Nike. McDonald’s. Mercedes Benz.
When you read those brand names, one of the first things that you thought of are their logos right? A logo is the simplest element involved in branding but it can have the greatest impact in retention. But because of its simple nature, a lot of entrepreneurs undervalue the power a logo has. From the moment it is made, designers have already spent countless hours trying to encapsulate what your business identity is in a memorable logo. And once it has been approved for release, there is no assurance that the logo may even work. That is why there are companies that still go through rebranding even if they have already existed for years now.
Indeed, logos are valuable because these are what helps consumers connect your quality products or services to your brand. It requires careful thought and consideration because it’s more than just choosing the colours and fonts that you will use. It must communicate your brand story, tell the right message — in essence, those colours and fonts must be relevant to your brand first before they become important reminders to your consumers.
Let us explore the characteristics of a good logo design and how you can use these attributes to represent your brand’s vibe.
Do extensive research on the foundation of your business and your market
The key to creating a logo that speaks for your brand is not to let current trends influence it. It should not be created based on which colours or style are popular, it must come from the “why” of your business. This involves a deep level of reflection on your part: what is your mission, what kind of vibe do you want consumers to feel when they look at your logo?
From there, you can get an idea of what unique style you want to use. To help you, create an inspiration board from magazines, pictures you see online, or even from Pinterest. The goal here is not to get other logo designs but to get images that fit your brand’s personality.
You may also take this opportunity to do market research. You must know what your audience is like, what their personality is and how to communicate with them. This can help you set the tone of your design research.
Review your inspiration board and come up with colour palette
Do not just choose your favourite colours, it must come from your research. Look at your inspiration boards and see which colours float out of the pictures and cutouts. Make sure to shortlist just three colours so that it does not get too overwhelming to the eyes. Use one or two neutral colours like grey or white to subdue the loudness of your reds and blues. In this way, you can make your logo look stylish yet professional. Using more than five colours will make your logo look confused and inferior.
As a tip, out of the five colours you have on your palette, choose one neutral colour and three of your main logo colours. Then the remaining two can be used on your website or banners to help accentuate your logo.
For this, you might want to consult with a designer so they can help you make things look more aesthetically cohesive.
Choose a readable font
There are hundreds of fonts you can choose from, but you can narrow it down by researching which serifs and sans-serifs go well together. You must limit your font type to just two to ensure that your logo looks clean. Once you have fonts, test them against the colours you have chosen and check whether they are readable.
Of the two fonts, one must be your main font. This will be your signature font and should contribute to your brand identity. Take Coca-Cola for instance and their Spencerian script font. If another person uses that, even if it is slightly modified, it will still be associated with the Coke brand. The second font is your accent font and can be used for your tagline.
A designer can help you with sizing and spacing so that your text looks balanced against the whole logo layout.
Creating the layout
This is where all your colour and font choices come together. You may choose to add a graphic element into the mix like using a circle or a square as a container for your text. Other options include adding an image to represent a brand (e.g. the Swoosh logo of Nike), use your company acronym (e.g. NBC), or if it is short enough just use the company name as the logo itself (e.g. Google).
Of course, all of these efforts are moot if you cannot ensure your brand identity remains unique. A lot of pages are being made online, some of which use the same domains but with a different extension. You must ensure that no one has used yours by doing a domain WHOIS lookup and check for similarly named pages.
All of these tips should help you with customer retention and slowly become a top-of-mind brand.