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logo designLogos are a huge part of your corporate identity. Many times, prospective clients, vendors and future employees’ first introduction to your company is through your logo. If you’re designing a new one, keep these important points in mind.

 

  1. Remember where it will be, and plan accordingly.

Your logo will be on everything you plan to brand with your company’s name, so make sure it works well in many varied applications. Think T-shirts (printed AND embroidered!), vehicle wraps, business cards, coffee cups, even that little symbol at the top of your browser window tab. You name it, chances are there’s probably a way to put a logo on it. Remember that fad a couple of years ago with Internet companies paying people to razor their logos into their hair or tattoo them onto their arms? Not saying those are necessarily good (or bad!) ideas, but it illustrates the point – plan a logo that’s universally applicable.

  1. Easy does it.

Along with point #1, logos that are too complicated are harder to reproduce in ways that are legible, brand-correct, and physically possible. If your logo is too complex with lots of tiny details, it’s probably going to be impossible to embroider on a polo for your sales team to wear to trade shows and events. Similarly, if it uses a ton of colors, it might not print correctly on some media, particularly newspapers. There’s a joke about some business logos being so simplistic they look like a child drew them instead of a design professional, but really, that simplicity means it’s highly memorable – think the Nike Swoosh or the Tesla T.

  1. It should speak for you.

You know who you are – you’ve fine-tuned your elevator pitch and memorized the About Us section on your website. But if you couldn’t use words to describe your company, could your logo do it for you? There’s a ton of research about color psychology, which is the subconscious associations people have with certain colors, and it makes a great deal of difference in the colors you use in your logo. If you’re a financial services company, you might stay away from red, the color associated with negative cash flows and clearance sales. Similarly, you might gravitate toward logos in blue (loyalty) or green (money), to build confidence in your abilities.

  1. It should speak to your audience.

Just like a logo should speak for you, it should also be able to speak to your audience. They should find it relatable, attractive, and relevant to the business you provide or the products and services you market. It should also, through things like color psychology and design, begin forming an instant subconscious rapport with your audience whenever they see it.

  1. It should differentiate you in a sea of competitors

Yes, as mentioned early, it’s common for companies within the same markets to use similar color schemes to tap into the subconscious boost color psychology can give a logo. But that doesn’t mean your logo should blend in too much with your competitors. There are a million colors of green, so don’t pick the one that’s

  1. A logo should inspire you as much as it does your customers.

A logo in many cases is a symbol, and people are deeply moved by symbols and their significance. A well-designed aspirational logo can serve as a daily reminder to yourself and your staff of the things the company stands for, hopes to accomplish, or wants to represent. There’s something to be said for building a big logo for a little company – it challenges you to grow!

  1. It should be built for the long haul.

Designing or redesigning a logo can be intense – so many pieces of collateral, logoed artwork signage and more to update! So don’t build a logo that can’t grow with your business for the next 7-10 years! If you plan a logo for less than five years, you don’t allow it time to cement itself in your audience’s consciousness, and your forfeit valuable brand awareness as a result. Similarly, a shorter schedule means you forfeit the sunk costs of changing over all your logoed brand goods, meaning your return on the marketing investment of your logo is hard to justify. Don’t sell yourself, or your logo, short by planning for less than a decade.

In logos, as in life, if you succeed at planning, you can plan to succeed. Doing a little legwork on the usage and planning before launching into your design work can help better direct your creative team, avoid costly revisions, and contribute to an end product that aligns with your vision and goals. GYRE Marketing can help guide your logo planning process and get your logo from concept to finished art quickly and efficiently.