It is critical to understand the difference between a logo and a brand. If a brand is the house, your logo is the front door. The logo is the single touch point that your customer walks through every time they visit your product.
A logo design and branding company should know that a strong logo is a key element to a successful brand. Your brand is who you are and what you stand for. It is what makes people love, trust and want to be your biggest fans. Your logo is the introduction to this idea. It is what makes them want to wear it or have it in their car. When they see it, they know they can trust you. Your logo tells the story of your brand in its simplest format.
Eight things that make a great logo for your brand
1. Make sure that every part of your logo is proprietary. This means that the font used and the mark or graphic are totally custom. Never use stock fonts on your logo or a piece of clipart. Each letter should ﬁt together perfectly and should be absolutely yours. This mark speaks of who you are and you don’t want to be a copy of someone else.
2. Make sure your logo is simple and easy to read. This mark will go on everything you do. It should be easy to read from a distance to build brand equity and draw people into your message and promise. Stand back from your computer 5-10 yards. Can you still read it and see the detail? If it is on a vehicle, can you make out the message and meaning from a block away? If not, you have too much detail.
3. Consider name fonts carefully. Should they be all caps to give strength or show solidity? Should you use upper and lower case to show friendliness or approachability? Know exactly what you are trying to communicate. Make sure the simple forms of your type portray that message. Letter forms should ﬁt together and have the right leading and spacing. Make sure the fonts read well when the logo is only a half inch wide or 10 feet wide.
4. Your mark should tell a story about who you are and what you believe in. Your sales staff should be able to use your logo to talk about the message. What emotions drive your customers? Your brand should speak to that emotion. Great logos do.
5. Make sure your logo has a proper signature area around them. A signature is the sacred space around your logo or mark. Nothing comes into this space. The signature is as much a part of your logo as the mark or logotype and should never be invaded. What you don’t see is as important as what you do see.
6. The color of your logo, or mark, is as critical as the type and graphics. Colors tell a great deal about what you stand for. If you are a bank and you want to be solid, trustworthy and ﬁrm, bright yellow or pink might not communicate that message to your clients. Your brand is never just a single color. The development of a color pallet is critical. Your logo must also be able to work in black and white, two colors, etc. A good design takes all of this into consideration.
7. Sensory perception is vital. This is the way your logo feels in your hands and in your mind. How does it feel? What texture is it? How much does it weigh? How does it move? What does it sound like? What does it smell like? In today’s digital world of social media, how social is your logo going to be? These questions must be considered when designing your logo.
8. Never be afraid to put your new logo or initial logo concepts up in front of your exact customer. Ask them what they feel when they see it. Give them a list of traits that are important and see what concepts they choose that best portray the same traits. What emotions do you want them to feel? Have them rate that emotion when they see your logo. Remember that you and your customer are different. What you think as a 45 year old male administer might have nothing to do with what a 35 year old female customer thinks. If you don’t have the conﬁdence to ask your customer, you probably don’t have the right answer.
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