Your logo is the front door of your business. It’s the element that greets your audience and defines first impressions. It has to speak for something—your identity as a brand and the message you want to communicate to your customers. It is a visual cue in which people will be able to immediately identify your brand.
So what are the components of a successful logo design? Notable logos are easily recognizable. They communicate a distinct message and look timeless and professional. Regardless of the size, effective logos contain certain characteristics that often complement each other such as colors, typography, layout, and patterns. Their overall appearance determines how people perceive your brand.
Here are some tips to guide you in designing a logo that crushes the competition:
Identify your audience.
Like any other principles in marketing, knowing your target audience is important. You need to determine some relevant information about the customers your creative assets are supposed to attract. Determine the demographics of your audience and know the things they are looking for when they engage in a business.
Since different people react to different colors in different ways, using the right colors in the right places can make all the difference.
Build an original design that reflects what your business is about.
The hardest part of the design process can be searching for logo inspiration. Getting inspiration from other brands is okay, but try not to rip off their design. Start brainstorming and list down all your ideas, even the bad ones. Then think like your audience by making a list of words that describe your brand and how you want it to be perceived. Lastly, be sure to clearly set yourself apart from your competition. You can play with different design elements and see what best represents your brand.
Consider negative space.
Negative space in a logo uses the background of an image to create another image. It is an ingenious way to convey multiple thoughts and visions, which eventually makes your logo unique. A great example is FedEx. Its designer creates an arrow out of the negative space in between the “e” and the “x.”
Pick the right typography.
Choose a typeface that complements and completes your logo. There are 4 basic font types you can choose from:
Serif fonts - These types of fonts can make your logo look classic and timeless. They are versatile but work especially better with vintage, elegant, or classic designs.
Sans-serif fonts - These fonts are perfect for a modern and clean look and work great for modern brands.
Script fonts - These fonts resemble handwriting. If you want to make your logo look individualistic, script fonts are perfect for you.
Display fonts - These are decorative fonts that are really eye-catching and highly stylized. A fun, ’70s-inspired font is one example.
Remember that color can make or break your logo design.
Colors have different meanings and evoke different emotions. If you decide on a certain palette, make sure that the colors go well with one another. If you want to learn more about the psychology behind colors, check out this blog.
Now that you know how to design a logo, what’s next? Start using packaging to boost your brand recognition and loyalty with customers by incorporating your brand’s logo into your product packaging design. Get in touch with us so we can discuss how we can bring your brand to the next level.