Most logos look cool, but truly great logos move beyond appearance and into the realm of action. They inspire the target audience to engage with the company and create a recognizable symbol that acts as the “face” of a brand.
These corporate faces are surprisingly similar to human expressions. Just like we naturally view a smiling person is friendlier than a frowning person, consumers typically perceive a streamlined logo as more welcoming than an overwrought logo.
Potential customers also build their expectations of a brand based on its logo, yet often find the brand’s identity is different than the logo led them to believe. This mismatched branding reflects poorly on the company and can result in lost business.
Since logos constantly tell customers about a company—and customers make decisions based on these messages—it is the designer’s job to create a logo consistent with the brand’s identity. The design team at Company Folders has compiled these 7 essentials of logo design to help ensure your logo is sending all the right messages.
Essential #1 – Enticement
Logos aren’t meant for everyone; they are intended to reach a specific audience. Ask your client who they want to reach and how they want that audience to respond.
Essential #2 – Uniqueness
Similar companies in an industry often choose nearly identical logo symbols, colors, or fonts. Veer away from these clichés to make your design truly unique and memorable.
Essential #3 – Timelessness
All long-lasting logos are built on a foundation of classic design choices, rather than the latest trends.
Essential #4 – Newness
Rejecting trends doesn’t mean creating a bland design. You should still add some innovative or daring elements to make your design interesting.
Essential #5 – Simplicity
Logos are tiny and only have enough room to convey one message. Talk to your client about what this message should be and eliminate anything that doesn’t contribute to it.
Essential #6 – Consistency
After choosing a single message, make design decisions to reflect it. All symbols, spaces, shapes, colors, and typography should match the brand’s identity.
Essential #7 – Adaptability
Logos appear everywhere from websites to print ads to freeway billboards. Plan accordingly by making your logo scalable and readable in grayscale or color.
