A logo is an element of the corporate identity that is used by various commercial and non-profit organizations to identify the company, its goods, and services. The difference between a company logo and others can be achieved through a unique logo, font or color scheme.
Looking around you will notice that almost every company has a logo. It plays one of the most important roles in the corporate identity of any company. The logo allows you to visually and figuratively transmit information to consumers and partners about the features of the company, its differences from competitors, area of activity, etc. By creating a memorable and custom logo, you will help customers better remember your company, be able to stand out among competitors and save money on business promotion.
If a company does not have a logo, then it is deprived of the ability to compete in the market, as they simply will not be recognized. Therefore, with rare exceptions, each company has a logo. Some companies may allow millions of dollars to be spent on their creation, while others have their logo designed by cheap companies. However, for the development of your company it is very important that all the details of the future logo have a certain meaning, are understandable to the consumer and cause him certain associations.
In any case, a successful logo must meet certain criteria, which we will consider in this article. We are confident that the tips here will help you and inspire you to create a vibrant and successful custom logo.
Before considering the principles of creating custom logos, you need to understand what functions it performs. The main functions of the logo include distinctiveness, warranty, and advertising.
- Distinctiveness– This allows you to distinguish some companies from others, reflect the mission and characteristics of the company, as well as to correlate the goods with the company producing or selling it
- Warranty– This guarantees the necessary product quality because no one will place their logo on low-quality products that do not meet industry standards.
- Advertising(psychological) – This is responsible for creating a positive image of the company and the product, endowing it with certain consumer properties, increasing consumer confidence in the company and its products through a certain brand positioning.
It may seem to you that creating custom logos is too complicated, that there are too many “secrets” and that you definitely need to attract highly paid designers to get successful logos designed. In some situations, such a decision will be justified. On the other hand, there are many examples when a logo appeared as a result of the brainstorming of employees and cost a penny for a company. Sometimes a “side view” may be more recent and lead to non-standard solutions that will lead to success. For example, the Nike logo was created by a student at Portland University for just $30.
Key logo principles
There are several basic principles that are important to consider when creating a logo. And, perhaps, this knowledge will help you create your own unique logo.
A simple logo is better perceived and better remembered. At the same time, it will be easily recognizable in any size and in any color (for example, in black and white printing). To make a logo simple, use a minimum of details, fonts, and colors. Usually, designers recommend using no more than 2 colors. Many well-known companies use only one color and a very simple symbol in their logo. For example, Mercedes, Audi, Apple, Nike, etc.
However, there are exceptions to any rule. For example, the logos of the companies “Total”, NBC, or “Google”, which look very harmonious and bright. But as statistics show, there are no more than 5% of such companies, and 51% of companies generally use the one color.
Any successful logo should fulfill its main function: to be remembered by its potential consumer. A memorable logo should contain elements that are immediately evident or associated with something familiar, with what is easy to remember. Some logos can be remembered for their simplicity, others for bright colors and sophisticated design. It is important to choose what will suit you.
When getting a logo designed, it is also important to consider the scope of the company, as well as the distinctive features of its activities. But, if in the first case you will concentrate on what connects the companies in your industry, then in the second case – on what will distinguish you from your competitors. Each of these approaches can be effective, but the second allows you to create a more individual and stand-out logo. Therefore, if the principles of your company are reliability, quality, and prestige, you must use the appropriate colors, fonts, and graphics, so that consumers associate with your company similar associations, as, for example, Bentley.
It is important that the logo looks attractive on any medium: from the company sign and advertising banner, on business cards and packaging, on black and white versions of documents. Therefore, it is recommended, firstly, to start a custom logo with a black and white version, because details could be better worked out. Secondly, it is recommended to develop in a vector format to ensure that it can be scaled to any size without loss of quality. For example, the Nike logo, which is considered one of the most recognizable logos in the world, while being super versatile and simple.
The logo should reflect the main features of your activity, but at the same time, it should not repeat other companies’ ideas. This can lead to a loss of consumer confidence, and to lengthy litigation with copyright holders. The second point to consider in this is the creativity of your logo. Focusing solely on the scope of the company, you can create a completely unremarkable logo using “hackneyed templates.” Like logo with flowers for a flower shop, teeth for dentistry, houses for realtors or builders. Therefore, it is important to ask yourself: what else can my company associate with besides the scope of activity?
The answer to this question should prompt you to new ideas, and to get away from the clichés used by all and make your logo more memorable. For example, the Beats logo. It is quite memorable and popular, while not being associated with any music.
The hallmark of a high-level logo is the test of time. It is important that the logo looks modern after many years. For example, the Coca-Cola logo has not changed since 1885.
Another example is Google, which leaves the concept of the logo unchanged, changing only the font and colors so that it matches the trends and looks modern.
The ideas will help you create highly effective and successful custom logos, but it is important to remember that there are no universal rules. Sometimes an intuitive idea can be more effective than all logically sound concepts. Therefore, do not be afraid to experiment and portray what reflects your business in the best way. You may think that the topic is horribly beaten and uninteresting, but I can confidently say that a true professional is a person who is never ashamed to return to basics and repeat the basics. Very often, in the flow of work, we forget about many things, creating unimaginable chaos.