A great logo is more than images and words, a good logo tells a story about your company – who you are, what you do and what you stand for. That’s a lot to ask of one piece of art, which is why it’s important that you take the time to do it right. The suggestions below will take you through the process of designing a logo that will successfully brand you in the marketplace.

1. Determine the primary function of your logo.

A logo represents your brand through the use of shape, fonts, color and images. Being clear on why you need a logo can guide your design.

  • Boost recognition. Is your company new or competing in a field with a lot of other players? Having a strong logo can help clients recognize your brand more readily.
  • Create memorability. Consumers shop with their eyes and logos can be easier to remember than names, products and services. Over time, a customer comes to associate your logo with your company.
  • Create trust. Part of bringing in and keeping clients is based on their willingness to trust you. A solid logo that conveys your honesty and integrity can help put clients at ease.
  • Enhance admiration. If clients already have a good impression of your business, you can build on that by creating a logo that is well-regarded for its good looks, cleverness or effective simplicity.
2. Think about your target market.

It’s important to be clear on who your client is and customise the look of your logo to appeal to those who will be using your services. A logo for a florist shop could incorporate a whimsical font and a bright color scheme; this wouldn’t work so well for an auto body repair garage.

  • A logo for a law firm must communicate integrity and strength; not necessarily the look that would work well for a catering company.
3. Follow your company’s colour scheme.

If your company has already established the use of certain colours in it’s signage, advertising and other materials, it’s important that those colours are reflected in the logo

Consistent use of colours builds familiarity. You want customers to be able to mentally “link” your logo to the company.

  • If your company has branded itself with specific colours, your customers will have developed a subconscious association with those colours.
  • If you don’t yet have an established color scheme for your business, do some research on the psychology of colors so that you can choose appropriately. For example, red signifies strength, passion, energy and confidence but it can also signal danger.
5. Be inspired by but don’t copy successful logos.

While it might be tempting to create something that looks like your favorite corporate logo, it will communicate an unintended message to your audience – that you’re lazy and uninspired.

Look at logos of other business similar to yours. Ask yourself what you like and don’t like about them. What works and what doesn’t. Don’t get overwhelmed by looking at too many examples – 10 or 12 should be more than enough to give you ideas of what to do and what to avoid.
  • A successful logo should be simple, memorable, timeless and appropriate. Keep these as goals as you play around with ideas.
  • If you’re struggling for ideas, trying using different key word to conduct searches online or use a thesaurus to move your thinking in some new directions.

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