Designing a logo can be an arduous process that involves many rounds of ideas and revisions, color psychology, symbolism, visions statements, and sometimes difficult decisions. Working many clients on their branding and strategy, we are familiar with how difficult that can be for you as a business owner. While everyone may have different design preferences, there are really important components to keep in mind whether you have an existing brand, or are looking to create a new one.
1. Usability and Simplicity
As I’m sure you’ve noticed, we do whatever we can to eliminate the unnecessary elements of design in the projects we work on, but this point goes above any kind of design preference. When looking through the many successful brands of the world, many of the logos have one thing in common: they are simple and easily recognizable in any application.
When designing a new logo, you may want to include multiple elements of your vision for the company, add many different colors, or include a lengthy tagline, but elements like that hurt how your brand can be applied later. If your logo is complex and has many designed icons or pieces, it probably won’t look good when needing a small version of the logo. If it has many drop shadows and colors, then it probably won’t look good when it needs to be white on a photo or printed black on laser paper.
2. Target Markets Not Just Preferences
As you begin drawing up ideas, it’s important to keep in mind that you are not necessarily designing this logo for yourself, but to represent yourself. While your favorite color might be yellow, your favorite animal a cat, or your favorite sport football, you won’t want to include those in your logo just yet. It’s important to realize that your designing this logo for your market, i.e. the people that are going to buy your products and services.
If you are designing for them, then it’s important to take a look at what others in your field are doing, figuring out what separates you, and then to develop ideas around what future customers and clients are looking for. You may find you regret the elements you include based off simply personal preference alone.
3. Alternate Layouts
While your logo may look great in most scenarios, you may find that you need to print or layout your logo on something that doesn’t make the main layout look great or restricts it’s full use. It’s good to prepare for a scenario like this by having your design team create an alternate layout.
An alternate layout could be used when printing shirts, embroidering hats, or when using it on something that restricts the normal layout. Sometimes this can simply be done by including just the icon and leaving the text off.
That being said, it’s important to remember to be prepared and ask for the right things so that you don’t need to worry about it last-minute when you really need it.