The design of a logo will have a long-term impact on your business. This is m" >ainly due to the fact that the logo will be tied for a long time, to the perceived image of both your company and the products you are selling. For this reason, the logo design process should not be taken lightly.
It makes no difference whether you are designing a logo yourself or you are working with a team of professional designers. In fact, the basic rules of good logo design are definitely the same and there is little advantage in leveraging a well-known communication firm if your marketing goals are not well-defined. Fortunately, the check list for a successful design is short and the driving requirements are well-defined:
1. OriginalityOriginality is paramount. You really need to design a logo that is substantially different from all the logos that can be found in the same business niche / sector as your company. This is not just a matter of avoiding copyright infringement, in fact a distinctive logo will also help customers remember your company and your product.
2. CreativityCombine different elements to build your brand. Some logos use shapes that are easy to recognize. Some others simply rely on the use of a particular font. Some very successful designs are based just on the definition of a specific color scheme. Of course, the number and the kind of elements to put in your logo strongly depend on many factors, such as the product you are selling, the market segment your company belongs to and even the appearance of the characters that make up your company name.
3. Know your Target AudienceDefine an image that is coherent with your market segment. High-tech logos should include sharp shapes, as their goal is to suggest innovation, speed and accuracy. By contrast, logos of companies that are in the services segment should be based on round and neat elements, in order to communicate a creative and friendly environment. Finally, B2B companies might find it useful to blend in their image elements from both the previous examples.
4. Keep it MinimalYour logo should be clean, memorable and be adaptable to different platforms such as stationery, social media profiles and mobile devices. You should avoid including a lot of information or small details, since they are difficult to notice and could cause a lot of unnecessary clutter both when printing it or when publishing it online. Keep in mind the logo should look great both when on a dark and on a light background. If any text is present, choose a simple, clear font. This will enhance readability and will provide a cleaner and leaner look.
5. PracticalityYour logo should be recognisable in all sizes. If possible, you should use only standard fonts and colors defined in standard palettes. Design your logo with longevity in mind and ensure it is capable of withstanding changing trends.
These 5 simple tips will help you in designing a logo that will perfectly suit the communication needs of your company.
Mike Barbre is a social media professional and technology enthusiast. When he’s not using Intermedia’s Exchange Hosting, he can be found following Intermedia on Twitter and as a fan of Intermedia on Facebook.
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