An organization’s logo does more than just a design symbol for the company; rather, it symbolizes what the company stands for and the culture that it wants to project to other people.
But what makes an excellent logo?
In this short guide, we’ll take a look at the considerations that you have to make when designing a logo for your organization or company.
Pick a Suitable Theme
Whether you’ve hired yourself a professional logo designer or you’re using a free logo maker, the first thing you need to consider is the theme of the logo. This planning stage encompasses figuring out what kind of design style will suit the logo based on the nature of the organization.
For example, a professional company or a new LLC business might choose to go with more neutral colors and more sophisticated design, while a youthful company with a younger clientele might choose something colorful. Dependent on what your organization is aiming for, so shall your design be. It’s an important step to identify your brand first so think carefully or get help from a creative branding agency.
At this stage, you should also decide if you want an abstract symbol to represent your company. It could be some form of imagery, stylized text or something completely abstract that is symbolic of the company’s vision.
Don’t overlook this part due to the fact that your logo directly correlates with the public’s perception of your company. There is a lot that can be said about a company given its logo.
Consider the Right Colors
A lot goes into color psychology in its usage within a logo. Each color allows you to represent a particular emotion, and you can even draw out certain emotions from the people viewing your logo as well.
For example, if yellow can draw out the youthful vigor of a company, neutral colors like blacks and grays can make it seem more professional.
Colors are some of the most important aspects of any organization’s image, and through it, you can convey the emotions that an organization wants to show to their shareholders and customers. However, the combination also plays a part in improving the creativity and design of a logo. Some logo makers allow you to preview your logo in several color variations which can help you visualize the brand.
The right colors are also great to streamline with your company website because it allows for certain aspects of color psychology to be integrated with the site’s overall user interface (UI), as well as enhance the user experience (UX) it can provide visitors. This can lead to conversion rate optimization.
Choose Typography Carefully
The font that you will be using on your logo – most logos feature some form of text – will be essential to find out what kind of image you would want to project following the theme.
Serif fonts make a company feel more classic and professional, while cleaner Sans Serif fonts can bring out a form of sophistication. It is crucial to get the font of the logo down before sketches are made if the organization uses a particular font for all its correspondence that can also be incorporated in the logo design.
Don’t Forget Scalability
Whether the logo is shrunk for use on a business card or enlarged for a billboard, it still has to be recognizable and clear. There is a tendency to put in too many details into a logo that most of it is unclear when a design is shrunk down. A logo will have many uses and will be present in different forms. You can simplify your design process by being able to produce a logo that can be shrunk or blown-up and still retain its recognizability.
Scalability affects the UX of the logo because you are catering to a customer base that wants to be able to interact with your company. You can’t do that with your branding unless your logo is scalable.
Maximize Simplicity and Versatility
Your logo has to be produced in different mediums, so it has to be simple for it to be recognizable. What you can do is incorporate all complicated parts of the design and strip it down to its bare essentials to simplify it.
Also, consider what a black-and-white version of your logo will look like or its different iterations to be used in various forms of media.
The market psychology behind this is that memorability sells—people want brands that they can rely on and feel safe with. By using a simple and versatile logo, you increase their retention of the logo’s image in their minds.
After deciding on the preliminary themes and colors of the logo, it’s time to determine the next barrage of designs that you need or the sketches of the logo that you will be using. In this stage, you will want to be able to create different variations of the logo and have them viewed by a panel.
You will need a fresh set of eyes to check out what suits the company or find a UX design consultant that helps you do it.
The sketches can either be made by hand or designed straight from a software. Once these are approved, final drafts can be made and mockups of what the logo will look like can be placed on different forms of stationery.
As you will find, there are a lot of things to consider before getting to the drawing board, and most of the work is centered around what you should do before sketching. It is only through careful consideration that great logo designs have been made.
Apart from the main logo for your business, you should convert it to other forms as a favicon, black-and-white logo, minimized logo, … Therefore, make sure the consistency of your logo in any form.
Remember, a logo isn’t just a piece of design to represent your company. It’s one of the timeless pieces that your organization will use from now until the future. Ensure that your logo is professional, scalable, and memorable.