The functionality of a logo goes way beyond just being visually appealing. Your logo is the heart of your brand and should adequately represent your company’s purpose and personality.
Designing a logo that explains what you do, who you are and how you do it—can be daunting. However, the brand logo is the cornerstone of a successful and reliable business. Your brand’s logo will feature on social media posts, marketing materials, presentation decks, business cards, merchandise, and more. That one little graphic icon has many responsibilities, right?
But once you figure out what you want your logo to convey, and to whom it should target—you can provide all the details to the designer. If you don’t know where to begin, follow the guide below to explore some basic principles of creating an eye-catching brand logo.
You must ensure that your logo is legible and can be read from afar—don’t make it too small or congested—keep it “clean” (leave lots of blank space in between) to achieve this. Using blank space will also be useful when you are opting for poster design, brochure design, t-shirt printing, and various other marketing collateral. Remember, your brand logo should seamlessly integrate into different formats and designs.
Integrating different shapes is a brilliant way to make your brand logo stand out. Shapes with captivating textures or gradients can be utilized to elevate the visual appeal of the design.
It can also be beneficial in cross-platform branding because a “boxed in” icon or logo always works incredibly well digitally, and also on letterhead, merchandise, presentations, and more.
When opting for a “modern” design—keep in mind—that your logo should not appear silly in six or seven years. It is essential to understand that “modern” and “trendy” are not the same. A trend can be “hot today” and will eventually fizzle out – sooner or later. Conversely, modern is more restrained and less stylized; it only embraces the pertinent characteristics of the times instead of focusing on detail.
A good logo should be modern but so subtle with “hot” elements that, when the trend fades away, the design will not seem dated. Your logo design and its appeal should align with your brand’s prospects.
Monochromatic does not always have to be black and white! The same old B&W can sometimes look harsh, especially if you are aiming to capture a feeling of zen. However, you can try different shades of the same color to produce subtle contrasts in your logo. For instance, you can use three shades of Pink to achieve a monochromatic appeal.
Do not go for a “me-too” design. Before starting, quickly search for different brand logos in the same industry as yours—and navigate each style to avoid emulating them. If you follow a niche that other brands are following, you will lose the opportunity to stand out and get noticed.
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Be literal with your logo design if only it fits your industry or organization. Some companies, especially non-profit organizations, try to establish a level of seriousness. Conversely, ice cream companies and production companies don’t need to follow this rule. To achieve an authoritative appeal, go for serif fonts and Muted colors and don’t make the logo look cartoonish.
If you want your brand logo to function constructively, it should focus on making a positive statement. That said, a logo cannot represent everything that a company is, what it offers or plans to be—but a functional one will be able to attract the target audience.
