The Fundamentals of Logo Design

Geri Mileva on Marketing Design

Logo DesignImportance of Logo

The Nike Swoosh, Coke’s signature script and ribbon underline, Apple’s bitten apple—you can immediately picture these logos when you hear the name of the brand.

These companies have all introduced revolutionary and innovative products. But what paved the way for their products to be embraced by the masses are—you guessed it—their effective logos.

The brand logo is critical for any business, as it makes an imprint on customers’ minds. It’s even more crucial these days, when marketers have only a few seconds to make people stop and pay attention to your product or service.

With so many businesses trying to make their mark on any given industry, it takes a memorable logo to create meaningful impact on customers.

Brand Identity

In this fast-paced digital age, consumers aren’t just looking for usability and value in your products or services. They also judge businesses based on appearance.

A logo is essentially your company’s way of saying “hello” to audiences. It’s your brand initiating first contact with potential customers. Hence, it has to make a positive and lasting impression. After all, people can’t love your brand if they’ve never noticed it to begin with.

Boosts Conversion

A well-designed logo enables customers to get interested right away in what you can offer. It tells users what value your company can provide them.

If your logo looks great and resonates with your target customers, you get to establish brand identity. Customers would then perceive that the brand is an authority compared to others, thereby increasing your chances of engaging and converting customers who see the logo.

A great logo sets you apart from the competition and at the same time prevents any confusion for the customers. It can ensure that they remember your brand in the best possible way.

Elements of an Effective Logo

Even though a logo is only one part of your entire branding strategy, it acts as the centerpiece of all your marketing campaigns. It’s important to stay one step ahead and understand the elements of logo design.

Of course, mastering logo design takes time and years of experience. Major companies even shell out considerable resources just to craft the perfect logo for their brand.

But for smaller businesses considering a more economical approach, it makes more sense to find out what it takes to create a great logo design. Here are key elements that can help in the design process:

1.    Right Typeface

The right typeface logo is readable and business-appropriate. Popular fonts like Garamond, Bodoni, and Helvetica are versatile and aesthetically pleasing, while other typefaces can bring a more unique spin to your logo.

In fact, many companies (e.g., Coca-Cola) have used custom lettering to create a standout design. So, if you can afford it, work with a bespoke typeface that can make your branding distinctly personalized.

If you’re going with a typography logo, don’t limit yourself to the standard way of putting letters together. Explore vertical text direction, tight or loose letter spacing, and overlapping letters.

Companies like Chanel, Yves Saint Laurent, and FedEx have made typeface logos work because of how strategic they are with letter combinations.

2.    Limited Palette

When you’re in the process of creating the design, try to do it in black and white. Why? Because your overall design should still convey the brand message with or without color.

Think about it. A bad design cannot be salvaged by interesting colors, the same way that a powerful symbol can still shine regardless of its color.

Brainstorm on your design, focusing on the lines, shapes, and images. The design should be good enough that it can stand on its own without a busy palette. Once you’ve thought of an effective symbol, that’s the time you can explore color combinations.

3.    Easy Recall

Since most customers are barraged with so much information every day, you’d want your logo to be easily recognized.

A simple design can give audiences the opportunity to recall after just a quick glance. Stick to simple, uncomplicated design that can work in a variety of sizes and ad campaigns.

Remember, it’s harder to see the big picture in an intricate logo. It wouldn’t resonate as quickly and as deeply with onlookers as a simple logo would.

4.    Brand Appropriate

When conceptualizing logo design, it’s important that the designer is aware of what your business is all about: What do you do? How do you do it? Why are you here? What makes you different? These can determine a clearer path toward a good design for the brand.

Logos have to be consistent with the company identity. For instance, if your company embodies tradition, then an elegant design will work best. On the other hand, a day care center can go with a more playful approach to its style.

When choosing the ideal logo, make sure that your rationale behind that particular design goes back to the company’s values, purpose, and identity.

5.    Unique

When the right logo is used to promote an excellent product or service, it can definitely bring gains for your business.

But your logo doesn’t have to be too literal about what the company does. The simpler and more abstract it is, the more flexible and enduring it can become. Even when there’s a big change in the product, an effective logo can withstand these company modifications.

6.    Responsive Design

Responsive design means that you design your website to adapt to a variety of screen sizes and devices. This is an important aspect of digital marketing, because more and more users are using mobile phones and tablets to go online.

Responsive design for a logo means enabling your logo to be scalable and adaptable to fit any context. You can achieve responsive design by looking at the logo’s elements and stripping it down to the most important details.

This way, you can showcase a logo that fits any screen type and size. One example is the Domino’s logo, the mobile version of which only has the iconic domino figure, removing the typeface itself.

 Resources Available for Designing a Logo

1.    Canva

Canva is a user-friendly app that provides ready-made templates and layouts that designers can use to create one-of-a-kind logo.

All the elements are customizable: color, text, font, size, spacing, and other details. Stock images, drawings, and icons are also searchable in this app.

A basic Canva plan is free, but you may opt to purchase some templates for a few dollars. If you want additional features (e.g., storage space, photos and templates), the work plan costs about $12 a month.

2.    Vistaprint

If you want an even easier time designing a logo, websites like Vistaprint can virtually handle the design process for you.

The company creates custom logos starting with a template. The information you provide about your company, products, and services enables them to personalize the template. For around $35, you can have up to 3 revisions of the logo design.

What’s great is that Vistaprint allows you to preview the logo on actual products, and you can use it for free on Vistaprint merchandise (e.g., signages, clothing and bags, brochures).

3.    OnlineLogoMaker

Quite similar to Canva, OnlineLogoMaker is a free app where you can conceptualize and design a logo in minutes. They have many templates and font options to choose from, and you can save a project and edit at a later time.

4.    Professional Designers

Hiring a designer is also an option for businesses that don’t have an in-house design staff. There are websites like Upwork that can connect you with these professionals. Their skills and experience are detailed in their profile, which means you can easily find the most suitable freelance designer to do the job for you.

A logo is a central part of any business’ branding scheme. It unifies all marketing campaigns and gives audiences a universal symbol to associate with your brand. Intuitive design sense, attention to detail, and experimentation can ultimately lead you to finding the right logo for your brand.


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