We humans are visual creatures. We rely the most on the information we get through our eyes more as compared to the other senses. This is why many movies and games with excellent graphics and visual effects but a weak storyline manage to still captivate the general audience. The knowledge of our weakness to all things visually appealing can be used in your favor when you are trying to improve the popularity of your brand.
The logo of your company is the first impression it makes on an audience. Remember the saying “The first impression is the last impression”..? That is exactly how important it is to know how to design a logo. The logo should be capable of conveying the identity, the type of service or products you offer and the principles your company stands for. With time, when people see your company’s logo in an advertisement or a product, they should be able to relate it to the value and reliability of the brand. There are a few logo designing tips to keep in mind while you’re designing a logo.
1. What kind of people do you want to appeal to?
The target audience makes a big difference in the design of a logo. Think of how the “Walt Disney”
logo would look like if it was actually an investment banking firm instead of an animation company. The whimsical handwriting with the magical Disney palace at the background would immediately be replaced with bold, stoic font and classic color scheme.
Once your decide who your target audience is, it becomes much easier to decide what style you need to stick to.
2. How popular is your brand?
Usually, if you are designing the logo of your company, your company is just starting to gain popularity. If that is the case, it would make sense to show the name of your company in the logo. That way, it is easier for people to remember the name of your brand and associate the impact of the logo to the product or service you offer.
If your brand is very popular and you’re trying to design a new logo, make sure that you do not deviate too much from your previous logo. Alienating your present audience is a bad idea when you’re trying to make your brand more visible. Think about how the logo of “Apple” has changed over the years.
3. Does your company have a color scheme?
If your company has already decided on the color scheme, it would be wise to use the same colors while designing your logo. This little trick can help your audience associate the value of consistency in your company.
If your haven’t decided on a color scheme, now would be a good time to start thinking about it. People associate different ideas with different colors. For example, pink is generally regarded as a feminine color and blue is regarded as masculine (an association which is cleverly used in the the brand logos of “Lakme” and “Gillette”). While deciding a color scheme, you may refer to color charts to see what each color signifies and then you can try and use those colors to express the values of your company.
Once you have decided these parameters, you can start designing a logo. Experiment with different handwriting and drawings until you have made a few designs. Then shortlist the best out of those designs and now you are ready to test them.
4. Design multiple variants of your logo and show it to people.
Go to your friends and family and show them different ideas for your logo. Merely asking them if it is good or bad would serve no purpose. Ask them specific questions which will give you an idea of where you need to improve. Ask them about the color scheme, the readability of the name, and how easy it would be to remember it.
Most people may only stick to their target audience, but it makes sense to test your logo on people who lie beyond that group. If they are able to recognize what kind of audience you are trying to appeal to, you’ve done a good job!
5. Finalize your design.
Once you have tested your logos and eliminated the less popular ones, it is time to finalize the face of your brand. It is always a good idea to approach a professional graphic designer to do this for you as they will ensure that the work is well done.
If you know how to use graphic designing software, then you may do it yourself. Make sure that the logo is readable and scalable. Your brand may be advertised on many surfaces from billboards to business cards. You need to ensure that whatever the size of the logo, the quality of the image should not be compromised.
6. Keep your eyes and ears open.
Once your logo is out in the open, people will begin reacting to it. Keep a vigilant eye on your company’s website, blogs and social media pages to see if the correct message has been conveyed to the general public through your logo. There will be negative reviews, unfortunately. Instead of taking it personally, see what can be done to improve the effect of the logo. As your company grows and your customers or clients start to include different kinds of people, a more generic logo would help your brand welcome a larger target audience.