I love Starbucks!
After all, it serves me my favorite Vanilla Latte.
The exact amount of sugar, precisely made… Oh, they know my type of latte.
For sure, you, too, share a special connection with your favorite coffee giant. Imagine, someday, you step in, and they mess up your coffee by putting in more ingredients.
How would you feel? Heart-broken, eh!
Talk about logos, they too need some Master Chefs skills, or I may say Master Design skills.
Without any further ado, let’s dive right into the must-have ingredients of great logo design.
Tell me what you can easily memorize?
An essay filled with a plethora of words or a summary? If you say the former, then I’m sorry, but your mind is running antilock wise. (wink wink)
A summary that is enriched with the main gist of the matter is easy to memorize yet is conveyable.
Now, when I talk in terms of design when making a great logo, you are indirectly asking your customers to recall the brand when they see it again.
Without adhering to the notion of simplicity, it is next to impossible to design such a great logo.
A simple logo directly gets etched into our neurons, and we are more likely to recall a brand when we see its logo.
Unnecessary visual noise gives the impression that you are not confident enough about the message you are conveying, which is undoubtedly not true.
P.S: Learn it from Nike:
Clear, precise, yet focuses on one core message. What a great logo!
Okay, here I have an issue with most of the people who follow the mythical theory:
Excuse me! If I own a plumbing company, should I include tap in my logo?
Or you want me to include a hanger if I own a fashion brand?
Silly theories. If you want to include a symbol in your logo, make sure that it doesn’t provide a literal image of your brand.
In such a case, a symbol that breaks the clutters yet is memorable can be a game-changer. Talk of symbols, I can easily mention Twitter here:
Twitter doesn’t sell birds but has included one in their logo.
Every time when I see this bluebird, the only thing that comes to my mind is “Twitter.”
A great logo design is instantly callable. You see it, and you recognize the brand. This plays a major role when it comes to cashing “micro-moments.”
Yesterday, I opened my wardrobe and saw my favorite black T-shirt. Well, I don’t leave it, I mix and match stuff and come up with 100 ways to make it look different every time.
Thinking why I am telling you about my T-shirt out of nowhere?
Well, that black T-shirt is basically your logo. And those lowers are your various mediums where you get it published.
You got it now!
Your logo should be versatile enough that it looks good on every medium. It shouldn’t look forced.
No matter in what size it is scaled to, it should look good. Let’s see an example of “Beats.”
No matter you scale it small or large, whether you place it on a website or get it printed on letterheads, the logo will look the same. It won’t look off-beat.
Your logo should serve the same purpose if it doesn’t, then disown it and come up with a new one. A great logo design needs to gel well with all sizes and mediums else it won’t support your branding efforts.
Memories are timeless; logos are too.
I am a person who is not so fond of FADS that come and go in a blink of an eye.
If you are someone who wants to move with the FADS when it comes to logos, then I’m sorry. You will always be in the battle of rebranding time and again.
Winning logos are timeless. They are not bound by any restriction of what colors are in, what sort of gradient is in the fashion. They run on the principle of simplicity.
Talk about FADS, they make you look outdated, as soon as a new FAD jumps in. So yeah, it’s preferable to avoid it.
I suggest you play on the safe ground and use colors, symbols, and images that stay relevant in the days to come.
See the example of “Microsoft.” I can call it timeless.
To decide the vibe you want to give, first understand your brand’s voice.
What if I turn McDonald’s logo into a blue colored one?
It feels Ewww!
What’s the reason?
The logo will not give the vibe of fun and sassy. While the target audience of Mcdonald’s is fun, happening, and lively.
It is crucial for a logo to give positive vibes about a brand. To communicate the right vibe, it is imperative to understand your target audience.
When you are to create a logo, make sure that you understand the brand voice. A great logo appeals to its target audience and evokes positive emotions.
Colors are the truest reinforcers of a message. For instance: If you want to give a happy vibe, you use bright colors like orange, pink, etc. Similarly, if you are corporate and want to give a more serious look, you go with black, blue, etc.
Let’s suppose: You own a vegan restaurant and want to convey a message that you only serve vegan meals. In such a case, the color green will help.
The green color relates to Mother-nature. A vegan will have no issues in recognizing what your brand is all about.
“Body Shop” logo serves the best example here. Right after seeing the color, you can say, it’s a brand that deals in products made of all earthy-elements.
Every other Tom, Dick, and Harry claims to be a logo designer.
I’m sorry, but I will stick to my words. What do some designers think? By making swoosh or a bird, they become a logo designer?
In their dreams, they can!
A logo should make your brand different from others. Every other logo I see gets killed by monotonous. For God’s sake, please stop using mainstream elements.
When you look the same amid 4 different brands, your customers fail to recognize you. For sure, it’s good to take inspiration from other brands, but being a copy-cat doesn’t sound good to me.
I have seen many designers killing their logos with the use of the worst typography. Sometimes, they use two fonts in a logo, which isn’t an ideal approach.
It sheer speaks for unprofessionalism. Your choice of font plays a significant role. Whether you are choosing serif or sans serif fonts, just assure one thing that it doesn’t make your logo look busy.
If you are to make a typographic logo, be very choose with the font as it is responsible for uplifting the real essence of a great logo.
Talk about the typographic logo, Coca-Cola is the best example.
Oh, this truly reminds me of Amazon. Not only is it scalable, but it conveys the brand’s message.
If you see the message they are trying to convey, it is understandable. They want their customers to know that they have everything from A to Z and everything in between.
I know it’s not easy to incorporate a brand’s message in a logo, but it isn’t something unachievable.
When the brand’s message gets etched into the imagery, it gives it a new life, perhaps the real meanings.
Run of the mill things fail to impress us. Almost everyone dislikes too loud or too noisy logos.
A visually pleasing logo runs parallel to the simplicity and doesn’t let you wander. It is soothing to your eyes, and your subconscious mind approves of it consciously.
Here I can give an example of a sports brand, “Adidas.” The visual contains no unnecessary elements; it is simple, unique, yet has it all to hammer a customer’s brain.
I’m sure by now; you must have learned what it takes to become a Master Designer.
Perhaps many of you are the Van Gogh of the 21st century, but you haven’t ever discovered it, who knows?
The key ingredients I have mentioned are essential to creating a winning logo. If it’s a bit overwhelming for you, then I recommend taking baby steps and practice, including every element one by one.
Moreover, entrepreneurs can analyze their logo with the help of this guide. If two or more elements seem missing, I feel that it’s the perfect time to rebrand.
Do you have something to share? I’d love to know in the comments section.
Waqas D. is the co-founder of the branding and website agency, FullStop™. He supercharges brands by crafting memorable logos, brand identities and engaging websites. Besides thousands of startups and medium-size businesses, FullStop has worked with likes of Microsoft & L’Oréal. View our portfolio or get in touch.
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