Creative & Design | 3 minute read
A logo is the forefront of your business and plays a powerful tool in branding. When designed correctly it can be instantly recognisable, stand out above the crowd and can even evoke feelings of nostalgia.
When interacting with a brand, the logo can also be the first exposure a customer has, so getting it right quickly is key to a successful interaction.
But why is a logo so important, and how do you create a successful design? We explore the top questions to ask yourself when designing the heart of your branding and why the support of a graphic designer is a key component in achieving this:
What is the difference between a logo and a brand?
“Your brand is what other people say about you when you’re not in the room” – Jeff Bezos.
Branding will inform your audience about the core messages, goals and focus of your product or service whereas your logo should be used as a recognisable and quick communicator that represents your brand.
To establish your brand in your logo quickly, use simple text stylisation and colour schemes that, when used consistently across your design elements, create recognition across your brand touchpoints. Each and every company has a unique trademark colour that represents them, for example, the McDonald’s yellow, or the Cadbury purple! This can be easier said than done and sometimes simplicity – whether a splash of colour or a certain icon – can be enough. Designers will take advantage of this visual component and use it cleverly to link the two elements together.
Do I have access to the right tools to design it?
Gone are the days of mocking something up in MS Paint. Today, there is a wealth of online tools to begin illustrating and designing concepts, often allowing you to share with others for thought and opinion, but be careful. A potential trap to fall into is the use of free online templates.
Whilst convenient, free templates can lead to a very unprofessional feel and a lack of continuity in your brand – you may even come across similar designs in other businesses! Investing in the support of a qualified graphic designer will not only allow for more creative freedom but will also bring more options to the table.
Designers with experience in software such as InDesign and Photoshop are particularly preferable. The Adobe Suite is hard to navigate around so no number of tutorials will amount to the work of a professional designer!
How do I ensure my logo generates the right reaction?
Colour is a powerful tool in creating impact. Red, for example, can trigger both positive and negative emotions and can create a sense of urgency (and quite often appetite, which is why it features so prominently amongst fast food chains!)
Depending on how you wish to be perceived, and the message you wish to convey to your customers, colour is an important decision to make when approaching your logo design – take full advantage of this!
The psychology of colour theory can be quite the concept to understand, but a graphic designer will understand the importance of this in design, and alongside your guidance, will be able to cleverly inject the right colour into the right places, ensuring your customers react the way you want them to.
How do I adapt, or share this across my marketing touchpoints?
Marketing is 24/7 today, and in order to reach your customers, you need to be present in the arenas they interact in.
If you create a logo alone, it may not be versatile enough – but this isn’t your fault. What works in one area may not work in another, for example, your Facebook logo will be different in format to the logo on your business card, or notepad. Not only will the logo need to be ‘stretched’, ‘squashed’ or diluted in some instances, but it will also need to be made across multiple file extensions, which can be a challenge on its own.
Without the design experience, you may not know the difference between the file extensions and what individual purpose they serve. Common logo formats are: PNG, SVG, EPS, PDF – if these are not familiar to you, then it is a clear sign to hire a professional designer!
With your designer, you will be able to adapt your logo to fit every platform, keeping it versatile and flexible. A professional designer will think of resolution and proportion – these are two very important components that can otherwise be overlooked.
Author: Emma Jones, Creative at onebite