Logo design is hard work, but a good logo can make a huge difference in helping your customers identify your business. When you incorporate elements of a good logo, you stand out from your competition and are immediately identifiable with just the right combination of colors, shapes, and words. Every good logo goes through a number of revisions, and even after a logo meets the public eye, companies may rethink and revise their logo.
So what makes for a good logo? What are the elements of a good logo that you should include in your company’s logo? There are many things to consider as you develop your company’s logo. We have put together what we think are some of the most important elements of a good logo that you should have in mind as you sit and stare at the blank piece of paper in front of you (or blank Illustrator file).
A logo in its purest sense is the ultimate symbol for your company. It’s important to not stray from that fact. Your logo might be the first thing your audience sees, and in some situations it might be the only thing. Therefore, you have to take special consideration into the symbolism behind your logo.
At first glance, color is one of the most important factors of a logo’s symbolism. Colors suggest emotions. Fiery colors like red or orange might convey boldness or passion, while cooler colors convey calmness or sometimes sadness. Context will change the type of psychological effect colors can have on your logo. If you have never considered the psychological effect, we recommend you read up on what each color can trigger. Once you understand the link between color and emotions, consider what kind of emotions you want your company to show.
Another element to consider is shapes. Choosing between something as simple as smooth curves and abrupt angles can create very different effects. Also, consider shapes and their connotations. An octagon will recall a stop sign because they’re everywhere. Be mindful as you use different shapes as to what your audience is going to subconsciously (or consciously) associate with your design.
Memorability is one of the tougher intangibles when it comes to logo design. Many of the most iconic logos can easily be recalled after just one or two viewings. Think about the Coca-Cola design or the Disney script and castle. It’s hard to forget these logos.
Of course, many creative experts will give you this advice to be memorable without any direction on how to achieve this kind of recognition. Making a logo memorable is difficult (if it wasn’t, every logo would be memorable, and chances are even today you’ve seen dozens of logos and have forgotten most of them). So how do you create a memorable logo? One of the best ways is to be bold and take risks. Use vibrant colors or create a design that is uniquely you. We here at 2930 Creative always hold authenticity to be key when designing anything creative. Take for instance our logo: bold colors, interesting design, and representative of our company culture.
Ultimately, there is no silver bullet when it comes to making a memorable logo. We suggest going through a number of iterations before deciding on one design, take chances, and create something distinctly you!
As you design your logo, you should be thinking about cohesion throughout the entire process. Cohesion means that all elements are being considered as you design your logo. Namely, you should be thinking about color, shapes, font, and text and how all of these elements will interact with each other. For instance (and this is a very hyperbolic example), say you were designing a logo for Apple and you decided you wanted to create some text to go with it. You wouldn’t choose comic sans as the font because that would be ridiculous, but it is that kind of thinking that you need to be using as you go through every element.
A few things you should consider while you design your logo:
- How do the colors work together?
- Do all the elements of your logo match the tone of your company?
- Do the text (if any) add or subtract from the logo?
- Is the logo symmetrical? Asymmetrical? Is that what you wanted?
A great logo works with your overall branding and is the keystone to your identity. Make sure that your logo says everything about you that you want it to!
When we talk about creative logos, we don’t necessarily mean intricate or overdone. A creative logo can be bold and simple while still conveying the message of your company. Take, for instance, the infamous Nike swoosh. The logo itself is simple, yet it was a creative choice to make it so bold. The lines of the logo convey the action that Nike wants you to associate with its brand, as well as evokes the Greek winged goddess also named Nike. It’s cohesive, creative, and memorable, and that’s why Nike has been using its logo since 1971.
Another great example of a creative logo is Coke. Again a brand that hasn’t changed its logo in decades, the Coke logo might not seem much at first, but the curves underneath the text evoke the flowing of soda, while the bold color palette recalls its flavor. Coke has used the same logo almost unchanged since 1886.
Creativity is almost as much as an intangible as memorability, but it is much easier to explain. Creativity, similar to cohesion, is looking at how all the parts of your logo work together to send a message. How you send a message is the creative part. Keep thinking up ways you can convey your company’s philosophy and then think about how to say who you are without saying a word.
Logo creation can be a difficult process filled with plenty of revisions and back-and-forth discussions. Yet after all the hard work, you will have something that is uniquely yours. If you are looking for a company to help you create a logo with all the right elements, consider contacting 2930 Creative. We have helped plenty of companies craft great logos that capture their philosophy and message, and we’re ready to help you as well!