The most fundamental reason the majority of companies are created is to
make money. In order to make a profitable business, you need to be able
to sell yourself just as well, if not better than the product or service
you offer. Marketers today will tell you that buyers connect much more
strongly to stories than they do to facts. What does this mean to you?
It means that there needs to be some soul in your logo.
Before you even think about what this logo will look like, take some
serious time asking yourself what the story behind your company is. Step
outside of WHAT your company does and answer WHY you do it. That “why” is your story, own it!
2) Brainstorm & Sketch Concepts
As you’re sketching the concepts for your logo, keep these tips in mind:
Keep the shape
simple. If you can sketch the symbolic components in 7 seconds or less
you are in good shape. You should absolutely avoid any popular clip-art
artwork or generic, literal symbols like a globe, star or anything
identifiable. The more creative here the better because your shape is
what your consumers will initially remember the most. So be original.
either be your best friend or your worst enemy. You need to include
color with your logo, but you have to be selective on which colors you
use. Be mindful of current color trends already being used today and in
your target market. Don’t choose more than 3 colors.
Remember that black and white do not count as colors. Choose a color,
or colors that will make you stand out from your competition. But,
please for the love of marketing, don’t use the rainbow!
3) Test Your Top Sketches.
Once you’ve got a handful of different ideas put onto paper, take a step
back and pick the top three concepts. Now take them out and share them
with your friends, family members, and a trusted adviser. Be prepared
for honest feedback and don’t take any negative comments personally.
Believe us, you’d want your best friend telling you a design isn’t great
over a stranger any day. Use their feedback and select one final
concept to develop into a design.
Congratulations, you’re well on your way to having an awesome logo! Once
you’ve finalized the concept, it’s time to get technical and turn your
paper drawing into a usable digital format.
4) Develop Logo Layout.
Bringing your concept to life in a digital design requires a bit of
technical direction. One of the most important things to get right is
the layout. Make sure that all of your text and symbolic shapes are
perfectly spaced out and lined up.
Your logo doesn’t have to be symmetrical, but the spacing does need to
make sense. Chances are you will come across different situations when
you will need a vertical along with a horizontal variation for your
logo. Keep in mind how you can re-purpose your logo as you’re creating
5) Pick Versatile Color Options.
Eventually your logo will be used on a black or colored background.
Always be sure to have logo color options for a dark background as well
as for a light one. That might mean only have to changing the color of
your font or in some cases you may have to change the color of your
Create one of each option to make sure you’re prepared when ordering
promotional products in the future. T-shirts, stickers, notepads, and
coffee mugs are just a few of the many items that you’ll have to have
different color variations of your logo for.
6) Choose a Font.
Believe it or not, the font choice can say a lot about your business.
You could choose a font to either be serif (with feet) or sans serif (no
feet), also known as classic or modern.
Stay away from fonts that are generic and on every computer out there. Some examples of generic fonts are Times New Roman, Lucida Handwriting, and Comic Sans. Those fonts will only work against you and your company by making you less memorable.
7) Ensure Scalability.
Logos are meant to represent your company on multiple platforms in
print, online and throughout social media. You want a logo that can be
blown up extremely large for a billboard and then scaled down very small
for a pen. It’s important that regardless of the size, that every part
of your logo is legible.
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