Advice: The Art of Logo Design – Strategies and Inspiration
A good logo communicates a brand’s message simply and uniquely.
No surprise then that logos are considered to be an integral component of branding identity.
The design of a logo is especially important if a business or entrepreneur wants to win the trust of customers.
Ideally its design should communicate what the brand is about and its line of work – and at the same time it should bevisually appealing.
Before designing a logo, however, understand the important things that define your brand.
Know the value that your company holds and come up with design ideas that resonate.
Define the vision and attributes of your brand
Your company vision tells people your business goals. It reminds them why the company was started and something about its future aspirations.
The design you choose should therefore communicate that vision.
By just looking at the logo, your potential customers should immediately know what industry your company operates within. Having them second-guess might have them turning their backs on your business.
Getting Inspired
You can get inspiration from a myriad places, especially in today’s digital age.
• Established organisations: You can learn from companies that have been around for a while. Check their colour choices and fonts. Focus on the symbols and shapes they have adopted. Compare the design with that of their competitors.
• Get ideas from design templates: Search online for a variety of free or paid logo makers. Such tools can be useful for getting an idea about the types of designs that will work for your brand.
• Check your competitors: Your competitors might be offering similar products or services. It is important to know the designs of their logos. Be keen to know their colours, shapes, and slogans.
• Brainstorm with your team: Get ideas from your team and agree on the attributes that your logo should contain. If you are yet to start, your team could be your friends or family members.
• Social media: There is a lot of inspiration that you can get on social media. Search for examples and determine the type of ideas you can borrow from them.
Use the best design tools and a powerful computer
From industry-standard software like Adobe Illustrator to newcomers like online platform Canva, choose the best tool that suits your requirements – just remember to use a vector and not raster-based software editor when creating your logo.
It also helps to have a computer that does not hamper your progress with its slow speed or frequent technical issues.
Knowing simple things such as how to install and uninstall software, update design apps, resolve battery charging issues, or how to connect a monitor to your MacBook (if you’re a MacBook user that is), can prove useful; it potentially saves time and makes you more productive.
Determine the text and symbols to use
Texts and symbols are the components that make a resonating logo.
The wording must be done carefully and selectively, with the choice of text not being overly complicated.
To avoid confusing your audience, it must not be wordy either – the fewer words the better.
Your choice and use of symbols should be executed with care as well.
Decide on the colours
Your choice of colours should be specific. Although there are literally hundreds of colours you can use, let the mission and vision statement of the organisation guide you.
Use matching or contrasting colours and remember that although the shape of a logo matters, its colours play a significant role too.
Know your audience
The logo design you are envisaging will help market your brand. So it would be wise to consider your audience as well.
Research to know what your audience loves most. Their likes should be in terms of colours and perception.
If they perceive your logo design as being elegant and sophisticated, for example, then they will most likely view your company in the same light.
Conversely, if your logo makes a bad impression, it might have negative connotations for your business reputation too.
Design and publish
If you have a team, you might want to sit with them in a brainstorming session to try and come up with a pertinent design.
However, if after establishing all of the key elements of your brand you are not able to come up with a design by yourself, then it might be wise to consult with a professional graphic designer.
Instruct them about the type of logo you need. Once the design is complete you can then start using it for all of your required marketing needs, including such things as stationery and signage.
Conclusion
Many new entrepreneurs worry about how they can make a logo for their enterprise. The process starts with getting inspiration from the right sources.
Understand the purpose of a logo in your brand. Know what your audience needs and align the marketing plans for your company accordingly.
If you have no experience in design, consult with an expert to achieve a design that connects with both your brand and your audience.
