If you read some of our articles you know that your brand isn’t just your logo, it’s much more than that. It doesn’t mean that your logo isn’t important. On the contrary, your logo is the foundation of your brand. Because it is so important you should be careful when designing it.
I said on the begging in that brand is not a logo and branding is not about the logo. It is true, but it is the first step to create your own brand.
Some may thing that in today’s world almost anybody could draw a logo using Photoshop or even Paint. Pick something that looks nice add a company name and voilà – job is done right? Don’t do it! Branding is about strategic thinking and careful planning. That is why your logo should not be random. It doesn’t mean that you have to pay thousands of pounds to a graphic designer, it means however that it should be part of your coherent branding strategy.
Other branding efforts aim to build a positive image of your company. So that people will associate your company with the values that you stand for. The purpose of your logo is different. It builds brand recognition so that customers think of your brand whenever they see your logo.
That is why you should follow certain rules when designing it.
Make it fit
Your logo should fit your company. It will be everywhere, on your products, on your website, business cards, or even company’s notepads and pens. You want it to reinforce your brand and carry your message. Take “Nike” for example, their logo is very simple, but it is also dynamic. A perfect match for a company designing sports shoes.
Colours used in your logo are also very important. Together with fitting shape colours in your logo can carry a powerful message and help customers recognise you instantly. Picking the right colour can be tricky, fortunately, I prepared a guide that will help you make the right choice. You can find it here.
Make it simple
Your logo should be simple! Because you want it to be everywhere, it needs to look good no matter if it is on a pen or a lorry. Keeping it simple can help you scale it to different sizes. It also makes it easier for people to remember and that should be your goal.
Don’t change it when you don’t have to
Your logo is a ‘face’ of your company, changing it with no reason can make you look unprofessional and make it more difficult for your customers to recognise your brand. You may want to read more about rebranding to understand when is the right moment to change your logo.
Creating your logo remember the chapter about typography and colours. It all makes a huge impact on your business in the future.
I will remind you briefly that colours help people to associate your brand with colours what makes it easier to recognise. It also influences the dynamics of the logo and emotions.
Typography, however, gives a character to your logo and express your brand. It also helps you to tell your story in your logo.
You should also remember to ask your designer to prepare a corporate identity book that describes in details your logo, typography and colours used and gives examples of use and a few variations of your logo positioning, eg horizontal and vertical. It will definitely be a must-have when it comes to printed media and sending your logo to your partners or when you sponsor an event and your logo needs to be printed on banners.
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