Adam Marquardt
Your brand logo is the face of your company. To create the best first impression with your prospects, you need to develop a design that captures all dimensions that your company represents. As a simple example, think of the Nike logo – it’s timeless, exudes confidence, and stands apart from the competition. An unforgettable logo like Nike’s will make your brand memorable, personable, and powerful.
You need to do much more than slap together something basic in PowerPoint or Paint. You need to invest in a design for the long term. Don’t feel like you need to overcomplicate the process, however. Just think of the Google logo – it’s basic, fun, and has undergone minimal change since the company’s launch in 1999.
Want to invest in a new company logo? No matter your design budget, here are five tips that you need to consider.
1. Maintain a holistic marketing plan and persona
Your logo should blend into your brand image. If you run a serious company, you’ll want a serious logo. If you’re committed to a blue and gray color scheme, you should steer clear of a logo design that’s orange and red. If your company has a whimsical personality, you can get away with a playful, cartoony logo. Whatever angle you take, be sure to consolidate your brand image.
A logo should fit into your overall marketing strategy. Think of the world’s largest brands – what do these companies have in common? Their logos speak for themselves. McDonald’s, Windows, Apple – you name it. Your logo design should convey meaning beyond words.
2. Involve your customers with the design
Have a couple of drafts that you’re reviewing? Can’t pinpoint a final version? No problem – just reach out to your biggest critics and advocates. No, it’s not your team – it’s your customers.
There’s nothing wrong with connecting with your customer base for advice. In fact, you’ll be better off for doing so – just look at Gap as an example. Two years ago, the retail giant redesigned its company logo, and reached out to consumers and designers for feedback.
The result? Shoppers hated it – and they did not hold back from telling Gap. Consumers helped save Gap from a terrible design mistake. If your customers care about you, they’ll be honest – so don’t be afraid to listen to what they have to tell you. The harsher the criticism, the better.
3. Don’t be afraid to be simplistic
Simplicity is elegant and powerful. We’ve already mentioned two examples of simple designs – Google and Nike, so let’s talk about a third (Twitter).
Twitter’s logo has become iconic in today’s online landscape. No text necessary – the design is so simple that it works with any type of icon associated with the business. Why invest in something complicated when you can achieve so much brand reach with a logo that is straightforward and catchy? There’s no need to incorporate overly complicated design elements when all you really need is a simple and memorable design.
4. Let your logo have meaning
The best logos are ones that communicate a key message without any text. Consider the logo for Wired, for instance – it’s as bold, fun, and energetic as the magazine’s content, mission, and vision.
Good design relies on psychology to help viewers see, feel, and perceive between the lines. Why beat prospects over the head with a marketing message when you can communicate your brand’s intent in a subtle, tasteful, and memorable way? Good design is all about the undertones.
When crafting meaning into your logo, keep in mind that your brand may develop or change over time. That’s okay – when mapping out your logo’s initial design, focus on values that you want to emphasize for the long-haul. These traits may include trust, energy, customer empowerment, or community. Invest in your logo for the long-term, but don’t be shortsighted enough to ignore the possibility of growth and change.
5. Final thoughts: be versatile
Your logo will be a part of every single one of your company’s marketing materials from business cards to flyers, websites, and social media pages. Make sure the logo design that you choose is optimized across your online and offline platforms. Having a logo that works well in a variety of marketing contexts is essential to your brand’s ability to connect with prospects. Look better than your competitors, and be memorable.
What elements do you think should go into a powerful logo design? What are the best brand logos that you’ve seen? Tell us what you think – leave a comment below.
