Creating A Well Designed Logo
Creating a well-designed logo is an important step in any business. Your logo will establish your brand and will help build strong lasting relationships with your customers; it is a chance for your business to build and gain trust.
Let us talk about the different types of logos:
Symbol or Icon
A symbol or Icon is a simple image that is stylized to represent the company in an easy to remember fashion. Sometimes the image will represent the company name like Apple’s apple logo or Shell’s shell logo. Other times the logo may be a made up symbol that now is associated with the company name such as Pepsi or the Nike swoosh/checkmark.
Letter mark logos are typographic in nature, they use the company initials or letters to make the logo itself. Good examples of letter marks are Proctor and Gamble’s P&G, CNN, and Calvin Klein.
This is a pretty straightforward way to represent the company’s name is a stylized way. These logos will spell the entire company name or brand in a very unique way such as Facebook, Coca-Cola, and Subway.
Combination marks will combine both a wordmark and an icon or symbol to represent the company. Companies will often use these types of logos to give association of the company to the symbol. Before Nike had just the swoosh they included their name so that viewers knew what the swoosh represented, now when customers see the swoosh they know exactly what company that represents. Usually Combination Marks can be separated into 2 different usable logos that still represent the company. Examples would be Shell, NBC, and Adidas.
Emblems are usually the most complex of the logo types. The Word Mark and Symbols are combined into one design. Some examples include: 7UP, Paramount and Harley Davidson.
You should always have your logo designed by a professional Graphic Designer. They should provide you with the expertise to design your logo to last and not have to redesign every year which ultimately breaks down brand loyalty and trust. Have an idea in mind for the designer but remember they are the experts and will be able to point out details that you may not have thought about, you can read about How A Graphic Designer Can Help Your Business.
Colours have meanings and can provoke different emotions in your customers or clients, it is important to research colour and understand colour theory when designing a logo – this is also something to look for and ask when choosing a graphic designer. Common associations are green for money, blue and greens for cool and calm. Don’t forget your logo should be describable for your ADA compliant Website.
Most wordmarks use their own handmade fonts, you can choose any font you want but remember the font you go with should accurately represent your company style and message. Certain fonts are curly and flow while others are boxy and hard edged, be mindful of your industry and business moto.
Your logo should be ready to use on anything. A good graphic designer will keep all this in mind when designing your logo, they should also be providing you with different version of your logo to apply to different materials and used in different processes. You should at minimum have your complete logo, a black and white version. Think about your company goals and where you would like to see yourself in the next ten years. Will your logo need to be embroidered? Will you want mugs, hats, or any other promotional materials? Will you have an app?
If you really want to look professional and have your logo used by others to promote you brand you should also have a brand guide created. This is usually separate from the files you will receive from the Graphic Designer and will clearly layout all the rules for your logo. What logo to use when and where, what it can and cannot go on, sizes, dimensions, and all other rules pertaining to your logo to keep it consistent wherever it is placed.