30-Second Summary:

  • Your logo is not the whole brand but conveys an instant message about your brand’s values.
  • Your brand is who you are and the identity associated with your company. Simply put, your brand is your story, while your logo is your face or identity. It should be straightforward and clear.
  • If you want to design a new logo in modern times, you must consider how it can be transformed and manipulated to embrace the digital world.
  • To give customers the best perception of your logo, make sure your logo is saying the correct things about your brand and who you are
  • Try to get as many opinions as you can about your logo and look at how it will be associated with your brand from a consumer’s perspective.

Company identity and the process of solid branding start with a solid logo design. Creating a brand-associated mark may sound simple, but there are many factors to consider when trying to achieve a successful logo design. Before finalizing a logo for your business, you’ll need to think about the following when crafting your logo.

What message do you want to pass to your target audience?

This is a fundamental question that needs a definite answer because it is the basis to help drive all other decisions to be made—trying to convey a geeky message? Playful? Traditional? Forward-thinking? Fast delivery? The FedEx logo design is appreciated for its usage of negative space, which shows an arrow pointing forward. You need to know what you intend to say before you can pass it across.

What set of people are you trying to reach?

This can begin as a simple demographic and customer question. Usually, something gender-neutral that appeals to both the male and female individuals can help you guide your font style, choice of color, and everything.

What exactly would your colors and/ or graphics represent?

It is pretty challenging to imagine all the color possibilities until you begin to look at 1,000 different shades of a particular color.  Certain colors are popular in some specific places; some are faddish, some are hard to recreate in other mediums. Generally, simple is usually the best. For example, you have a highly detailed graphic. It would probably show a high level of sophistication, but it could also be hard to read from a distance. This leads me to my next point.

In what context will it be perceived?

If many people are likely to see your brand on giant billboards and neon signs, coffee cups, the internet, store shelves, then you’ll need to design your logo with these angles in mind.  A logo is often seen in multiple ways, ranging from t-shirts to coffee mugs to letterheads.  Ensure that you consider all possible ways your logo may be used. 

How can it be transformed?

If you want to design a new logo today, you must consider how it can be transformed and manipulated to welcome the digital world. All social networks, for example, want a representative icon. Forbes uses just the “F” in the same font from their full logo, while Pepsi uses their ball logo with the white, blue and red stripes on Twitter.

What is the likeness between your logo and your brand?

Several graphic designers in the market will help you create a logo quickly, e.g., Fiverr. There are even automatic logo generators like Tailor Brands and Looka, where you insert your brand name and industry and press go. 

Your brand tells society who you are; it is the identity associated with your company. Simply put, your brand is your story, while your logo is your face or identity. It should be straightforward and not complex. It should be vetted thoroughly to make sure it does not come off as offensive or say something you don’t want. Most of all, a well though out logo shows that you care and put effort into the image of your vision. 

Can color be a factor associated with your brand?

All elements of your logo come into the limelight when it comes to client perception. Font, color, design, and shape each pass a message. Over 80% of customers/ consumers say color strengthens a brand’s recognition; after all, it is instantly associated with McDonalds when most people see yellow and red. Green, Gold, Black, and Silver in NFL logos play a significant role in identifying, understanding, and learning their differences. These signature colors would carry all of your branding from your website to company t-shirts.

To give customers the best view of your logo, make sure your logo says the right things about your brand and who you are. Following the fact that 85% of consumers report that color influences purchasing decisions, your logo is a crucial part of your branding.

What should your logo say?

Your logo should tell consumers that you are “fun”. Bright colors, basic fonts, and appealing features can be suitable for your logo if you work in a creative industry. Colors like orange, yellow, and red convey cheerfulness and brightness. The type of font you use can also make your logo seem professional. Elements that customers believe are hand-drawn and less stiff can keep them in awe of your logo.

Your logo should also posit that you are trustworthy and professional in delivering your services. Consumers can read into the most basic features of your logo. Formal, symmetrical symbols, crests, and other classic designs connote a professional and trustworthy outlook. Colors like black, gold, navy, and blue convey trust, which is why financial and medical companies often lean towards this formal and solid appearance.

Final Word

When it comes to logos, the persona and the personality are the first and most crucial elements. It explains what the logo says, the symbolism, and the messaging it passes to your clients. Before you find a logo you are ready to go ahead with, ask for second, third, and fourth opinions. Once you get your logo, use it on your social media, websites, marketing materials, etc. Make it your identity. The best logos try to create a timeless design combining all the elements of a good logo and deliver a finished product that conveys your brand’s values.