What does it take to make a great logo?
That’s a good question that a new business owner needs to ask. Your logo will become the way that people identify your business, and it needs to be good. It only takes about 7 impressions for someone to remember your logo.
Those impressions will determine if someone will eventually buy from you or not. Your logo is so important, that you need to have a strong logo philosophy behind your design.
Keep reading to find out what the top visual principles are behind a logo and how you can incorporate them.
1. What Does the Logo Communicate?
At its core, a logo is a form of visual communication. In a tiny area, your logo communicates the essence of your company.
Before you start your first draft, you should take time to talk to your employees and customers. They will give you great insight as to how they relate to your company.
You want to make sure your logo corresponds with those emotions.
2. Make It Unique
After you have conversations with your employees and customers, you need to research the competition. Your goal is to have a logo that is completely unique to your niche.
For example, in the medical industry, you’re going to come across a lot of red or blue crosses for healthcare providers.
While that’s a way to tell people what you do, you need to make your practice unique. Otherwise, you’re going to get lumped in with every other healthcare provider in your area.
3. Understand How Colors and Fonts Work Together
Your logo is supposed to send a message to people who see it. It’s a hard concept to grasp because you don’t really think of logos in that way.
A graphic designer swapped logos of different companies. It’s a great demonstration that shows how brands rely on the core elements of design to get their message across.
An example is swapping Lego for Ray-Ban. They’re two completely different brands targeting different audiences. When you see Ray-Ban using the same fonts and colors as the Lego logo, you begin to understand how a block font is playful and the bright colors convey emotions that relate to playfulness.
4. Make Several Drafts
A big mistake that designers make is that they lack a logo philosophy. The logo philosophy is going to guide you throughout the entire process. Yes, it is a process.
It’s easy to design a logo, get attached to it, and decide that it’s the perfect logo.
A Logo Philosophy Matters
Your logo is an important part of your business that can easily get overlooked. You have to have a strong logo philosophy.
That starts with understanding what you want to communicate and knowing the main principles of visual design. Your text and colors should stay in line with the emotions you want to convey.
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