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by Kelly Baker
3 min read
How to create a logo
Author: Kelly Baker
Posted in Branding on 3rd July 2018 10:03 am
Getting a fresh new logo designed is an important but often confusing task. It is the pinnacle of your brand and will come to represent you across a variety of platforms. In this article we take a detailed look at various elements which make up a good logo and how to approach them.
As your logo represents everything you are, it should reflect everything you are. Your brands values, approach to conducting work and personality should all be captured in the way the logo is designed. Take for example a business that prides itself on the simplicity and seamless usability such as Apple, for them to have a complex and fussy logo would not reflect their brand well. Equally a luxury business that focuses on the finer details would not suite a simple logo.
Practically, highlighting key words associated with your brand identity such as ‘simple’, ‘bold’ or ‘energetic’ will help the designer create a perfect fit.
Designers are artists and like all artists each tends to have a very unique styles of doing things. When picking your designer look at some examples of their work, if the logos they have designed in the past don’t match what you hope to achieve then they won’t be a good fit.
Much of finding the right match will come down to your brand identity. Ask yourself whether that designer has created logos that represent businesses similar to yours.
What shape is your logo going to be? If you look at the logos of popular businesses you will see that a range of shapes are used. A logo may be formed into a circle, a square or a rectangle. It may even use an abstract shape that makes it stand out from the crowd.
One important question to ask yourself at this stage is how your logo will be used. For example, will the logo work and look good on your social media pages, on your website and on printed materials?
Colours in your logo can communicate a lot. In fact, many brands in the same industry will use the same colours to provoke certain emotions. For example, in the financial sector you will see purple used extensively to represent wealth and success. Understanding which colours can provoke which emotions and using them in your logo will help you influencer your customers in certain ways.
Similar in many ways to how colours and shapes help you represent your brand identity, the type of font used will do the same. The typeface that you use can dictate the personality of the brand. In fact, in many cases a brand will create a whole new typeface to represent their personality in a unique and clear way.
Using bold and bright fonts will portray a look of being, new, fresh and on trend. On the other hand using a more refined handwriting type may portray an established and luxury feel to the brand.
In this article we have walked through each element relevant to creating a logo. It is clearly easy to develop a logo that looks good, but the focus should be on creating one that truly represents your brand and everything you stand for. By considering your brand identity you will be able to make choices on colour, font and the shape of your logo. One you have decided on these elements you will then be able to pick a designer accordingly to match those needs.
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