The saying goes that a picture is worth a thousand words. Something that should not surprise us, since visual thinking is one of the pillars of communication. The reason is simple: did you know that our brain processes an image 60,000 times faster than a text? Hence, the graphic part of your business branding, which includes the logo, deserves your full attention. Therefore, we recommend you take these tips into account to create a good logo.
In fact, this key element of the corporate image of any company is a fundamental element. Not only does it help the general public to identify and trust the company: it can also reflect its activity, its products, and even its values. A good example of this is the logo of the Swiss multinational Nestlé, dedicated to food. Its logo, in which a bird appears feeding its young in the nest, can be related to the sector in which the company operates – that of food – but also with ideas such as family care, protection, etc. Moreover, the logo was even modified to adjust it to the new social reality, when the number of chicks drawn went from three to two, in a clear nod to the decline in birth rates and the average number of children per family.
Although logo making is a project that should always be entrusted to a graphic design professional, it is the person in charge who must convey what you want to communicate, in addition to providing a style manual or corporate image guidelines. Therefore, our tips to create a great logo will certainly come in useful. Next, we tell you what features this logo must meet to be effective. Take note!
As we have said, the resulting logo will be part of the company’s identity. Therefore, it is essential that it be recognized with the naked eye, especially in the case of those companies that need their logo to be visible at a certain distance, as is the case, for example, if it is emitted on a giant LED screen or on a LED sign boards. bright. This is not always easy, given the large number of advertising inputs that the human eye receives throughout the day.
On the other hand, we should not forget that a good logo should remain in the public’s memory, even if they have only seen it for a few seconds. Of course: whether figurative, typographical or abstract, try not to get too much inspiration from existing logos, as you would risk incurring plagiarism.
When you want to create an effective logo, fashions are siren songs which you shouldn’t listen to. While it is quite difficult to achieve a logo that is really timeless, it is worth choosing a design that ages well and that does not overstate the change in trends in terms of graphics. In this way, you will avoid having to update it within a few years.
And when that time comes, a long-distance design will only need a few minor touches, which will reduce the risk of a possible rejection by customers (as well as all expenses associated with the change of advertising signs, traditional signage, corporate documents, merchandising, etc.).
To convince you, close your eyes and think for a moment about the typefaces that appeared in the television commercials and the signage in the 1970s. Although they broke mold at the time, they had a very short life before becoming a vintage relic.
Less is more also makes sense in this case. If you are going to create a logo, simplicity can be your best ally. Avoid complicating your life from the first drafts and choose simple designs and lines. Ask yourself what inspires your business and its field of activity, both in visual terms and when choosing a typeface.
For this exercise, we recommend that you make a small compilation of logos that you find inspiring (but without imitating them in excess). On the other hand, keep in mind that a simple logo admits the incorporation of new graphic elements much better, such as labels that show a discount, a stamp, etc. Therefore, it is also convenient not to abuse the range of colors, the effects – shadows, gradients, etc. – or the text.
Experience proves us right: a simple logo is more likely to be successful and to be remembered by consumers. As an example, just refer to the logos of companies like McDonald’s, Apple, Amazon, Nike or Mercedes-Benz.
4. Adaptable and versatile
Since the logo is a fundamental ingredient of a company’s corporate image, it is not necessary to remember that it will not only be very present in the field of outdoor advertising, but also in the internal routines of the company: the signature of Workers’ e-mail accounts, personalized office supplies, stamps, etc., in various sizes and formats. For this reason, it is essential to make sure the logo can be reproduced without problems in various sizes and colors, without losing its appeal or readability. Even if it incorporates typography, it is advisable to provide a version that does not include text, in those cases in which it is illegible due to the small size of the logo.
Therefore, small details that can only be seen in large format should be avoided. Similarly, do not forget that companies print in grayscale, documents that can affect the quality of the logo.
Although the inclusion of text can help the public to relate the logo to the new company at first, they can backfire, due to the situations described in the previous point. Therefore, we must not lose sight of the fact that the figurative part should be prioritized over the letters. It may also be useful to show the logo proposal to other people, to verify its readability. In that case, it is best to go to people outside the company.
6. Related to the aesthetics of the sector
A logo is primarily a symbol, so it needs to be consistent with the company’s business sector. As we saw in our article on the psychology of color, the connotations of each hue explain why certain colors are used especially in certain sectors. For example, black and white are common in brands related to the luxury industry, red is closely linked to many food companies, orange is present in companies dedicated to creativity or focused on children and youth consumers, etc.
These are our tips to create a good logo. Do you have any doubts or questions? If so, remember that you can contact Visual Led without obligation by phone, by calling (+34) 977 271 074; by e-mail, by sending a message to firstname.lastname@example.org, or through our form. We will be delighted!