Every brand that wants to succeed needs an eye-catching logo. And it is an undeniable truth. Logo design tips, the logo is one of the most important parts of marketing for a simple reason, and it is the most recognizable element of your brand. Small companies, large multinationals, and even people looking to create their own personal brands all need a good logo.
What is a logo?
In branding, we speak of a logo to refer to the graphic representation of the name of a brand. We could say that a good logo is the best opportunity for a brand to get a good first impression. It will be the first thing you see of it on many occasions, and its goal is to be remembered, so it is tremendously necessary that time be spent on its design.
Logotypes
We can talk that there are four types of logos at a general level according to their characteristics:
Logo. Although it is also the name chosen to designate every one, if we speak of a logo as one of the types, we do it of the one that is composed only of letters, such as Zara.
Imagotype. It is the one that is composed of text and an icon, such as the Adidas logo that is made up of the brand name and the icon of the three lines above.
Isologo. Like the Imagotype, it is made up of text and an icon, but in a different way. This time the text is part of the same image, as, for example, in the case of the NASA logo.
Isotype. It consists only of letters or typography and a symbol or icon. This type of logo has up to six subcategories: anagram, monogram, pictogram, acronym, initials, and signature.
Tools for creating a logo
There are many tools in the market for creating tools for those who don’t want to hire a designer. Picmaker, Canva and DesignEvo could be the top we recommend. Tools are more affordable and easy to use with templates but you have the risk to have a similar design with others.
If you are a designer and brands have trusted you to create a brand logo, you have one of the most beautiful projects in marketing in your hands. Although yes, it is also one of the projects with more responsibility. But do not be overwhelmed. To create a good logo, you only need time, creativity, and be clear about what should be part of it.
The keys to a good logo
As in any branding strategy, before starting, it is necessary to know who the competitors are and are clear about the brand identity. This prior research process is essential before starting to sketch our logo. According to marketing expert Jonah Berger, author of “Contagious: Why Things Catch On,” a logo must meet four premises.
1. Simple
Few things in design tend to look otherwise. A logo should be simple, which does not mean that it lacks in-depth. We are talking about simplicity on an aesthetic level, with a simple design that achieves a great impact with just a glance. Resounding and that manages to stick in your memory, like the chorus of a song.
If you want to make a neat logo, you’d better follow three rules:
Few colors. As much as you like colors, it is easier to remember a simple logo that does not have more than three. Visually it will be more attractive, and it has been shown that it is easier to memorize. For example, the Apple logo was the most remembered in this study in which a group of Americans replicated ten iconic logos. Simple lines, a lot of impacts, and a single color were the key to achieving a greater visual impact.
Clear fonts that read well. Imagine the Adidas logo. Three bands and a firm font that reads perfectly. The idea is to be remembered for your logo, so don’t make it difficult for the client by using a convoluted typeface that is not understood.
No excesses. Searching for subtlety over baroque must always be the key. Do you remember the Nike logo? You could even draw it on paper right now. The simpler, the easier to remember.
2. Consistent with the brand
A logo must speak of the brand to which it belongs. For example, if we analyze the IKEA logo and its imposing letters, we receive a clear message: “we are resistant, reliable and robust, like our furniture.”
The logo must convey the essence of the brand, even if it is composed only of one typeface. Typography is not just letters, it transmits much more, and in a logo, you must seek to communicate what you want to be remembered for.
3. Memorable
According to Berger, your logo should “help remind your customers that you exist and why you exist.” If you create an easy-to-remember, simple and impressive logo, you will favor that at a glance, something is marked by fire on your customers, like love at first sight.
The Apple logo, for example, is not only recognizable, but anyone who sees it will remember it. That bitten apple needs a single glance to etch itself in your memory.
4. Unique
It is essential that your logo is unique. It’s not a good idea to “get inspired” too much by something that already exists because you run the risk of being the same with someone else. You want to stand out, be the center of attention and get everyone to remember you, and for that, you need to make an impact and become something unique like your brand.
For example, the Amazon logo is unmistakable with others. A smile under the name that in turn is an arrow that points from “a” to “z” and that carries an implicit message: we have it all.
All in all
The logo is that perfect reflection that you are looking for for a brand. That is the reason why it is so important to spend time, resources, and talent for its creation.
