Last week we chatted about the importance of investing in professional logo design. It’s important y’all, but I won’t harp on the subject more. Instead, I want to chat about different factors that make the perfect logo.
Often we see logos and think, “how simple! Surely that design took 5 minutes to create.” Not true! A simple, perfectly designed logo takes weeks and often months to piece together. The process begins with hours upon hours of research, followed by hours upon hours of sketches and brainstorming. Most of these hours are spent by the designer preparing rough drawings the client may never see. Once these steps are completed, the designer will then move into concepting out the logo ideas, each using the below factors to make sure the logo is perfect for their client.
The psychology of color is a tried and true method of making sure your logo fits perfectly with your business and within your industry. In the spring, we briefly chatted about the psychology of color. We understand how colors are associated with feelings, but did you realize that this same psychology is tied into your branding?
Logos should fit all aspects of your business. You want a logo that will translate well onto a shirt, pens, billboard and website. Having a logo that transcends mediums will keep you relevant (and will showcase your business wherever you want!) Logos don’t need to incorporate every icon you’ve ever enjoyed. Think simple. Think Nike. A simple swoosh and you know exactly what company is represented. By capturing the essence of your business in a simple design, your logo will be easier to read in all of the various mediums you use it in.
A logo should stand the test of time and represent your business throughout the ages. You will spend a chunk of change and some time getting your branding and logo in place. Do you really want to reinvest all of that energy every few years? The answer is no. By having a logo that represents you well now and can be relatable for years to come will be valuable to your business by saving you time, money and allowing your customers/potential clients to recognize your branding for years to come.
Your logo is important. It represents your business and draws clients in, but it cannot stand alone. Gabor Schreier, the executive creative director at Saffron Consultants puts it perfectly.
"A logo encapsulates a brand, and reflects what it stands for. But it doesn't live on its own. It's encompassed by a coherent identity system, and flanked by other design elements, such as typography, colour, photography and tone of voice. For me, that's the main difference between identification and identity."