Designing Your Brand’s Logo

September 2, 2014



They’re the ultimate symbol for your brand and they’re anything but simple to design. Logos are often your first impression, and can ultimately lead to the decision to purchase from you. In a world full of logos, how do you make yours stand out?


Know your brand

When creating your logo, the most important aspect is ensuring it speaks to what your brand is about. Creating a list of words that embody your brand is a good place to start. Taking that a step further, you could also create a mood board with images that reminds you of your brand.

Beware when looking at other logos for inspiration. While they can be a good idea of what is already out in the field, you want to guarantee your logo stays unique and memorable. Keep your brand’s personality in mind. Don’t use crazy colors and curly fonts if you’re a top-tier lawyer. (Not that you would do that anyways.)


It’s all in the name

Some companies decide to stick with just their name as their logo. Using unique colors and fonts can give the same effect as a symbol if done right. Take for example Coca-Cola and FedEx; both are name based but evoke the same feeling as a symbol for those companies. Have you ever noticed the hidden arrow that is made up from FedEx’s ‘E’ and ‘x’? Take a look!

                        IMAGE: Coca-Cola / FedEx
Keep it simple

When designing your logo, it’s best to keep it simple and flexible. With your logo being used on various media types; like the web, print, apps, and more, it’s important to have a logo that will appear legible and crisp on them all. The logo might change slightly from avatar to print, but the feel and look should stay the same. For example, almost every social media site out there has a full logo and a separate but equally as recognizable logo for their apps.



                                                               IMAGE: Facebook / Pinterest 

Color means something
Color is a very important aspect of your logo and is almost as significant as the symbol itself. While bright colors grab attention, they can also seem harsh or in-your-face. Meanwhile, dull colors can get lost in the shuffle. What’s important is what you want the colors to convey about your business. The Logo Company released an article "The Science Behind Colors" and an infographic displaying The Psychology of Color in Logo Design.

Here’s what they have conveyed some of the colors to mean for company logos:

Red: energetic, sexy, bold

Orange: creative, friendly, youthful

Yellow: sunny, inventive, optimism

Green: growth, organic, instructional

Blue: professional, medical, tranquil, trustworthy

Purple: spiritual, wise, evocative

Black: credible and powerful

White: simple, clean, pure 

Pink: fun and flirty

Brown: rural, historical, steady


Online Tools

If you’re still having a hard time figuring out what you’re logo should be there are online resources you could utilize. Places like 99designs offer off-the-shelf ideas for people on tighter budgets and can also hold contests where people can submit and vote for their favorites, although you’re free to use whichever you’d like.

There are also sites like Logomaker and LogoYes that allow you to design your logo on their interfaces for free.

Your business' logo is one of the most important representations of your brand. Don't settle for something that you're going to want to change a few years down the line. The more lasting your logo can be, the more you can start to build your branding around it. With your logo being on every touchpoint you have with your customers, from business cards to your website, it's important that it is true to your brand and memorable. 

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