Factors to consider when designing your company logo

A logo is far more than simply an attractive visual to add to your marketing materials. It acts as a symbol for your company and has a huge impact on how people perceive your brand. Your logo is often how potential customers get their first impression of your business, and first impressions tend to stick. That’s one of the top reasons why getting your logo right is so crucial. Don’t panic, though! Staring at a blank piece of paper, pencil in hand might feel overwhelming, but there are a number of factors you can break it up into that will help you to come up with fantastic ideas for your logo. Here are some of the main ones.

Personality

The first step is to think about your brand’s personality. For example, is your company traditional or quirky? What kind of adjectives would you use to describe it? How do you want people to feel when they think about your company? Your logo should project the image you want people to have of your brand, so begin by defining what that image is. Then everything else will follow more naturally. Consider not just the products or services you offer but also the values that are important to you. Aim to reflect these in your logo, and you’ll be well on your way to attracting the right customers.

 

Competition

Another step that can be helpful is to look at what logos your competitors have. Make a note of what you like and don’t like about them and what you think works well and what doesn’t. This can help you to stand out from the crowd in the right way and avoid inadvertently creating something too similar to another logo that’s already in use.

 

As well as saying something about your company’s personality, you also want your logo to give some idea of what sort of business you are. The logo for a law firm is going to look very different to the logo for a children’s toy company, and taking a look at what others in your industry are doing can be helpful in finding an appropriate design.

 

Style

Once you’ve had a think about your brand’s personality and checked out the competition, you can begin to come up with some specific ideas. Have a brainstorm, and put down all your thoughts on paper – however crazy they sound! It can be helpful to narrow down the type of design beforehand in order to help you focus. For instance, do you want your logo to be classic or modern, fun or minimalist? There are a number of different styles of logos to choose from. Consider whether you want to include an image or not, whether you want to use your company’s full name or only the initials, or even just a symbol. There’s no right or wrong here, so throw out lots of ideas and see what sticks!

 

Font

Assuming you opt for a style that includes letters, the font you choose for your logo is key. It says a lot about your company’s personality and impacts the way that people perceive your brand. So, for example, a cursive style can give an air of authenticity and individualism because it’s similar to handwriting. On the other hand, a classic font can convey authority, while a decorative font can be more eye-catching and unique.

 

A great way to experiment with this is to order some letter stencils in various different fonts and try them out. This can give you an accurate feel for the impression each style of lettering gives, as well as how they look in real life – which is especially important if you will be printing flyers or packaging with your logo on.

 

Color

Color has a huge impact on our mood, with each one having different ideas and emotions associated with it that can vary from culture to culture. Therefore, picking your color palette wisely is key. For instance, do you want to go for a bold and energetic red? Cheerful yellow? Calming blue? How about natural green or regal purple? Minimalist black and white? Spend a bit of time reading around how color impacts psychology, as this will help you choose a shade that fits with the image you want to project.

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