The human mind is quick to judge, especially if it’s something visual. Don’t deny it! How many times have you thought to yourself “That sign is hard to read” or “I don’t like those colors paired together” or “I’m not sure what that symbol is”?
Don’t worry, your judgements are valid in this case! If that visual message isn’t being communicated to you with ease, there’s a good chance it’s not being communicated very well to the masses either. This is why having a strong logo is an important aspect for your business.
In the design world, there are many elements that go into the creation of a strong logo, but for simplicity sake we narrowed it down to just a few basic elements, here are the Basic Elements of Strong Logo Design.
1) Your logo quickly tells your audience who you are and what you do.
Did you know your logo has less than a second to make its first impression on your audience? That’s right. That’s why your logo has to be visually easy to understand. And what does that mean? This means that your symbols should be recognizable, your text legible, and your color choices visually appealing.
Keep It Super Simple, is a familiar saying in logo design that can apply in multiple ways. If your current “logo” contains a photographic image, then it’s time to rethink it. We can often use a photo for inspiration in the creation of your logo but photos themselves should not be used in logos. A logo can contain a simple symbol that embodies what the company does or stands for. When designing your logo, also focus on the primary idea that your logo will build brand identification for your business. Too much styling in your logo can take away the message you’re trying to send to your audience.
Stylized vs. Simple
Let me ask you a question, which logos are the most memorable in your mind? No doubt several logos have become iconic for their industry. What about when I say French fries? There’s no doubt that McDonald’s golden arches were the first thing you thought of.
Good Vs. Bad
2) Your logo is versatile.
It’s important that your logo can be placed almost anywhere: on a tshirt, your window, your website, your social media, your storefront, a letterhead, a billboard, on a poster, you name it. That’s why it’s important to have these variations of your logo available for output:
Another important aspect of versatility for your logo is the amount of file formats are available for your logo. If you are assessing your current logo file formats and you only have a .jpeg available, then there’s a problem. Logos should be designed as vector art to give you versatility. You need a logo that looks good on a billboard and on a computer screen, and both of those require different file types.
Your logo will need to work in a variety of settings. Something else to think about when getting your logo designed/redesigned is having a horizontal version and a vertical version. You will need your logo to fit in different places, so having a way for it to fit in more than one type of space assures that your logo has greater potential to promote your business and build brand awareness.
Horizontal and Vertical Versions
3) Start with a strong logo but know that all logos evolve over time.
I’m sure you’ve noticed that some of the oldest and best logos have kept up with the ages. While we do not recommend dramatic changes to your logo, logos do evolve and change over time. As we think about alternative uses for them and how they must work for the business, they too must flex and change to work in our modern age. I’m sure that early marketing folks for Coca-Cola and Wal-Mart were not even thinking about how computer screens could change the use of their logos in the 1960s. Some of the best examples of this is Coca-Cola, Apple, and Walmart.
This isn’t saying that you need a brand update every single year, logo changes are expensive and should be managed with care. Make your logo work for you, if you have the same logo as you did the day you opened your doors, chances are you might need to tweak your logo a little for the modern era. The best logos out there have adapted and changed with the times and give the business a refreshed feel.
There are vast considerations to be made before creating your logo. We hope this will give you a starting point for creating a logo for your business. If you would like to dive deeper and discuss your logo further, give us a shout.