What to consider when designing a logo
Your logo can often be a part of one of the first interactions a person has with your brand, so it’s important to create the right first impression. It’s easy to get caught up in creating a big idea you’ve had, but it’s great to pause and check in to see if what you’re creating is fit for purpose.
After 10+ years designing logos across various markets I’ve compiled a list below of some of my top tips on what to consider when you’re either commissioning a logo or designing one yourself.
Colour
Different colours invoke different emotions, greens create a more organic feel, whereas purples symbolises prestige and royalty. Think about what you want to say with your logo.
Another thing to remember is that colours that appear bright on screen in RGB can sometimes be hard to reproduce in the same vibrancy in printed materials.
Target audience
Think about who is your main target audience is. Are they young and hip kids who would respond to something minimalist and trendy, or are they and older generation who would prefer something more reassuring? Is your brand for children so would maybe suit a softer font choice with more colour. Really dig deep on who your audience is to make sure your logo communicates with them.
Don’t design for designers…
unless they’re your target market
For us designers it’s easy to get carried away with hidden meanings in logos, but are we over complicating it for the everyday consumer? Will they understand the meaning behind our genius or do we need to strip it back a little?
A fancy logo is great, but you can’t explain it’s meaning to everyone who ever sees it!
Usage
Will your logo work effectively for digital as well as print. Will it still be clear once it’s shrunk down on a mobile phone or will I need supporting icons for usage across some digital platforms. Logos with smaller text or design elements might not transfer well onto mobiles or tablets once shrunk down.
Think about where you’ll use the logo. Will it always be on plain backgrounds or will it also be used over imagery. Are the logo and logo colour pallet potentially going to restrict how easily you can use the logo and is it going to get lost on a busier background.
Competitor logos
Is your logo too similar to close competitors? Too similar to you could be mistaken for them. Too different and people might mistake you for a completely different industry. Can any iconography be used to symbolise your chosen market? Just make sure not to over complicate it and make it too busy.
One colour
Is it simple enough to work as a one colour logo?
On occasion you might find the usage dictates needing the logo one colour, whether that’s a black and white logo, or a one colour Pantone print. Can your logo stand up to this? It’s a less common problem these days with colour being more accessible across the board but it’s still a good thing to consider for your logo. If nothing else it will help keep your logo simple - after all, sometimes less is more!
