Logos are an essential part of your business, whether it’s the company name created in a certain style, or a distinctive symbol. Your brand is the public aspect of your company and the image you want to present to your audience. Often, people may want to start creating their brand identity by creating a logo that can then be used across all platforms, including social media and direct mail. The personality of your brand often comes through the various imagery and other content you release to your audience. Your logo could have a bigger impact on your brand than you think, and it’s all down the design you choose.
Being creative and thinking out of the box can certainly have a positive impact on how your brand is presented. It’s important to remember the basics though, just to make sure you are on the right track from the beginning; after all, you are in control of your brand and which direction it is heading in. The logo is essentially part of the visual identity of your brand, and an essential part of brand imagery that needs to be spot on. The basics of creating a logo include the likes of being easily recognisable and memorable, while being quite versatile at the same time. In other words, you should be able to scale your logo across various mediums without it losing any visual impact.
Understanding your brand
Your logo might be the first impression people have of your brand; essentially, the logo is the introduction to your brand and company. When creating your logo, you must understand what audience you are trying to reach while also capturing the essence of your business. Each logo has a story and history behind it; it’s so much more than just a picture to go along with your brand! Your brand image needs a purpose and it’s your logo that can fulfill it. By understanding your brand and what your company embodies, you can create a corresponding logo to match it perfectly and ensure you are sending out the right message to your audience.
In this digital age, logos don’t just appear on company letterheads and email signatures. Your logo may well appear on various devices as well as different social media platforms, and it should transcend across all. Whether you have an app or you work with printed documents, the logo should look great across them all. Adidas, for example, has a logo that consists of three white stripes; while it looks different on each product or even marketing material that you see, the same concept is there.
Choosing colour wisely
The colour of your logo is key; different colours can have a huge effect on how people perceive your brand and have various implications on your brand image as a whole. Colours can evoke emotion and convey a particular message, so it’s important to do your research and decide on what colours best identify with your brand. For example, it’s said that yellow evokes optimism while red can raise energy levels. Green generally means growth, so you can begin to see how colour can have an impact.
Written by Andy Thorne of Outstanding Branding