The first impression is the last impression and the last impression is the lasting one. The very best logos’ lasting effect makes them remarkable, recognizable and memorable in the public’s eye.
Logos of the companies such as Amazon, Nike and Toyota are peerless and unique. They have all the best qualities and more, and define what a great logo does which is to exceptionally identify their brands and bring customers.
In this age of technology and fast paced lives, people’s attention spans have gotten shorter, ad companies need great and instantly identifiable logos more than ever to attract the market. Logo is the fastest way of communication between your brand and your target audience. According to experts, “It unlocks associations with your brand on sight, so it’s important to get it right the first time around.”
Creating a great logo takes time and effort; there are multiple factors and variable that you have to take into account. Here I have 8 suggestions for you to start thinking about what type of you should have logo for your company.
Types of Logos
Logos are generally classified into five different types, so it’s important to know them beforehand to have all options available.
Wordmarks are the type of logos that consist of a word, related or unrelated or a multi-letter abbreviation grouping a.k.a. logotypes. Examples are, Facebook, CNN, Google, Coca-Cola, Nestle and Disney.
Letterforms are single letter logos and rely on simplicity such as LG, Honda, Adobe, McDonald’s and Unilever.
Pictorial logos usually are illustrations of symbols or significant objects. Shell, Apple, Android and Twitter all are examples of pictorial logos.
Combination Mark logos are the combination of a wordmark/letterforms and a symbol or icon to have the effect of both across various items. They can also be used separately. Cases in point Adidas, Hawaiian Airlines, Puma or Burger King.
Abstract logos are like random art pieces that don’t often make sense, same as abstract art. Arguably the most well-known brand with an abstract logo is Nike. Other examples include Toyota and Linda Brasil.
1 – Proper Logo Type for Your Company
It depends on what your services and products are. There can be more than one logo type suitable for your company, but it is a matter of finding the right one that resonates well with your company values as well as customers and the general public.
If your company name is short like VISA or eBay, a wordmark logotype may work well, but it will depend on the quality of logo. Wordmarks and letterform logos are more helpful in consumers remembering your name better. If you go for an abstract symbol, keep it simple enough and make sure it reflects your brand’s nature.
2 – Message of a Logo
Your company is recognized by the logo before anything else. Your logo should immediately provide a sense of your company and its services/products.
According to experts, people should get a feel for your brand and the direction you are heading in as a company. You should be able to stand out from your competitors, and your professionalism should be evident for everyone.
Amazon’s logo is perhaps the best logo to further enforce this point, represented by the company’s name, the arrow below is simultaneously a smile and also pointing from ‘a’ to ‘z’ while telling people that Amazon offers everything from A to Z.
3 – Best Font for the Logos
There are some heavily used fonts in the industry for their suitability to all surfaces, but you can’t say for sure that it will work in your logo too. Your font should inspire your audience and not turn them away. It also depends on the type of your business.
For example, a logo for an insurance firm conveying strength, reliability and peace might best be represented in a simple, clean font with a little bit of flourish. Whereas a kids’ store might use a comic sans type font that communicates youth, energy and fun.
4 – Effective Logo Color
Color may well be the most important part of your logo. It is vital to choose a color different from that of your biggest competitors’ logos. Otherwise people would never be able to recognize your logo without confusion.
Different colors have different psychological strokes on people. Orange is the most vibrant color as it oozes energy, intensity and if overly used, aggression, red, used in KFC or McDonald’s logo creates an appetite, is active, arousing and intense. Yellow is happy and energetic, a wise choice for healthcare companies, too much yellow can be depressing though. Blue induces calmness and dependability.
5 – Cost of Hiring a Professional or Designing Yourself
Professional logo designers turn professional for a reason i.e. that can do the job better than amateurs. It is always better to hire a firm or a freelance expert to have your logo designed even if you’re on a tight budget or have decent drawing skills.
Graphic designers know a good logo and how it needs to be adjusted across different media and marketing channels. All said, a logo is part of your legacy, so it’s a good idea to know your preference for the logo beforehand. , it is important to clearly communicate your ideas to the designer when you have the meeting in order to avoid any trouble.
Professional design firms will charge the most out of all options, but they will provide you with multiple designs along with unlimited updates. A better option for newcomers are the freelance designers who are also looking to make their name and charge far less for their work which is usually very good. Similarly you can go online and find logo design services who are professionals, but their business is based on the internet.
6 – There’s No Such Thing as Too Much Logo Demonstration!
Put your logo everywhere you can, aside from the standard places where you must like your business card, company building if you have one, your front door, office stationery and products if possible.
Online you need to put it on your websites, add it in your emails, in your social media ads and watermark it on your social media channels’ posts. Basically, anywhere where it does not look inappropriate.
7 – Avoid These Mistakes
Your logo can be on any surface, too often businesses only check their logo on a piece of paper when it is eventually going to end up on T-Shirts, website, on the side of your car or delivery trucks. If it is not tested on those surfaces as well, it may well translate really horribly which would only be bad for you.
Also, always differentiate your logo from your competitors. It is an utter shame that you lose out on the customers that want to come to you, but it ends up at your rivals because you weren’t careful in your logo design.
8 – Be Ready to Update Your Logo after Sometime
Apple’s earlier logo was designed to reflect the ambition the Apple is ready to take on the giants in the tech industry, but when Apple itself was becoming a giant, they changed it because the dynamics became completely different.
Research tells us that most logos need some sort of revamp after a decade or so. That’s why you need to get it right at the start and give it as much thought as necessary.