Ten seconds might not seem like much, but in the business world, it matters because that is how long it takes for consumers to form an impression of a brand’s logo.
Since a logo is akin to an “ice-breaker” for your brand and also a visual “elevator pitch,” there is a lot of careful thinking that needs to be done before making a logo public.
Your logo can make or break your business because it tells a lot about your brand’s USP. It is the first thing that your prospective customers see, which also influences their pricing decision. I have been a designer for the last seven years, and I know the custom logo design process is complicated.
1. Initiate the whole process
A professionally designed logo costs anywhere between $2 to several thousands of dollars. On top of that, lots of time gets invested in iterations. Therefore, take some time off to create drafts or collating samples of your desired logo before you hire a custom logo designer.
The right way is also to discuss it with your team and ensure the logo is in alignment with your brand.
2. Learn about business logo design
Of course! But that doesn’t mean you should become a Renaissance-level painter of logos. Learning about the design process of a logo is enough for a business owner.
Several educational websites offer business logo design training programs that can be completed within a week. Participate in those programs, and use the knowledge gained to supplement your discussions with your creative team or graphic designer.
3. Avoid clichés
There are specific logo designs that have been used to death, such as the bulb vector for an “idea” or the gear vector for anything “machine-related.” Avoid such clichés by first becoming aware of what they are. It’s best if you design a logo in line with the identity of your brand and its USP, no matter how peculiar it looks.
4. Consider using a type-only logo
According to Integer Group, 77% of consumers make purchases based on brand name. Therefore, you need to make a logo that has the name of your company creatively represented. Ensure that you choose the right typeface, so that your logo looks professional.
However, since our brain can process images 60,000 times faster than text, it’s best if a catchy symbol accompanies your logo text.
5. Choose proper colours
There is a colour for everything. Just like blue is for peace and red is for passion, colours need to be used for the right context. There are also different meanings behind the level of brightness of your logo’s colours. A signature colour increases brand recognition by 80%. Therefore, using the wrong colour can do more harm than good for your brand.
6. Avoid making stationary logos
If you look at the logo of Twitter, you will notice that the blue bird is not stationary but appears to be flying high in the sky. The element of movement gives the logo a boost in terms of its “energy” and makes it look like it is always on the move. Customers can relate to such logos better.
7. Make your logo unique
With so many generic logos out there, it is essential to make a logo that will make your brand stand out. Just because there is room for creativity doesn’t mean you need to compromise the brand identity of your business while designing your logo.
Pixar created a logo that has a lampstand to signify the number of hours its animators burn the midnight oil to create high-quality animations.
Over to you
Give your prospective customers not only something to look at but also get curious about its origin or backstory. The tips mentioned above are tailored to ensure you get to be comfortable with the business logo design process but also get an end-result that you like.