a few things to consider when designing a logo for your brand.
Simplicity is Key
A simple logo that is easy on the eyes will make it easier for your existing and prospective customers to recognize you. Adding too many striking elements to the design will not only distract the viewer, but also take away from the primary objective of the logo, which is to identify and represent your brand.
Update the Design at the Right Time
It is a good idea to bring your logo up-to-date with a few minor tweaks after a few years of service. The objective is just to make the logo more fitting with the times, so you don’t have to make major changes. Typical logo updates involve using a less cluttered icon or changing the typeface. A logo update is particularly important when rebranding your organization.
Be Creative and Unique
With logo design, you should try to create something that is different from anything else out there, so your brand can be easily distinguished from your rivals. Find an out-of-the-box design instead of simply using an industry icon for your logo. For instance, Apple’s logo is not a computer, and Virgin Atlantic’s logo is not an airplane.
- Design with your Audience in Mind
Note down what you want your target audience to see or feel when they think of your brand, because that is what the logo needs to express. Identify the personality of your brand – mood driven, utility driven, contemporary – and tell its history in the logo. This will also help you determine the most appropriate colour for your logo. For instance, Wikipedia’s logo is an unfinished globe comprising puzzle pieces with glyphs from a range of writing systems, while Apple’s logo is an apple missing a ‘byte.’ Simple but clever.
When designing a logo for your brand, you should not expect it to become an instant hit with your market. It took time for the iconic logos – FUBU, Puma, Adidas, etc. – to become popular. The success of your logo will also depend on the success of your product, and your niche. So don’t make hasty changes to your logo design because it did not immediately get the response you expected.