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Like a Russian nesting doll, there’s a lot more to logo design than meets the eye. A logo can be summed up in just three words: icon, font, and color. But the work that goes into designing each of these elements is a lot to unpack.
Logo design is like a body – it takes more than just the basics or “bones” to be as fully functional as possible. Throughout my years of career as a serial entrepreneur, I’ve experienced firsthand the importance of ensuring each logo is designed as well as possible for the longevity and success of the business it represents.
Ready for an anatomy lesson? Here are the crucial elements that go into an awesome logo design.
Related: 10 questions to ask yourself when designing your company logo
A graphic that fits the brand
You may have opted for a simple word or letter mark. If that suits your brand best, go for it, but most brands — over 60%, according to some stats — use a combination logo that includes both a wordmark and a graphic or symbol.
When choosing your graphic, here are the key points to ensure your choice is best for the success of the logo – and the brand behind it.
- Avoid overly generic graphics that don’t stand out from the crowd. Standard stock images or iconography can be a good starting point to give you an idea of what you want, but play around with them to make sure it’s the most accurate style for your business.
- Make sure your graphic style isn’t unmusical. Tone and message are both essential to good graphic design. For example, if you’re starting a high-tech startup with the goal of being seen as innovative, a quirky cartoon graphic wouldn’t be for you.
- Check scalability. How well does your graphic display at different sizes? Make sure it’s a vector image to avoid pixelation issues and potential loss of detail.
- Don’t be a copycat. This requires extensive market research and analysis of potential competitors. Does your competitor use a red star in their logo? keep it away from you Copycat or dupe designs almost inevitably lead to unfavorable comparisons.
Related: What are the most important elements of a logo?
Prioritize clarity in your font
Choosing your font is the next big part in putting together a great logo design. The choice of font is essential not only for the logo’s usability but also for its overall uniqueness. Here are some keys to look for:
- readability and legibility. You can use these terms interchangeably, but they are distinct but related terms. Readability refers to the individual letters and words and how easy they are to understand. Readability refers to whether the text can be read as a whole and how easy it is to do so. These are key to choosing the font as your logo will only have a limited number of letters. Check all of them for readability and make sure they work closely together for general readability. The choice of color also plays a role, both in the color of the font and the background, but more on that later.
- psychology of writing. Generally, we associate certain properties and properties with certain fonts, e.g. B. Serifs as reliable and traditional, sans serifs as youthful, and typeface as creative and unique. This can be used to customize your brand’s message and influence the first impression your logo makes.
- branding potential. How will your chosen font work on other branded items? Branding works best as a cohesive whole, where individual elements are reused for familiarity and reliability. Count on using your logo font in other areas of brand identity, and double-check legibility and legibility against other potential uses.
Make it memorable with color choices
The colors you choose can make your brand more recognizable and memorable. Here are the keys to good color choice.
- psychology of color. Just like with typefaces, we derive certain properties from colors that evoke certain feelings and reactions. Different populations also have preferred colors. Using color psychology in branding can improve logo design.
- Avoid using too many colors. Most design experts recommend no more than two or three.
- Careful color selection influences the brand’s memorability. Using a distinctive color in your logo and branding can increase brand awareness by 80%.
Related: The role of color in branding
Put everything together
The specifics of logo design vary depending on the company behind the logo, the designer, and the design itself. Sometimes inspiration strikes. For others, finding the perfect logo design is long, hard work. There is no surefire way to guarantee logo design success every time, any more than there is a surefire way to guarantee the success of a new business venture.
But just as experience in the world of entrepreneurship will help us with our next startup, an in-depth understanding of good logo design will help us weigh the odds in our favor.