Logos are ingrained in our minds much more than we may think. Most people could be presented with the logos of top brands like Nike, Apple, FedEx and many others, and know immediately what they are. So to say that logos are important for building a successful brand is a bit of an understatement. A great logo sets the tone for your company. Yet more importantly, it helps you create that all important brand, what your company is all about; the culture, attitude, and everything else that makes a business unique.
As a graphic designer, you need to understand that. When a company comes to you looking for a logo for their business, they are actually asking you to help them create their brand. You want to create a strong logo that will help a company build their ideal brand that will last them for years. To help you do that, below are 5 elements you should remember when designing a logo.
1) Keep It Simple
One thing all great logos have in common is that they are simple. Think about Nike and you think about the swoosh. Think about Apple and you will, of course, think about the famous apple with a section cut out of it. You want it to be easily recognizable and easy to remember for someone that perhaps just sees the logo for a split second.
This may seem a little harder to create but you want to create a logo that is easily remembered by people that see it. Think of McDonald’s and the golden arches or Starbucks and the Greek siren that is part of their logo. You want people to be able to recognize the logo easily and yet still stand out from other logos out there.
Businesses want a logo that will last for years, perhaps even decades, so you don’t want to design a logo that is too trendy and will be out of style in a few years. Go with timeless design elements. A great example would be A&W Root Beer, as their logo hasn’t changed in more than 40 years.
4) Target Audience In Mind
When designing a great logo, it should also be created to reach the target audience of the company. If it’s a logo for an upscale clothing line, you would not want to create a logo like Toys r Us. It’s not representing what the brand is all about. One is trying to portray elegance and fashion, while the other is saying this is the best place in the world for kids.
5) Keep It Versatile
You want a logo to be all the things listed above while also being versatile in the way they can be used. This means that all the elements would still be recognizable even if the colors were inverted or changed a bit. A great example again of this is the Nike swoosh, it wouldn’t matter if the swoosh was white, red, or blue, as you would still recognize what brand it’s representing.