Your brand logo is the first impression visible to your potential customers. It is the first piece of branding that determines the success of your brand as it stays with you the longest. A logo introduces people to your brand, what it stands for, what it does, its products and services, and even its vision. Your brand logo connects you with your customers and investors are likely to put money in brands that they feel a connection with. For the new customers, a logo is your brand identity that gives them an idea about its products and services. Although, the logo is not the only important element of the branding it is the center of your branding strategy. There are hundreds of brands seeking consumer attention in the same industry, which means your brand logo must be unique. Your brand identity is based on a number of design elements that leave an everlasting impression on people. These elements include your business cars, billboards, vehicle graphics, uniforms or apparel, coffee mugs, and other advertising material. A logo is the face of your brand and it makes your brand memorable for your audience. It helps people picture what they feel based on their connection and experience with the product or service of the brand. The aim of the logo is to develop a pleasant experience for the people when they look at the logo and feel like buying its product or services. The logo designers shape and color the brand logo to fit in with the brand vision; thus bringing out the essence of the brand in the logo and making it attractive to the target audiences. The best logo designers around the world use the following basic rules to create your brand identity:
- Know Your Brand
In the same industry and profession, different clients might have a different approach to work. The custom logo designers need to understand each client and come up with a unique logo that represents their brand. Knowing your brand is the first step to creating a logo that becomes the priceless asset of the company. This step involves asking relevant questions with your clients to get a precise and appropriate specification about what they do, how they do it, what makes them stand out among competitors, their values and vision, their customers, etc. Cater all the important details in this step, as missing anything will affect the quality and impact of the final logo. The better you know your client, the easier it is to grasp the idea of what their brand identity should look like, and thus you can draw upon the initial sketch of the logo.
Sketching gives you the freedom to play around with your ideas. It gives you the leverage to explore your own creativity along the lines of the client’s requirements. It saves your time as it helps you to get an idea of how the logo looks before making the final logo. Although, there are several digital tools available where you can sketch a rough idea for the logo design but still the sketchpad and pencil are a quick way to draw. It is not a great idea to jump straight to the illustrator and create the final logo for your client. Brainstorming different ideas and using sketches to help you create the custom logo which is memorable, represents the brand values, incorporates the client’s requirements, attracts the target audience, and above all differentiates the brand from its competitors.
- Use Black and White
Great logo designers of the world focus on the difficult elements of the logo instead of easier ones that can be changed later. Therefore, they work on the basic concept in black and white colors. Usually, adding the colors from the initial stage results in a distraction from the design aspects. If the idea is poor, it cannot be corrected with a beautiful palette, while a brilliant idea will look amazing even in black and white. The advantage of working on black and white initially is that it helps you work on the fundamentals of the concept, trace the mistakes and correct them.
4.Simple and Easy to Remember
All the world-famous brands have a look that is simple, clear, and easy to recall. As the designer, you must avoid a detailed design and emphasize on minimalism in logo designs. The great quality of a simple and minimal design is that it sinks into your memory. As soon as, the customers look at the logo they instantly connect with the product or that service of that brand it offers and the experience associated to it. A custom logo is rightly said to be a trademark of your brand. A potential advantage of the logo simplicity is its usability on different platforms, sizes, and applications. We are at the dawn of a digital era and you may need to use your logo on more than one platform beside the company’s website. More the simple a logo, the simpler it is to apply it to various digital and print media platforms.
- Bring Life to Your Logo
The digital world doesn’t work with static pieces of graphics. The dynamics of the digital world are constantly changing and it requires your brand logo to be applicable practical and alive. The new approaches in branding requires motion graphics and animation that no longer serves the piece of graphic that sits quietly in the corner. Nowadays, logos are expected to give an immersive brand experience to the audience. They are more open to experimenting, unpredictable additions or components, and the application of advanced design techniques and tools.
Logo design is a subtle way to represent what you do, who you are, or what you sell. If you make it too literal with the symbol or element that you use is in the logo it doesn’t remain a logo. A custom logo design is the essence of your brand and to make it enduring you must design it basics of abstract marks. Sometimes companies would even prefer to ignore what they do but highlight who they are in a logo to attract their audiences. The audience gets connected with the icon, symbol, shape, or color of the logo later. Subtlety aids simplicity and applicability, just like the logos of Shell and Penguin doesn’t give an idea about what these companies sell. But these big brands are recognized by their logos from the distance.
A brand doesn’t always need a logo with a symbol, you can also design a wordmark for your brand. Often the most famous companies of the world rely just on a Typeface. Google and Mobil are examples of great brands that are focused on letters. In a demonstration of your brand identity via typeface logo you need to be legible and avoid the need to overdo with colors and font design. Choose your font style according to your brand. Symbols are not essential for logo designs, especially if you have a unique wordmark idea in your mind. You can also design a typeface that goes well with the symbol too.
- Broader Brand Image
Your brand logo doesn’t work in isolation but with the combination of all the branding elements like business cards, website, social media, apps, and marketing material that supports the business. Therefore, designers have to see the big picture of the brand when designing its custom logo. If the logo is designed in isolation with other elements, likely, it wouldn’t go well with them. Logo designers shouldn’t forget to ask for the relevant material (pictures, posters, website mock-ups, etc.) to get an idea about how the logo gets along with the other elements. The theme, fonts, and certain elements of the logo can be used as the central point for visuals on the marketing platforms.
Your logo design should be appropriate and relevant to the vision, values, and ideas of the brand. Such as a sophisticated font is suitable for a women’s luxury brand and a funky font is preferable for the children apparel brand. Just like fonts, colors also represent emotions, maturity levels, statuses, flags, morals, nature, etc. Using the right colors for your brand doesn’t only make it easier for the public to remember but makes it look like a relevant brand in the field. It makes it easier for the brand to sell their idea to their target audience if their brand logo is easily identifiable by the product they sell, the quality of product or services, the age group of the target audience, etc. Custom logo designers are the actual sellers of the brand, not just designers. They design logos to grab the audience’s attention and being the artists they have the right knowledge and aesthetic sense to come up with the relevant ideas. As a logo designer, you must be aware of the rationale behind your logo.
- Make the Difference
A great designer always seeks to make a difference with fonts, colors, styles, design elements, and presentations. The designers who value uniqueness don’t try to fit in with the trends or what the competitive designers are doing but play with their own ideas. This makes them stand out among other designers who don’t seem to strive for the difference. This digital world is bringing so many startups in competition with world-class brands that already have a good customer base. With an ordinary logo and brand identity, these brands wouldn’t be able to get the public’s attention. Therefore, logo designers should be more vigilant about the uniqueness of the logo and how its differentiation gives the brand a competitive advantage over rivals.