A logo is an integral part of your organization’s brand. There’s more to a logo than just the visual appeal; research has shown that consumers make pivotal decisions on a product or company just on the basis of the logo. That’s why it’s important that you create a logo that will resonate with your target audience and meaningfully represent your brand. The following are four things you need to keep in mind.
1. Know Your Audience
Different audiences will be attracted to different textures, designs and typography. For example, the Toys ‘R’ Us logo is aimed at kids hence the playful, bubbly and bright feel as well as the use of multiple contrasting colors and leaning unequal-sized letters.
On the other hand, Citibank’s logo has a more simplistic, mature feel as is appropriate when targeting business professionals. Knowing your ideal customer will help you choose the best design for your logo.
Source: Toys ‘R’ Us, Citi.com
2. Organization Motto
If you do not already have an organizational motto or ethos before creating the logo, it’s probably best that you start to think about one. Remember that in many instances when customers come across your motto, it will likely be sitting beside the logo. You therefore want a logo that is internally consistent with your business slogans.
The logo should be a compact visual representation of the company’s short, medium and long term goals. Neither a logo nor a motto is ever cast in stone; they can and do evolve over time. Still, you want to make every effort to get both right (or almost right) the first time.
3. Color Preference and System Flexibility
Marketers have long understood that colors have an impact on the perception and mood of an audience. Certain colors carry particular connotations. For instance, it is no accident that the logos of many banks and financial services organizations are completely or partly blue. Blue evokes tranquility, depth, trustworthiness and dependability. Choose logo colors that have a positive psychological impact on your brand.
Another key consideration when choosing colors is system flexibility. In the past, logos had colors selected from the Pantomine Matching System (PMS) for offset printing. Today, it is no longer necessary to assign PMS codes to logo colors.
Many businesses have found it more efficient to have their logos digitally printed in CMYK or Hex coded colors. Yet, consistency is still important. Ergo, you should still know your logo’s PMS reference number in order to ensure all your brochures, cards, signage and other branded items look the same. You can use a logo color picker for this.
First impressions count. Your logo is one of the first aspects of your business that people will encounter. Is your design clean and straightforward? Can anyone seeing your logo instantly make out the images and words on it? Or is the logo chaotic and cluttered?
Complexity and needless ambiguity is always bad for business; logos are no exception. Simplicity is the ultimate sophistication. You want to do enough but never too much. For example, monochromatic designs can be pretty iconic.
Do not embed current pop culture symbols. Not only will they look unoriginal and introduce the risk of copyright violation but they also tend to fall out of fashion quickly. Simpler designs that are relevant to the now while staying distinct typically have a longer shelf life. They are also easier to tweak in future if there’s need for them to remain fresh and modern.
By taking into consideration the above factors, you will have more specific building blocks for your logo and save time on rework. Carry out detailed research and develop a well thought out plan and you will be firmly on the path to creating a logo that will help drive your business.