When kicking of your business, your logo design can be one of the hardest things! A logo can go a long way and it is a big effort to change your logo once consumers have gotten adjusted to it. So, you better get it right and call in the troops. Although some claim that robots can do the job of a logo designer too, a logo designer has the experience to help you design a logo that will fit your business and will work for you across a wide range of marketing channels. To help you get started, just stick to these three steps.
Choose a typography
When designing a logo, a good logo designer will always consider these elements like the font. The font should be pleasant to look at and easy to read.
However, there is an important third part of the typography formula: you really need to like the font you choose. You will be looking at it every day. It will be on all your communication to both customers and suppliers, so when picking a font try to select it carefully. Try typing the font in sentences so you can get a real feel for it. Tell your logo designer how the font makes you feel.
Once you have picked the typeface you like, try playing with spacing and sizes to avoid just typing your company name and calling it a day. After all, you want your logo to stand out from the crowd.
Pick a color
It is long known that color can say things about emotions and personality. So, use color to help tell your brand story. Educate yourself on what mood a certain color can bring across before you decide on it. When it comes to combining colors, make use of a color wheel to pick matching colors.
Though current trends show bright and colorful logos, you may not have the choice to have your logo designer go all wild. Usually a company already has set colors to work with and unless you are designing a logo for a startup you will probably have to stick to those colors. You could however always see if adding an extra color is an option.
No matter what colors you choose, your logo will also need to work in black and white as it may need to be placed on a partner website, brochure with colorful background or over imagery.
You don’t always need to think of a complex logo. Sometimes the simpler the logo, the more they leave to the imagination and, in that way, tell your story. Take the Apple logo. Without trying to find out why that logo was chosen, we can perhaps guess.
Some of the most famous logos, such as the Apple logo, are very simple icons. Often, they start out as a combination of icon and brand name, but once the name sticks and consumers recognize the icon by itself, the name could be dropped. Though, don’t be too impatient: it may take years before consumers recognize your icon as being yours.
Whatever logo your logo designer may come up with, you will need to make sure it fits with your brand identity. Before presenting your final short list of logos to your internal stakeholders, it’s recommended to test them amongst your target consumer. Testing is a great way to decide between a small number of logo variations and a focus group can help you get more insight on how the logo is interpreted.
If you’d like to read more about logo design, read this article about the 4 fundamentals of great logo design.