A modern business needs a modern logo that can help communicate a message to prospects and customers. You need to get as many people to engage with your brand and remember your name as much as possible with visual tools to boost brand awareness and increase sales. Your logo isn’t just a symbol your business uses on its website; it can be an effective marketing tool that helps you reach more people. Here are tips to help you design a better company logo.
- Don’t Be Cheap
Any business can purchase a low-cost logo online. Unfortunately, when you purchase a pre-made logo, you never know what other businesses might already be using it. Not to mention, consumers are smart. They’ll know if a logo looks cheap or pre-made, which can alter brand perception and make your company appear weak.
Instead of looking for a logo that has already been designed (possibly for another business), consider working with a graphic designer who will get to know your business and its customers so they can design something specifically for you. When you put more money and effort into your logo design, you can effectively reach and engage with more quality customers that want to help your business succeed.
- Know Your Brand
Before you design your logo, have some insight into your brand. You need your logo to speak to a particular group of people. Your logo will appear on your company website and company blog. For example, if you run a business selling tennis and running shoes, then you’ll need to appeal to people who enjoy running and being active. Your blog for active people will appeal to individuals who enjoy sports and exercise, so your logo should also appeal to that group of people.
If you don’t know your target audience, now is the time to start doing some research. First, check your social media analytics to find out more about the people who follow you online. You can also gain insight into your audience by using Google Analytics on your website so you can learn more about the people who are already doing business with you.
You should also know what your brand’s personality is. Your logo will need to match the same tone you’re already using to market your business. For example, if you run a toy company, you’ll have a different brand personality than an accounting firm.
- Represent Your Business
Your logo needs to represent your business. The colors and images you use in the logo should align with how your business makes its customers feel. Colors can impact mood and make your prospects feel several different ways, so you must understand the different types of colors available and the emotions associated with them. Aligning your logo with your business can help you begin creating a brand identity that will help you stand out among the competition.
- Learn About Your Competition
The best way to start brainstorming ideas for your logo is to see what your competition is already doing. If you know who your competition is, you can begin looking for their logos on their websites and writing down what you like and dislike about them. Learn about the types of products and/or services your competition offers and what strategies they use to attract prospects.
Next, take a close look at their logos and make a note of fonts, colors, and designs.
- Sketch Beforehand
Don’t start creating a logo in a graphic design program until you’ve started making sketches and have an idea of what you want it to look like. Make sure you have a few ideas you like before you begin designing.
Free sketching will allow you to get as creative as necessary to find a logo design that’s effective and complements your brand.
- Make Your Logo Different
Your logo needs to stand out from your competitors. If you notice your competitors’ logos all look similar and use similar colors or fonts, consider doing something different while keeping your brand identity in mind. For example, if all of your competitors use the same font, you might want to try something different. However, make sure the font you use reflects your brand. For example, if your business is an accounting firm, you don’t want your font to look too funky as it can easily become unprofessional.
After you’ve created your logo, consider running it through Google Images to see if anything comes up that looks like your logo. If you find out your logo looks very similar to another company’s logo, it’s time to go back to the drawing board.
- Remember Impression
Your logo needs to have a lasting impression on everyone who sees it. In most cases, people only need a glance to memorize a good logo. Therefore, your logo should be unique and eye-catching to create the impression your business needs.
- Plan Colors Beforehand
As we have mentioned, colors play a crucial role in brand perception. For example, red can be energetic or aggressive, while blue is typically considered a calmer, more professional color. Bright colors grab people’s attention. However, be careful you don’t use too many bright colors that can distract from the purpose of your logo. All colors invoke emotion, so it’s up to you to determine which emotion is right for your business.
- Make Variations
There are a few different types of logos, including logos that include the company name as the main feature and logos that are symbols. Many companies make variations of their logos they can use on different types of marketing collateral. For example, while you may want a logotype on your website, it might not look as appealing on a billboard.
- Keep Your Logo Simple
Making a logo that’s too abstract may catch people’s eyes, but it can have a lasting negative impact on your business. By keeping your logo simple, you can allow people to easily memorize your logo so they can associate it with your brand. An effective logo design will help increase your brand awareness and recognition so you can take your business to the next level.
Marné Amoguis holds a B.A. in International Business from UC San Diego. She is a contributing writer at 365businesstips.com where she loves sharing her passion for digital marketing. Outside of writing, she loves traveling, playing music, and hiking.