A logo doesn’t sell (directly), it identifies.
Why your logo isn’t the expression of personal taste, but a graphic extension of your brand identity.
Your brand identity
Identity, that’s the keyword when it comes to creating your logo. A good logo communicates your brand’s personality, its values and purpose through its design, and throughout the lifetime of your business – not only today, but also tomorrow. Always keep this in mind, because in the pursuit of growth, a year from now your product portfolio might have expanded and your logo’s story should still be true, authentic and fitting.
Good logo design is about simplicity. Its job is to tell a story, to convey a feeling. It doesn’t need to be witty to look smart. Only focus on one factor. Your logo needs to be memorable, recognizable and easy on the eye.
“Simplicity is the ultimate sophistication.” Leonardo Da Vinci
Focus on the vision of your business and target audience, not on your personal taste. A good logo has no language barrier, giving you the opportunity to share your business vision through its concept, style and color choices. Make it functional and keep in mind where your logo will live. Think strategically about how well your logo will display across different media:
- on a product
- on marketing collateral
- on a business card
- on a letterhead
- on apparel
- on your website
- on different sized online banners
- on your social media channels
- on email signatures
- on print ads
- animated in a video
- or even on your car
If your logo design is too complex or incorporates intricate details, you may complicate or even hinder effective usage across media. Also - try to avoid generic fonts! Use unique typography instead, as this is a simple way to appear professional.
And ensure your logo is a scalable, high-resolution vector.
“Design is the silent ambassador of your brand.” Paul Rand
This is the groundwork
Confused? Don’t be. This is part of the groundwork you’ll be doing anyway – defining business values and a brand identity, developing a long-term strategy and brainstorming storylines. Once you have these covered, the brand name and logo will evolve almost by magic. And if you need help with this, you know where to find me.
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