Logo Design: Tips You Need to Know
You may not have expected to spend time creating logos, but at some point, every web designer or developer runs across a project that needs one. Designing these symbols might not seem like a big deal—but it is.
Of course, many websites survive and thrive with minimal design work. A great example would be CitizenshipBureau.com which is operated by a colleague.
Logos are the first marketing piece potential customers see. They have the power to make people want to work with a brand, or the power to drive people away. Which means that if you were just planning to slap your client’s name on a cool-looking template, you might need to rethink your strategy.
Before you can choose a logo template (or create a design from scratch), you have to understand what makes a successful logo tick. Unlock the mysteries of logo design with these seven keys to creating a logo.
- Be enticing
Designing a logo isn’t about choosing what looks cool or even what represents the brand. Good logos do both of those things—but their main purpose is to entice the target audience to take action. In this respect, logos are a lot like web design. You have to create a user experience based on the audience’s wants and needs that will make them interact with the brand.
- Be unique
When multiple companies cater to one audience, their branding starts to look the same. That’s why you see so many tech companies with blue logos, and why every coffee shop on the planet uses some sort of hipster font. Rather than copying these popular designs, think about what they’re trying to achieve—then try to produce the same results a different way. You’ll have a much more memorable, effective logo.
- Be timeless
Good logos are like George Clooney—they’re appealing no matter how old they are. Consider these examples: except two unfortunate years in the 1980’s, Coca-Cola’s logo has almost always been a script font; Pepsi still uses the round red, white, and blue logo it adopted in the 1940’s; and the Shell gas station has had its seashell symbol since 1900. Take a lesson from these classic logos and make your design appealing for generations to come.
- Be new
“Timeless” is not the same as being stuck in a time warp. While classic elements make a great foundation, a logo that’s totally buried in the past won’t get you anywhere. You also need to add a little modern twist to appeal to today’s audience. That could be a bold color, a playful adjustment to a font, or any other innovative design that catches your audience’s attention.
- Be simple
A person’s brain takes longer to see, register, and process a complicated image than a simple one. That means a complicated logo is harder for people to understand on short notice—and since logos are meant to be viewed at a glance, this can do some serious damage to customers’ brand recognition. It’s best to remove any unnecessary elements from your logo, so people can see and understand it quickly.
- Be consistent
Just like a website, you’ll have to make choices about your logo’s colors, style, spacing, and so on. It’s easy to make contradictory design choices, such as pairing a masculine color like hunter green with a feminine display font. Your job is to prevent this from happening. Check that your design matches the brand’s identity and that it will appeal to the proper target audience.
- Be adaptable
An untested logo is an unfinished logo. While you’re designing primarily for web, this logo will almost certainly be used in other places. You can prepare for this by making sure your design scales from large to small sizes and back again. Be sure to check that your logo looks good in black and white, too—just in case it ever gets printed on a colorless printer or your client suddenly decides to go grayscale.
Learning the ins and outs of logo design takes time and patience. Fortunately, you can cut down on the amount of trial and error when you follow these seven simple principles for designing the perfect logo!