Designing the Logo That's Right for Your Brand

The list of “do’s and don’ts” for designing logos is endless; without extensive education in graphic design it may be difficult for your company and organization owners to create the logo that’s perfect for the brand. In one simple unique design an audience is supposed to be able to infer who your company is and what it stands for. Logo design is a ferocious beast to tackle but if done the right way, it can take your brand image, brand loyalty and brand awareness to a new level.

There are many factors to consider when creating a logo, which can be overwhelming when attempting to design one. In this blog, you will learn what key elements to be conscious of during logo creation in order to make the design process smooth and simple for you. 

How to get inspired

Think about what your vision and goals are, as well as how you want your business to be perceived in the market and in the public-at-large. Account for history, wins and successes, and the direction you want to go moving forward—doing so creates a timeless design. Then create a mood board to reference when creating concepts that includes prints, colors, typefaces, moods, and photos that depict feelings you want associated with your brand. 

How to get inspired when designing a logo.

Psychology is everything

People’s perceptions of your logo don’t just exist at face value. The psychology of how we interpret shape, color and typefaces all impact how we interpret a logo. The Gestalt Theory, (a foundation of design, is rooted in psychology and used in logo design and placement. The five principles derived from the theory are proximity, similarity, continuity, closure, and figure/ground. Learn more about Gestalt Theory here.

This is the Gestalt theory of design.

Think about placement

Design is the merging of form and function. A logo can be beautiful, but if it doesn’t work in all environments, then it has lost its ability to function. If a logo is too abstract (over two feet on a sign) and indistinguishable (100 pixels wide on a mobile screen) then you should reconsider your design. Great logos are adaptable no matter their placement.

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Be careful to not be derivative

It’s acceptable to look at competitors or brands you admire for inspiration, but it’s easy to subliminally incorporate parts of another brand’s logo into your own. Look at other logos only after you’ve created you initial concepts. That way, you can see what the look and feel of the market is and adapt concepts to fit within the space.

Some companies such as BP, BBC, and Pepsi have put millions of dollars into their logo designs because these symbols are one of the most vital parts of a successful company’s corporate brand identity. A logo tells a brand’s story without needing words or an explanation, so when it comes time to create a company logo or update an existing one, remember these considerations to create the best logo for your brand.