Logo Design - The First Step in Successful Small Business
March 9, 2016
One of the components of a successful business is logo design. The more familiar a logo becomes, the more people associate it with their own perceptions, which are often shaped by various forms of marketing.
Without a familiar logo, a business can get lost in the shuffle of thousands of other entities. The following ideas for logo design reflect current market trends and industry standards.
Simple Design
Usually the more simple a logo looks, the easier it is for consumers to remember. Proof of this fact is Apple's logo, which is an image of a bitten apple without any text. Today Apple is the most valuable company and one of the most respected brands in the world. The company's logo is seen on a wide variety of products from iMacs to iPads to iPhones. However, it took years for the tech giant to achieve this level of global brand awareness. It may be more advantageous for a startup business to include its name in the logo until it is well established.
Popular Logos
There are many examples of well known logos that the masses can instantly recognize and associate with brand experiences. Here are some of the companies with the most familiar logos on earth:
- Coca-Cola, Pepsi, McDonald's, Taco Bell
- NBC, CBS, ABC, PBS
- AT&T, Verizon, Comcast
- Visa, MasterCard
- Ford, GM, Toyota, Honda
- Microsoft, Google, HP
- Chevron, Shell, AM/PM
- Target, Sears, Macy's, Costco, Walmart
Attractive Shapes and Colors
Logos should exist in two versions: A) two to four colors and B) black and white or one color over white. Effective logos can be recognized in either mode from a distance. If a logo looks obscured from far away it needs more simplification and possibly less colors. While rainbow gradients look nice and artistic, this technique does not always work the best for a commercial logo.
A logo design tends to have an easy to read font over a basic geometric shape, such as a circle, square, rectangle, star or triangle. Simple images such as the sun, a tree or an arrow can add character to the design. While it's possible to attract attention with 3D images, it's usually safer to keep logos one dimensional, so that it is easily transferable to T-shirts, pens, cups, hats and other marketing products. Adding subtle shadows and shading can work but is not necessary.
Tips to Remember
- Avoid cluttered designs full of too many elements
- Use clean bold lines
- The logo should be easily transferable to various types of media
- A logo design does not rely on fine print
- The most captivating logos are original, memorable and clear
- The tone of the logo should match the emotion of the brand
Why Logo Design Matters
Many times logos are what people remember the most about a company. That's why it's important for the logo to be appropriate and convey the right message about a brand. Even though a simple logo may not be able to tell consumers everything they need to know about a brand, it should have an overall tone that connects with the theme of its products. In other words, playful products need vibrant logos while serious products need logos that look more authoritative.
One of the most important aspects of logo design is uniqueness. If a logo does not stand out in a crowd of other logos it will not be as memorable. That's why it's important for the logo not to be too ordinary, just as it should not be too complex. Crafting a creative logo design that delivers clarity is essential for business success.
Have any tips on logo design? Share in a comment below.
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