Think a logo is just a simple picture? Au contraire. A logo is your brand, it’s your identity, it’s how people perceive you. Even toddlers can identify logos. (We dare you, find a kid under five and show them the Disney logo or McDonald’s or Apple’s and see if they don’t know what it is for.
You back? They knew it right? See told ya!)
So what’s in a logo? What goes into a strong logo design? What should you be looking for if you are creating a logo or giving your existing one a facelift? We’ve got the answer in five easy steps.
Step 1 — Be original.
We know that asking for something unique is a tall order when it feels like everything has been done. But when it comes to your logo, crafting something that is clever and stands out is not a mere request, it is essential.
Step 2 — Be flexible.
Your logo doesn’t have to be a picture that explains what you do. It also shouldn’t be something that people have to stare at and analyze to figure out. So think bigger and be adaptable. Consider how the logo will work across a variety of mediums — it may need to be billboard size or fit on a business card, work on a television and a smartphone. How will it look in any of these formats?
Step 3 — Be true.
Your logo should reflect an understanding of your company’s brand. And don’t get totally wrapped up in aesthetics or trends. Ask questions about your brand. Is your brand focused on doing something or creating a feeling? Does your brand march to its own drumbeat or is it more conventional? If you stray from the essence of what your company does in the logo, it won’t resonate with customers.
Step 4 — Be patient.
Remember what we just said about resonating? Well part of crafting a logo is sitting back and letting it work its magic, which may not happen overnight. You need to be patient and wait for success to come. If you skip the trends and aim for timeless, someday people may be citing your logo as what others should aim for.
Step 5 — Be appropriate.
If your brand is fun, then you can have some fun with your logo. If your brand is more serious, then your logo should reflect that. This means thinking about not only the imagery, but also the font of any text and the colors in the logo. All of these factors combine to determine if your logo is appropriate for your brand.