Functional or fussy: what does your logo say about you?
If you think logo design is purely about appearance then unfortunately you’re wrong. Research has shown that you need to consider practicality and psychology when designing your websites logo. When you think about it, it makes sense. A company’s logo sends a vital marketing message to anyone that sees it. Immediately a potential customer will make assumptions about your company’s personality, reputation and future aspirations.
To help you through the maze that is logo design we’ve compiled a quick round up of the main points to consider when designing your logo.
The colours you use are key in the way your company will be regarded. Bold colours generally convey strong emotions and are mostly used in marketing children’s products. A single primary colour will evoke a single strong emotion. However be careful when using primary colours as they can give an amateurish feel to a business.
Pastel colours give a more subtle feel, but an entire logo in pastel colours mutes emotion. The best choice is to mix bold and pastel colours as they will compliment each other and unite your company’s theme. For example a mix of bold and pastel blues will give a feeling of tranquillity; the same mix of greens will convey a sense of growth and nature.
Many corporations use greys or more sombre shades. Whilst this can make your business seem professional and dependable, you also run the risk of seeming aloof. So consider your target audience and proceed with caution
In most logos the wording is minimal, but if your logo contains words, the font and case you use is a vital part of your marketing message. The font gives the customer another layer of information, for example a Serif font, such as Times New Roman creates a flow of information, and Arial makes for clearer reading. Beware of using too elaborate a font, they are hard to read and make your business seem fussy.
The case of the text is also important; lowercase gives a simple, down to earth feel. Uppercase gives a sense of authority, but using all uppercase makes you seem like you are shouting and that could be considered aggressive and pushy.
The words themselves should be chosen carefully as this will affect your SEO and internet marketing.
Surprisingly the graphics of a logo have a smaller impact on the customer; the largest impact comes from the colour, font and text included in the design. You should be careful that your graphic cannot be misinterpreted to suggest a different message to the one you intended. The more important part of your graphic is the lines that create it. Sharp lines equal power, but also harshness. Soft lines and flowing curves give a gentler feel and are often used for businesses selling personal products.
Main points to consider:
The first thing you need to do is thoroughly research your target audience and consider what you are trying to sell them. Then think about the colour, font and case, and graphic composition.
As much as your business is your ‘baby’ and something you’re proud to have created, personal preference doesn’t count for much when it comes to logo design. So do your research and think carefully about exactly how you’re going to put your logo together.