A logo is an important part of the identity of a business or brand.
It is often the first visual point of contact you have with potential customers, and you only have seconds to make a good impression.
Can you think of a single business that doesn’t have a logo of some sort?
In this logo design guide, we will try and explain what you need from a logo and how to get value for money and perfect results from your new logo design.
What is your logo for?
A logo is a way of leading potential clients and customers to your business – it’s a bit like a fancy sign post.
Without a good-looking logo, your business could get lost in a crowd.
A powerful logo helps your business to stand out from your competitors.
Imagine your logo is a Manchester United supporter in a red shirt in the crowded home stand at a Chelsea game (blue shirts)! It will always standout and attract attention.
You want your logo to do exactly the same thing, but in a good way that attracts the right kind of attention!
How do I design a strong logo for my business?
With the help of a good graphic designer – unless you are extremely proficient at using specialist design software.
If you are working with a designer, there are still several things you need to consider before the design process starts.
A bit of thought at this early stage will ensure you end up with a logo that looks great, works well across your entire business and that will serve you well for years to come.
What logos do you like?
Gather examples of logos you like and save them to share with your designer. This can be on a Pinterest board, as email attachments, links to websites or even printed and stuck on a piece of paper – the important thing is giving your designer an insight into your preferences.
Logos you like can be from any industry and it can actually help if you have examples from different industries as this could help you stand out from the crowd.
Do you like modern and contemporary styles, or classic and rustic? Or, maybe a retro feel would suit your business? Find examples which you think reflect the values of your business.
Do I need an icon in my logo?
An icon is an image than can be incorporated into your logo.
Most businesses and logos today seem to have an icon of some sort. This is mainly due to the uprising in social media and the need to have an instantly recognisable icon on your social network of choice.
You need an icon that will work in different ways within the main body of your logo. This is because logos are used across so many different media nowadays like your website, business stationery, vehicles, social media, adverting, print and signage.
A long thin logo isn’t always going to work well on a hanging sign outside your shop or office but a square logo won’t always sit well in a website banner. So, your logo must be able to adapt depending on where you are using it.
What does my logo need to say?
Nothing! Your company name is enough.
Think about big brands and how few of their logos include wording about what they do?
Apple just says apple, with a picture of an apple. Nowhere does it say, “We build phones and computers.” That’s because their marketing does that, and a logo is just a logo – don’t expect too much of it.
However great your logo is, it cannot be solely responsible for marketing your products and services.
What colours should I use in my logo?
Well, that’s not strictly true, but a well-designed logo needs to work well in black and white before you should start thinking about adding colour.
This is again because of the many ways your logo will be used. It’s always better to design your logo in black, and add colour once you’re confident it will reproduce well wherever you use it.
The colours you choose are down to your preference, although there are usually colours associated with different industries which could influence your choice.
For example, you’ll notice that businesses in the leisure industry tend to use lots of blues and aqua, and oranges and yellows are more popular with tradesmen and the construction industry.
Ultimately, it’s your choice but, it’s sensible to look at what others are doing in your industry as you don’t want to put customers off by making the wrong choice.
If you spot a gap in your market in terms of colours that nobody else is using – great! But, do have a good think before choosing bubble gum pink or lime green – there could be a good reason no-one else is using it!
Try and limit the colours in your logo to two, or three at a push. We’ll explain why later.
Where will I be using my logo?
You should be planning to use your logo on anything that will be seen, touched or read by your customers.
This includes everything from vehicle livery, work clothing, business stationery, invoices, your website and social media.
Every customer touch point should clearly identify your business and create a good impression of your company.
Why does it matter where I will be using my logo?
Different platforms need different file types and having lots of colours to incorporate will be more expensive.
Without getting too technical (too late!), websites need png, jpeg and gif’s whereas T-shirts, vehicle graphics and signage need vector graphics. Print can use vector and jpeg files.
Every additional colour used, for example, in your signs or embroidery, could cost you extra. And, publications you advertise in may only use black and white or offer a discount for a black and white advert.
A good designer will understand all of this so you don’t have to worry, but it’s important to consider where you’ll use your logo to make sure you have the correct files and formats.
Designers are good, but we can’t read minds!
If you have no idea of what you want from your logo, how will your designer know what you need?
If you were having a new kitchen fitted, you’d give your builder a pretty detailed brief about how you want the end product to look.
Working with a graphic designer is no different – we’re really good at what we do but we do need some clues!
The logo design process
With the right steer from you, a good designer will come up with creative ideas and designs that will be developed into concepts and drafts.
Working together, we’ll develop and tinker with the drafts until you arrive at the logo that feels right and you both know will work well.
This can be a long process, involving several rounds of development to create the perfect logo and we promise it will be worth your time and involvement.
A good logo will grow with your business
A logo needs to stand out, appeal to customers and clients and have staying power.
Big companies like Google, Facebook, Apple, Coca Cola may refresh their logos slightly over time, but the basic design always stays the same because they have such high recognition with customers.
You may not be in the same league now, but you’ve hopefully got strong ambitions for your business and building recognition in your local area or industry is a great starting point.
A logo is just the beginning
As we’ve said, your company logo is the first visual touchpoint for customers and potential customers.
But don’t forget, your logo is just one part of your company’s overall brand.
You still need to consider all the ways you communicate with customers and getting your company tone of voice, content, imagery and customer service just right.
This should all be addressed in your overall marketing strategy and in your company training and values.
How can Brandabble help your business?
We’re design and marketing experts.
We understand the role of a great logo and how it fits into your company’s branding and marketing. We’ve got the creative skills to make sure your logo really does stand out from the competition and is practical as well as beautiful.
Brandabble’s logo design service
Brandabble is a small marketing company, based in West Sussex.
We have over 35 years’ experience in marketing, graphic design, copywriting and creating websites.
We help small to medium sized businesses to punch above their weight and communicate more effectively with their customers.
From brand identity and logo design, to creating beautiful websites with engaging content, we are a one-stop-shop for all your marketing needs.
Our Marketing Bundle gives your business everything you need to really make your mark and get you noticed – click here to find out more.
We love to chat, so get in touch today and find out more about our professional, imaginative and affordable approach.
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