Being the face of a company, a logo is crucial ingredient of representation and its creation should always be given a surplus of care and attention. After all, thinking that the business giants such as Starbucks simply threw together their logo is a huge mistake.
- Colour – as well as keeping in line with the overall colour scheme of a company’s design, colour psychology states that different colours can impact the mood of a person. For example, certain tones of yellow can manipulate the mind to feel hunger.
- Font – the font in a logo shows off the character of a company, with bubbly fonts giving off a friendly impression and sharp varieties suggesting professionalism.
- Individuality – it is a given that essentially duplicating another firm’s logo would be a much easier route to take than starting from scratch, but uniqueness is key, display how you want your company to be represented. Be bold.
- Shape – this is one of the most commonly ignored influences of how a logo comes across to its viewers. Referring again to psychology, different shapes represent different qualities; circles implying community and unity; squares giving a secure feel, and triangles indicating power and stability.
- Symbols – it is a rarely known fact that the Apple logo actually embodies the apple that ‘fell’ on Sir Isaac Newton’s head, therefore the symbol serves as a symbol of knowledge.
- Simplicity – cliché alert – simplicity is key, as overused as this phrase may be, it’s true. Simple logos are memorable and have a high impact, focus on one message and one concept.
- Adaptable – a sign of a good logo is when it looks good under countless conditions, for instance, when made black and white or enlarged/compressed, the logo should still look good.
Designing your logo isn’t a quick job, you have to know the image you desire to portray and completely understand your audience and competitors, which does take a decent amount of research.