We are tasked with numerous branding projects every year, they normally start with a logo and depending on the clients needs to develop this and brand different parts of their business. Some clients will only need a logo applied to business cards, others may need a full suite of promotional material ranging from flyers to websites to signage. The design process is the same regardless of the work involved. We pride ourselves on creating distinctive and unique logo and branding that reflect the company or client. Each logo we create has brand guidelines that ensures it can be used across any type of product and still be recognised as that particular business. We thought we’d share some of our tips on creating a logo and brand for your business which reflects our ethos and design process.
Start as you mean to go on
Your logo should be as unique as your business, when you are starting out it can be tempting to use a logo template either from a stock image website or a logo generator website. It may seem like you are saving time or money or both. The whole purpose of these templates is that anyone can use them which is the exact opposite of what branding is. Using a professional designer will ensure that your logo is original and bespoke, exactly like your business, and sets you apart from your competitors. It will represent your business in the best possible way and look exactly how you want.
Keep it simple
You may feel like you have to get value for money or have to get everything your business does into your logo (see below). If you consider some of the most iconic logos; apple, Nike, McDonald’s, they are simple and clean. Think about how your logo is going to be viewed, the majority of applications will be quite small such as on business cards, flyers, websites etc so you logo will probably only be a few centimetres in size. Stay away from a logo with too many elements as they will look cluttered and hard to read and decipher. Nike’s logo is instanly recognisable and looks great whether it’s used on a jacket or shop sign.
A logo doesn’t have to represent what your business does
When creating a logo it is good to think about business growth For example, you may be opening a shoe shop and your logo features a stiletto but what if you decide to branch out and start selling accessories? Your logo is now not representative of your business. We would recommend making your logo more personal by incorporating an image or theme that reflects the ethos of your business.
Icons & text
The aim of your logo is that is becomes associated to your business, it’s best to stay away from interlocking or overlapping text and imagery. This ensures that you can use both elements and they will still represent your brand and be instantly recognisable even though they aren’t seen together. This is especially true when a logo is used on a website.
Design for your audience
Essentially your logo has to appeal to your audience, of course you have to like it too but consider who your target market is and what will attract them.
We are often asked to design logos similar to their competitors. While we always encourage our clients to look at their competitors logo and promotional material. It defeats the whole purpose of us creating you a logo and brand if it doesn’t set you apart from what’s already out there. Plus we can normally do better!
At the start of the design process colour isn’t a priority. We normally present our clients with black and white rough concepts as the initial impact of a logo is what’s key. However, once a design is agreed on, colour should be carefully thought out. We will always work the logo up in different combinations for you to consider. The colours used will normally determine the look and feel of other promotional material as these colours will be used.
The success of a great logo is fairly simple, repetition. Your logo should appear everywhere is possibly can, put it on the side of your car, above your office door, on business cards, brochures, website, notepads, letterheads, as a signature on your emails and anywhere else you can think of! On average a person has to see a logo 3 times before they recognise it, the more they see it the better and the best way to do this is apply it to as many promotional items you can.
It’s best to do something right the first time and investing in your logo and brand is a smart choice to make. There’s a lot of clutter out their and competing companies, if you have a great logo that represents your business it will stand out. Changing your logo will mean you have to go through the whole process we’ve just discussed again which is time consuming, costly and requires time and effort. It’s best to spend the time, effort and money at the beginning to give your business the best possible start.