When you think about a company, the logo is often what will first come to mind. A good logo should give a positive impression of your business from the first experience that customer has with you and beyond. It is remarkable how small things in your logo's design can convey different meanings to people at an extremely subtle level. That's why it is important to make sure you design your business' logo right, so it conveys the right message for your company and your brand. Here's a quick guide to help you choose the right logo for your business.
Choose Your Brand's Symbol
Just as your logo's color can convey a subtle message about your brand, so can the symbol or shape of it. Think about some of the biggest, most successful brands, what their identity is among consumers, and how their logo reflects that. Apple is a great example of picking a simple, clean and trendy logo and combining that with a massive effort to establish a brand identity around the same principles. Here are some options of your logo's symbol to consider:
- Business name as text — example: Google; use a wordmark that is just the stylized text of your business name
- Acronym or letter —example: Hewlett-Packard; make the primary symbol of the logo either a single letter or an acronym of the business name
- Pure symbol — example: Twitter; use zero text or lettering and have your logo consist of a graphic or symbol
- Hybrid — example: Taco Bell; combine some element of text with a graphic or symbol
If you choose a logo design that has your business name (or letter) in it, you can convey some meaning with your choice of font. You can make it something flowing and elegant, or something fun and friendly, or something clean and professional. If you choose to use some sort of symbol or graphic, the shape and design of it can also convey a visual representation of your business. As an example, consider Nickelodeon's logo: the font is bold, rounded and fun and the symbol around it is some kind of splatter. For a children's TV channel, it perfectly represents fun and play.
Know The Meanings of Colors
In various cultures and contexts, different colors can convey different things to people who view them. When it comes to marketing and branding - two important elements to consider when choosing your logo design - it is important to make use of common assumption, and standard practices for colors. Your logo will be the one consistent thing that appears across all platforms, mediums, and sizes of marketing materials so you will want to make sure the color of your logo says what you want it to. Here are some examples:
- Yellow — example: McDonalds; represents happiness, warmth, optimism, the outdoors, etc.
- Red — example: Coca Cola; represents boldness, vitality, excitement, youth, etc
- Blue — example: Lowes; represents trust, intelligence, tranquility, water, etc
- White — example: Apple; represents purity, cleanliness, neutrality, and calm
It is worth looking up the different meanings of color, or consulting with graphic design or marketing experts, to help give you ideas when selecting the color of your logo and what it could mean. You should already have a good idea of what you want your company's brand to represent in the minds of your customers, so you can pick the top 3 colors that best suits your brand identity and then debate the pros and cons of each. For example, if you want to be known as trustworthy and reliable, like a hardware store or repair shop, you can pick blue as your logo's primary color.
Does your logo convey the intended message?