When creating a business, you should keep visual identity at the forefront of your branding. One key element of visual identity is a logo, which is a visual representation of everything you stand for as a company.
It is usually your first point of contact with the outside world, be it customers or partners. As it’s people’s first impression of you, your logo must be given all the attention and care it deserves. So, how to create a logo that works? Here are a few guidelines
Reflect on who you are
It is not enough for your logo to be beautiful. Of course, the aesthetic aspect is important, but your logo has a purpose and function at the end of the day. It should reflect your identity as a brand, but that’s easier said than done, right?
What people struggle with is verbalizing what their brand is about. Of course, deep down, you know your values, but it’s hard to translate them into words and even harder to translate them into a logo.
Start by brainstorming; grab some paper and start jotting down adjectives reflecting your brand and what you think it can become in the future. So, do you think your brand is “trendy” and “young” or “classic” and “timeless?” Whatever you think your brand is, your logo should follow suit.
If your brand is traditional, your logo should be traditional (think of the Cambridge University logo). If you describe your brand as “fun,” “relaxed,” and “friendly,” your logo should be in coherence with the description (Duolingo, for example).
Pick a lane
Even after you decide on what your logo represents, you still have a lot of decisions to make. Logos come in all kinds, and the two main categories are “text-based logos” and “image-based logos.”
These categories have subcategories, too. For example, under “text-based logos,” you can choose between making a logo out of the whole word (such as Google) or only one letter (such as Notion). Image-based logos (also known as pictorial logos) also have subtypes; one of them is abstract logos, like Pepsi and Twitter, and another is mascot logos, like KFC.
Strike a balance
When creating a logo, you can easily fall into the trap of going over the top. After all, the more effort, the better the results, right? Well, not always! You do not want your logo to be a Renaissance painting; however, you do not want to go in the other direction either.
A logo that is too generic and too simplistic is very forgettable, and it fails to perform its primary function: setting you apart from others. A perfect logo is distinctive, authentic to the brand, and can speak volumes to your target audience about what you have to offer.
Build on B&W
Colors are at the heart of logo creation; they can make or break your design. However, colors should not be your starting point when creating a logo. Instead, it would help if you first focused on the shapes, dimensions, and structures.
You could become blind to some design faults if you start with colors. So, sketch your logo in black and white first, and make sure that it looks coherent and impactful in black and white. Then you can start introducing color if your logo is structurally sound without colors.
Use colors that reflect your overall visual identity, and make sure the colors you choose complement each other. Sometimes, however, the b&w design is so good it’s better left as it is!
Accept help from Artificial Intelligence
With the rise of the digital age, AI has become so reliable nowadays it would be a shame to overlook it. Let’s admit it: AI can perform tasks we’re just naturally bad at. Additionally, it’s almost instantaneous, convenient, and free.
Nowadays, you can utilize an online logo maker to get logo suggestions based on your input; moreover, most tools allow editing the suggested design to customize it according to your taste.
Conclusion
Designing a logo doesn’t have to be a headache. In fact, it can be the most enjoyable part of running a business. It’s a process in which you reflect on your business’s core values and try to encapsulate them in a visual symbol. Thanks to online tools and the digital age, designing a logo is no longer a time-consuming task like it used to be in the past.