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Business Logo Design
Company Logo Design Tips
“Logos are a graphic extension of the internal realties of a company” Saul Bass, branding expert says it all in this concise quote. This is the man who’s responsible for the United Airlines logo along with many other branding successes that are instantly recongisable across the globe. A great logo is like familiar faces you see in the street; you instantly recognise it and want to engage with it. An unfamiliar face, like a poorly designed logo will have you looking to your feet, scurrying in the opposite direction. So, how can your small business ensure you create a great logo that acts as an extension of your internal brand message?
Do I really need a logo?
In a word, yes. In a world where we are being overloaded with information, your audience is crying out for easy to digest visual aids to help them understand the world around them. A logo allows for your brand to be represented in a second, this is because humans are extremely visual beings and we process visuals 60,000 times faster than text. By associating your business with an easy to recognize logo you are zoning in on your audiences mind’s eye, and reinforcing your brand as you do this.
Professional company logo design makes more company doesn’t just make your company instantly recognisable but it positions you as trustworthy and reputable. Chances are you wouldn’t engage with a company that had no identity, so don’t risk your customers losing confidence in you for this reason.
What Colour Should my Logo be?
Colours have the ability to evoke certain emotions in humans, so this psychology should not be ignored when considering logo design. In a study by ColourCom it was discovered that Color increases brand recognition by up to 80%. With this in mind, can you afford not to inject some colour into your brand?
It’s important to consider what you are marketing when deciding what colour to use for your logo. Both men and women agree that orange evokes cheapness, so if you are marketing a luxury item, it’s best to avoid this bright colour. What’s more, men prefer shades of colour, which have black added to them, whereas women engage more with tints, which are colours with white added to them. As we get older, we prefer to engage with calming colours and the least favoured colour of the over 65s is bright yellow. Before choosing the colour of your logo, consider your key demographics such as gender and age.
Though there are gender differences with colour engagement, there are also some universal rules;
- Red is passionate, high energy and demands a call to action, 38% of Forbes most valuable brands of 2015 used red in their logo including Red Bull and Virgin.
- Blue evokes trust and stability, it’s no coincidence that organisations who look after personal information all use these colours such as Facebook and Twitter. Finance and technology organistions also adopt this colour.
- Yellow acts as a stimulant and makes the audience optimistic; what’s more it’s also the most recognisable colour from a distance. Could this be why MacDonald’s golden arches rise high above the roofline?
- Green makes the audience think of compassion and nature, the user feels safe when engaging with this colour. Green can be seen in the Whole Foods logo and is universally known as the symbol of recycling.
- Purple makes the user feel luxurious though not as common as other colours in logos, confectionary giants Cadbury are synonymous with their deep purple branding.
Can I make my logo a complicated design?
It might be tempting to create an elaborate design, and with small businesses this exciting time is typically a hub of creativity and activity but it’s best practice to settle on a clean, concise logo that can be easily scaled. Look to successful brands such as Adidas and Chanel, these designs prove you don’t need complexity to have an effective logo. Creating an over-complex design will also mean your logo cannot be easily scaled when being printed or transferred to different platforms. Your business may be small now, but in five years you could be printing on merchandise, till receipts and even the sides of buildings.
Remember you’re designing this logo for your customers, and not for you. Try to avoid edging in your personal tastes because this could leave your target audience confused with your message. Is your audience male or female? Young or old? Modern or traditional?
Test your Logo
Your logo design should be almost ready to go, but it’s vital you take a step back from the design process to look at pragmatically. In the past even branding experts have been burned by badly designed logos; the 2012 Olympic logo achieved viral status for resembling an X-rated image. This type of logo fail can be overcome by large corporations, but for small businesses and start-ups, these mistakes could be the difference between success and failure of your company.
By following these tips you should be equipped with everything you need to know to create a successful logo that resonates with your audience. It’s always worth consulting with a professional logo designer when creating your design, the expert staff can look at your logo objectively and use their plethora of knowledge to guide your design to succes