When spring rolls around every year, we can’t help but want a fresh start. For some, that means spring cleaning. For others, that means a new haircut. In the marketing world, we see an increase in website and logo refreshes. But just like a new haircut, you need to do a little research before taking that leap.
Unfortunately for you, there aren’t any quizzes you can take to figure out your logo like you can find out the best haircut for your face shape. However, our team has been doing this long enough to have collected some tips along the way that can help you navigate through the logo creation process.
Think of your favorite brands. Now think about their logos. How easy were they to visualize? You encounter so many brands each day and with each brand comes a logo. What makes certain brands stand out? Why are some logos more memorable than others?
Now, think about the logo for your own brand. Whether it’s already in the market or your brainstorming for a launch, the logo is an important piece of marketing collateral. There are plenty of brands who haven’t created the best imagery to support their business and we don’t want that from you. We talked to our designers to find out the logo do’s and don’ts for you to consider!
Research Your Audience
Before doing any branding for your business, you need to know who you’re selling to and what will resonate best with that audience. Your logo is something that will stick with them as they move through the funnel from prospect to client. You don’t want to turn away a potential customer because of your iconography so before you put in any time or money, make sure you find out what type of imagery they like.
Keep It Simple
One of the worst things that can happen during the design process is that by adding elements, you lose the overall messaging. You want a clean, fresh design that’s easy to recognize and even easier to read. Remember when I asked you to think of your favorite brands? What made their logos stick out in your mind? Boil it down to the elements you liked and use that to form your own branding.
Create your Logo as Vector Artwork
You can get your logo printed on anything nowadays. From a pen to a billboard, you’re going to need to have the ability to shrink or stretch the art to fit your needs. But the last thing you want to do is lose resolution. You want to be remembered but you don’t want to be recognized as the company with the pixelated logo.
Establish Guidelines for Logo Use
The reason you remember your favorite brands is because they’ve been able to put their logos and iconography in front of you across various mediums. You recognize them because they adhere to specific guidelines. No matter the size of your business, consistency is key when it comes to spreading your messaging and that starts with your logo.
Shoot for a Timeless Design
I know I started off this post by acknowledging that springtime is the time for website and branding refreshes, so I want to explain before you call me out for contradicting myself. Refreshes and redesigns are two different things. Some branding needs to be modernized in order to sustain itself in the modern world. Think of the Starbucks Mermaid. We’re shooting for recognition when we create branding for a company and by using timeless colors, fonts, and elements, you do just that for a longer period of time.
Use Clip Art
Spend the time and money to create a custom design. While clip art may seem like a quick fix if you don’t have the skills or resources, it can’t be trademarked. You want to be able to trademark your logo to protect the brand and your business so stay away from using any prepackaged imagery.
Rely on Effects or Trends
I already stated in the DO section, your logo should be timeless so you should avoid any effects or trends that could date the design. Word Art effects might’ve been great for your yard sale signage back in the day, but you don’t want to drum up that nostalgia when potential clients encounter your branding. Staying away from trends will save you money in the long run because you don’t have to spend time or funds to update or modernize your branding.
Use Too Many Fonts
It’s easy to get carried away when it comes to choosing a font because there are so many. But it’s important to remember that less is more when it comes to fonts. Make sure the fonts you do choose coordinate with each other to spread your messaging appropriately.
Imitate Other Brands
While imitation might be the finest form of flattery, it has not place in branding. You don’t want to imitate other brands because it’ll confuse your potential audience. The last thing you want your customers to think about when they’re considering your company is another company. A successfully designed logo is meant to recall the company when someone sees it so don’t hurt your brand by being too similar to another.
Use Unnecessary Words or Elements
No one likes to be in a crowded room. When you add too many words and style elements you logo becomes that crowded room. They become harder to read or decipher and that’s obviously the opposite of what you want to achieve with your branding. Give each word and element the attention they deserve by designing a layout that allows each to stand out.
Now you’re ready to start brainstorming for your company’s branding. Once you have a logo in place, it’s also smart to work out the other brand guidelines your company should follow. This will help promote that recognition I’ve been trying to drive home.
As always, if you have questions, feel free to drop us a comment! We’re happy to help bring your brand to life. And every brand starts with a killer logo!