We’ve all seen the woman with the Nike tick eyebrows and if you haven’t, we suggest having a quick Google, because it’s worth a look. While the eyebrows are an unexpected touch, it’s a perfect example of the impact that a distinguishable logo design can have.
There won’t be many people who don’t recognise that iconic swoosh and that, our friends, is how logo design should be done. It’s just one simple stroke of colour, but it unites an international demographic. So what can you do to make sure your brand identity is packing a punch out there in the marketplace?
What are the aims of a business logo?
One of the most important things to realise when designing your logo, is that it’s a branding and marketing tactic, not a piece of abstract art. You’re not trying to knock Picasso off his perch here – you’re trying to summarise your brand identity in one strong visual motif.
Whatever visual you do come up with needs to:
• Communicate who you are and what you do
• Be instantly recognisable as yours
• Set you apart from your competitors
• Have a high impact and be memorable
• Positively manipulate consumer emotion through constructive use of colour, shape and design
Your logo is the face of your business, so you need to ensure that it’s doing it justice whilst remaining loyal to your branding and ethos. Take Amazon’s synonymous logo for example. It uses the brand font along with an arced, orange arrow under the title word. The arrow mimics the shape of a smile, and is also representative of its speedy delivery service.
The orange shade used to create the arrow inspires feeling of happiness and positivity. None of it is done by accident, its all clever design tactics. Which brings us nicely onto…
How to design a company logo
Mastering your logo can be a long, creative process that requires thought, research and industry knowledge. If it’s something you’ve knocked together in ten minutes on Photoshop, you might not quite have it right yet!
Seek out the expertise of a professional
We recommend working with an experienced graphic designer. They will generate high quality imagery that can be used for a number of applications. Whether it’s minute on the corner of a business card or blown up on a billboard ad, your logo needs to send out the right signals.
Don’t create a design based on trends
Aim to create a logo that you consider to be timeless. Being influenced too heavily by current trends might mean that your logo needs updating, which can leave your customers confused and your brand message diluted.
Use your branding as a base to build on
You should already have a clear idea about brand fonts and colours at this point, so make sure you stay true to those. You want your logo to be consistent with all other elements of your business identity.
Digital marketing advice and services are available from our good friends over at Team Organic. They’re a digital marketing agency who specialise in helping businesses stand out, for all the right reasons!
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About The Author
A content writer specialising in business, finance, software, and beyond. I'm a wordsmith with a penchant for puns and making complex subjects accessible. Learn more about Elizabeth.