Web Design & Branding
Monday, 10 January 2011 00:00
While my last article spoke about things ways to develop a strong brand, you still need to know how to create a logo. Here are a few tips on what to look for when you have your logo designed.
1. Colours – Try to keep the amount of colours down to one or two colours. While there are some exceptions to the rules (like Google), this tip will help reduce troubles for you down the road if you’re printing signs, t-shirts, car wraps, etc. Also, make sure that if your company colours are red and orange, that your logo colours are consistent with that. You don’t see any neon pinks at a McDonald’s right?
2. No fancy pants here – a lot of people don’t recognize that a logo is often simply a font with a small logomark, like Nike and its swoosh. People who aren’t very knowledgeable about logos tend to respond to professionally designed mock-ups that are “too simple” in their mind and want to have more elaborate logo designs to feel like they’ve gotten their money’s worth. You are not going to do yourself any favours by asking for “edgier” or “more creative” (in other words, intricate) logo designs. It will be very hard to see when your logo is shrunk on a business card, will be very expensive should you decide to put your super elaborate logo design on a golf shirt, and may not stand the test of time.
3. Trust your graphic design professional – If they’ve done a great job on the creative brief (like the questions asked in my last article), your designer will know what’s best for your demographic. While you might not be 150% in love with your logo, you need to understand who your demographic is. Remember to think in the shoes of the person seeing your logo – your customer.
4. Your logo doesn't need to explain what you do. McDonald’s Golden Arches doesn’t have any hamburgers on it, HSBC’s logo doesn’t have money or a bank on their logo. The logo needs to speak the intrinsic characteristics of your company, and NOT what you do.
Now you know a few things to look out for when designing a logo. Next article, we’ll talk about the three main kinds of logos out there.
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