Having a stellar logo design is essential to having a successful business, especially in today’s competitive world. Your logo visually communicates to people what you and your business are all about, and it helps customers identify your company’s products or services with just a glance (or at least it should). So, when it comes to having your logo serve as an effective marketing tool, what are the key factors to keep in mind?
First, You Gotta Know Your Target Audience
I know, I know - this sounds so cliche, especially for those who are already in the marketing realm. But it’s so true, and we can’t be reminded enough of how important knowing your target audience inside and out is. When you understand
them, you know exactly what they want, what they focus most on, and how you can deliver specifically to them. You need a logo that will make them stop scrolling and have a memorable impact on them.
One way to do this is to research your target audience until you know everything about them. One huge advantage of researching your audience is that you can then target with the correct design elements. For example, if your target audience is teenagers, you can include some fun and quirky elements in your logo. An insight into your audience will save you from going directionless in your logo design and create a message with the perfect design elements. If you need some help identifying who exactly your target audience is, be sure to watch this short and simple video that will help you identify who you need to be specifically pinpointing.
Keep the Design Simple, Yet Memorable
If your logo design is too overwhelming and has too much going on, people aren’t going to look at it long enough to remember it. Make sure your colors go together well, and that there isn't too many of them. Avoid something similar to this:
I mean, wow. Those colors will definitely make your eyes hurt. Plus, the pixels are appalling, and what’s up with the angry little turtle guy? This company clearly put their logo together haphazardly, which is something you want to avoid. Put some real time and effort into your logo to dodge a disaster such as this one.
You want your logo to make sense and really stick in peoples’ minds. Make sure there’s at least one element to your logo that, even if it’s updated down the road as your business grows and changes, will stay constant and ever-present in the overall design. Take the below McDonald’s logos for example. Although their logo design has changed a lot over the years, the yellow “M” has been there since almost the beginning.
Don’t lie - you know you could recognize the big yellow arch anywhere. McDonald’s has done a great job at simplifying their logo and making it super memorable. Check out this crash course to dive deeper into how to make your logo memorable in 7 easy steps, while keeping it nice and simple.
Scalability & Versatility
Not only do you need to keep the visual design aspects in mind with logo creation, but you also need to make sure it’s technically fit to scale up and down accordingly, whether it’s on your responsive website, a business card, a digital flier, or any other type of marketing material you might use. Ensure that it looks good in black and white (keep an eye on that contrast!), in both print and digital form, and on any sized screen. Avoid tiny little visual details that are going to all but disappear on a small phone screen. Here are some good tips on how to ensure versatility of your logo design.
That’s Just the Tip of the Iceberg
There’s such a plethora of things to remember when it comes to logo design - these were just a few. Take a look at a more in-depth guide to engulf yourself in all of the basic principles and best practices. It might take a while - and tons of sketches - before you realize when you’ve created “the one,” but you’ll know when you do.