9 Steps To The Perfect Logo Design

Having an eye catching logo is crucial.

When you meet someone new, you have 7 seconds to make a first impression (Forbes). In 7 seconds, a stranger makes up many assumptions about you based on factors like your appearance, your body language, your attitude and, if you’re lucky, by what you say.

With a logo though, you only get one chance. A customer makes up their mind about your company based solely on appearance. You’ve heard the phrase, “don’t judge a book by it’s cover” but rarely does anyone practice this ideal.

Humans are obsessed with appearance. If a curry looks questionable, I won’t eat it. If a retail store looks sparse, I won’t go in it. 

We make judgements about things all the time. The look of something impacts how we feel towards it.

A logo is often the first thing a potential customer will see of your company. It’s important to get a logo right and convey the correct message to your audience. Because, get it wrong and you could actually put people off your business which is the total opposite thing you want your logo to do.

9 steps to the perfect logo

1. Keep it simple

Simplicity is key. It sounds cliché, but less really is more. There are far too many logos that are just trying to do too much and as a result, can look like something produced on clipart or something a young child has thrown together.

Keep it simple and keep it classy.

2. Convey your message 

Think about the message you want your audience to get from your logo. Logos convey who you are and what you do as a company so you really need your logo to express a good message.

A great example of this is the company Innocent. Innocent is all about making healthy and natural drinks that are delicious. The logo conveys this perfectly and their quirky and fun design works really well with what they do.

Put this style of logo with a company like IBM though and it would not work at all. A logo is a unique thing that has to work for your company and the brand that you want to be.

3. Choose your colours carefully

Again, simplicity is the best way to go. With colours you really have to be careful. You ideally want to stick with one or two colours but no more than 3 MAX. If you use a lot of colours, your logo will look too busy and distract people from the message you want to convey.

The actual colours you pick are important as well. You want to choose colours that work well with each other. You don’t want colours that clash, because this will make your logo look cheap and tacky. Do your research on what colours compliment each other. Two great resources to do this are Tiger Colors' Colour Wheels and Palettons' Interactive Colour Wheel.

Colours also express certain feelings and emotions. You wouldn’t expect an environmental charity to have a bright red logo. Colours have connotations and stereotypes so it’s important that the colours you choose align with what your company stands for.

 4. Be Timeless

Logos need to stand the test of time. You don’t want to have to do a re-brand or update your logo every other year. If you’re serious about your business, you will presumably want it to be around for a long time.

Avoid new trends. You want your logo to be eternally relevant. Design your logo with the future in mind, creating something that won't go out of date.

5. Be Memorable

Logos should be memorable. The whole point of a logo is that it is an identifier and symbol of your brand. Logos should leave people remembering your company.

To create a memorable logo, you have to be creative and inventive. Take Apple for instance, they didn’t just do an apple for their logo, they took a bite out of the apple to make it different.

11 Music’s logo is also really creative. The logo has ‘11’ and ‘M’ which also looks like a piano. It’s little things like this that will make your logo resonate and stay with customers.

6. Avoid clichés

Staying on the same line with making your logo memorable, you definitely want to avoid clichés. Clichés are clichés for a reason: they are overdone, predictable and boring.

You want your logo to make you stand out from the crowd. Using clichés has the opposite effect.

A few examples of cliché logo designs, is using a lightbulb for ‘ideas’ or using a chat bubble for a social network platform. Clichés don’t stop there though, there are many overused styles of design, like using the font Helvetica or using an arc over the top of your company name.

Do something totally different and try not to follow trends or things that have been overdone.

7. Be Versatile

Logos are meant to be used across your marketing and will be seen in a range of places.

It’s important that your logo still looks good in different formats and styles. Does the logo look good across different coloured backgrounds? Does your logo still look great in black and white?

These are all questions you need to ask yourself. You will adapt your logo to fit in with different material so you need to test the versatility of it.

8. Keep it professional

Your logo reflects your brand. It is absolutely essential that it looks professional.

You want your logo to be appealing and eye catching. Meaning, it should look slick and modern.

Once you have your logo design, get everyone you know to give you feedback. There are a lot of logos that accidently look sexual or inappropriate in some way so make sure you get plenty of feedback before you finalise your design.

9. Don’t stop at the logo

Many people think that once the logo is done you’re all set. The logo is only the beginning. Your logo should symbolise your entire branding. The style and design of your logo should be present across all of your promotional material, including your website, printed marketing and social media.

Your logo is your identifier, so you need people to be able to instantly recognise your brand from everything that you create and send out. Consistency is key to creating a strong brand.

When creating your logo, the most important thing is to think about your target audience. What will they see, feel and think about your brand from your logo. What will they think your company stands for? What will they think you do as a company?

Your logo should send out the right message whilst being appealing and memorable to your audience.

Get in touch if you’d like to chat about creating the right logo and branding for your company further.



Created by, Alice