You’re just getting started with a new business. You have a great idea, a place to start and are solving a problem. But you need business cards and a website and collateral… wait. All of that stuff needs a logo. Let’s start there.
Here are our tips on creating a great logo. BTW, we love making logos. If you are feeling stuck, say hi!
Find Your Brand Identity:
Start by defining your brand in two or three words. Be as specific as you can. When you get to the answer write it down and stick to it. Focus on what makes your company different from your competitors.
For example your brand might: empower women or offer stable financial futures or supply quirky flavors.
This brand definition will shape many of the other choices you make in regards to your logo and marketing materials.
The logo for PQL, a quirky pottery company is based on the artists' signature, thus creating brand identity from her pieces to her logo.
You’re opening a bakery, that doesn’t mean that your logo needs to be a cupcake. Logos need to be memorable and don’t have to tie directly to what you do.
“The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer,” says David Airey of Logo Design Love.
Logos should stand out and be distinguishable from other similar businesses. Think outside of the box and create something to match your brand’s personality rather than what you offer.
We used the TB from Team Briz to form an abstract building for this real estate logo.
Choose Colors Wisely:
Colors choice is crucial to create an engaging logo. Remember, black and white are colors too. Brands such as Nike, Apple and Toyota have done well with single color logos. Remember, if you don’t love your logo in black and white, you won’t love it in color.
There is a lot of psychology behind colors. Here are some common color associations to consider:
-Red: energetic, bold
-Orange: unique, youthful, creative
-Yellow: happy, bright, inventive
-Green: natural, growth
-Blue: professional, calm, trustworthy
-Purple: wise, royalty, evocative
-Black: credible, powerful, simple
-White: clean, pure, peace
-Pink: young, fun
-Brown: historical, earthy, rural
Pick colors that reflect the personality behind you and your business. But, don’t go over the top with color choices, less is more.
The logo we created for Lexington Avenue, an online boutique, uses pink to match their fun and creative product line.
Don’t Follow Cliches:
It’s easy to get caught up with trends. Don’t jump on board and create a logo that looks like everyone else (and that will be outdated in just a few years). Remember your logo is the face of your brand, you want to look like you, not like the masses.
Quinn Corp is a real estate company and their logo doesn't feature a house. This helps the company stand out from other real estate companies and stay true to their brand.
Tailor to Your Audience:
Toys R Us is a great example of a logo designed for an audience. It is fun and childish. This design is ideal for a company that sells toys, but would not be appropriate for a financial firm. Be cautious of who your audience is and aim to gain their attention.
IDR is an app to help patients remember to take their pills and make it to their follow up appointments. The simplicity of the logo appeals to users who are looking to simplify their lives.
Know the Story:
Did you know that BMWs logo is an airplane propeller? Apple’s logo is missing a “byte.” Having a story behind your logo is a great way to engage customers.
Gwendolyn's Bakery is named after the owners' grandmother. The logo, featuring her mom's handwriting, helps to tell the story of the family-focused business.
Keep it Simple:
Your logo will be on almost everything that is associated with your company, this means that it needs to be able to translate from a business card to your website to a large banner. The best way for your logo to look great everywhere is to keep it simple. Complicated logos are harder to recognize and are less engaging.
The Choir logo is crisp and simple. It can easily be translated from digital to print, large to small.
Logos seem simple but aren’t as easy as they appear to be. Take your time in designing your logo. Ensure it matches with the brand you are building. Be specific about what you are building and focus on creating a recognizable seal for everything your business creates. Remember, your logo will be with your business for a long time.