5 things to consider when creating a logo

In today’s world we experience branding in hundreds of ways. The commercials between our favorite shows, the box of cereal we pick up in the morning, the billboard we drive by on the way in to work and the ads that take up most of our Facebook feed. Strategic, strong, memorable company branding is essential to the success of your business.

It is the ultimate embodiment of who you are and what you want people to remember about your brand. In today’s digital age, businesses have to compete for attention and credibility.

Ask yourself: Does your logo represent you? Is it dated, forgettable, off-strategy, or just plain weak compared to your competition? All this matters.  It can be alienating your core customer and costing you money. Invest in solid branding and watch it pay off for years to come.

Some things to consider when thinking about a company logo rework or creating a new logo from scratch:

1. Who are we trying to communicate with?

Understanding your core customer is essential. What demographics are they? Design with target in mind. Do you want modern, simple or bold? Marketing to your audience is the next step so ensure you design for them. Designing without this in mind can get you what appears to be good design, but in the end will get your business nowhere.

2. Strong design is captivating.

Now that you know who you’re talking to and who needs to see your logo, make a statement. You need a strong and appealing visual representation of your company. You need a logo that people will remember and identify with immediately.

Do some research. View competitor logos. Think about some of your favorite logos and why you like them. Do you lean toward more icon-based logos? Simple, but strong word based logos? Do certain colors make more sense for your business? Your designer will bring their knowledge and expertise to the logo design, but it is important to think through these things and be able to guide them in a direction toward your style preferences.

3. Less is more.

Your logo needs to be simple. But simple doesn’t mean boring or lack of complexity. There is a lot of thought that goes into great logo design. Don’t confuse, clutter and dilute your intent. Your offering supports the logo, but the simplicity of the logo speaks for itself.

4. Big or small, any application-your logo says it all. Will it work?

When thinking logos, adaptable doesn’t just refer to its color, but also to the size and presentation. A good logo designer keeps in mind the many applications in which it could potentially be presented. These days your logo will be on your business card, website, Facebook page, twitter, Instagram, LinkedIn, and many more social platforms. A simple logo, can grow from very small to extra large and still remain identifiable. It can be incorporated into the design of a billboard, a beautiful brochure or embroidered on a shirt and still represent your brand well.

5. Make it timeless.

Your logo needs to be relevant and make sense in the here and now, while not alienating your business by being stuck with something that quickly becomes dated.

Great branding companies and designers incorporate these thoughts into their processes when creating a logo. Logos support great branding strategies and create impressions in the minds of your prospects and clients. When marketing is well executed, half of the selling conversation has been done for you. Build trust, credibility, and connect to the right people and people will believe you and will want to buy from you. Essentially, logos are all about connecting your business on a subconscious level with real people. Contact 10twelve today to begin your company branding or re-brand. Check out some of our work below!