A logo is an integral part of a brand identity and central to most brand strategies. It is usually the first component your audience associates with your brand and it will be reproduced on nearly all of your brand communication and brand applications.
Investing in a strong and well-designed logo is important, it should differentiate your brand amongst your competitors and support the perception of your brand. The most successful logos are iconic, well designed, well tested and engaging.
To aid you through the process of a logo design and to help you make the right decisions, we have compiled a list of our top 10 tips for a successful logo.
1. Ask the right questions
It is important to start off by asking yourself (and the business) the right questions. The answers you compile will help you to create a strong brief for your logo designer or design agency, providing them with key criteria the logo needs to meet in order for the project to be a success. Questions you need to consider include:
Who are we?
What do we do?
What is our brand personality?
What are our brand values?
What makes us different from our competitors?
Who is our audience?
How will the logo be used?
Why change our current logo design?
2. Does your logo differentiate your brand from your competitors?
Be brave! It is much harder for your brand to compete successfully against your competitors if you’re offering the same services and have the same look to your brand. If your logo is iconic and unique within your industry it will be iconic and recognisable for your audience.
3. Does it say something about your brand?
Your logo should communicate some of your brand’s personality. Is your brand, bold, vibrant and have a strong sense of fun or is it measured, accurate and reliable? Subtle elements in the choice of colour, the typography and styling will all help to convey the personality behind your brand.
4. Does your logo work well in black and white?
A bright fully rendered 3d logo may create a dynamic design when reproduced in colour, but how will this translate when it is reproduced in black and white, or when it has to be reproduced in one or two colours? Does the logo still look and feel as dynamic?
5. Does it appeal to your audience?
Design by its very nature is subjective, it is easy to make decisions based on your own preferences. Always consider what your audience will think of the new logo, better still, involve a cross-section of your audience in the process. Find out what they think about the logo. Does it give them confidence and how does it compare with your competitors?
6. Does it read well when small?
How does the logo look when small? Is the logo easy to read and recognise, does it look good on small digital screens? On the flip side of this, how will the logo look when produced as a large sign on the side of a building, does the logo still look professional at this scale and can the design be easily scaled up without losing quality?
7. Consider a flexible and adaptable logo
Create a flexible logo which can allow your brand to communicate further aspects, a logo which can flex to the diverse and changing needs of the brand and can also easily support the development of future sub-brands. This type of logo can help you engage with a wider audience and allow your brand to evolve over time yet remain instantly recognisable.
8. Do not develop in isolation
How does the logo work with other elements of your brand? Rarely is a logo viewed on a single sheet of crisp white paper surrounded by plenty of white space. It will mostly be seen in the corner of a poster or leaflet or as part of your website. If the logo is developed in isolation you may find later on it does not integrate well when used as part of a brand identity or in various touch points.
9. Keep it simple
Don’t try too hard, your logo does not need to say everything, a simple yet clever logo will say more about your brand rather than complicating it with additional effects or visual elements. A simplified logo is the most common trait amongst instantly recognisable and well-known brand logos.
10. Scaleable artwork
If you’re inexperienced working with a professional logo designer you may be unaware that image files, such as jpegs and pngs, lose quality when scaled larger. Make sure once you have approved the final logo design you receive scalable vector artwork, with any fonts ideally outlined in eps format. This will then allow you or future suppliers to scale your artwork to the required size without losing quality.
For professional assistance with your small business logo design and identity, get in contact to find how we can enhance your branding and communication.