Creating a good logo design is essential for any business, big or small. It's the first thing people see, and it's the face of your brand. So, it's important to make sure your logo design is professional, eye-catching, unique, and really speaks to your target audience.
Here are the 3 main rules that you should adhere to in order to make a success of your logo design project.
1. Make Your Logo Clear and Simple
There is are certain scenarios where a more illustrative logo can be relevant, but generally the more clear and simple, the better. Minimalist logos are the standard for the most successful companies in the world, so why should it be any different for smaller businesses?
Simplistic logos also come with other benefits like increased usability across different types of media and in different settings. A simple logo will translate better to being printed on different materials and being displayed on different coloured backgrounds or images. Another benefit of a simple logo is how much more memorable it will be. If you have a really complex logo, given that your customers don't study your logo, it will be so much more difficult for them to remember as opposed to a simple form that they can digest in a split second.
Geometric shapes and grids
One of the best ways to achieve a clear and simple logo design is by using geometric shapes and grids when creating it. Geometric shapes are simple and easy to understand, which makes them perfect for logos that need to be easily legible from a distance. Additionally, they're resistant to clutter, so your logo will look sleek and tidy even with several elements within it.
Grids also help make logos more symmetrical, cohesive and visually correct. This is important because it makes them appear more professional and polished - ideal qualities for a logo that will be seen by thousands or even millions of people every day. Create a grid of horizontal lines, straight lines, angled lines or circles etc. and build shapes within the grid. They will be technically perfect and come together quickly once planned out correctly.
There are countless geometric shapes that can be used for logos, but the best way to find what works best for you is by experimentation. Try out different shapes and see which ones resonate with you the most. Once you've settled on a few favourites, begin incorporating them into your designs as much as possible!
White space
Effective use of white space in your logo can help to increase clarity of the forms within the design and the overall balance of the logo. It can also help to unify the design and make it look cohesive when combining different shapes and elements.
When thinking about white space, make sure that the space is used effectively and proportionately. Too much or too little white space can be distracting and unprofessional.
You can also use different types of white space for different effects. For example, using negative space to create a blurred effect can be effective when you want to reinforce a phrase or keyword in the logo.
Design the logo in black and white so that you can focus on the forms including white space - colours can come later once you have the design perfected. When you've been staring at a design for hours, it can be difficult to identify whether there is too much or too little white space. Take a break and come back to the logo with fresh eyes, or invert the colours of the design to gain a new perspective on the forms that are going on within your design.
2. Ensure That Your Logo is Scalable
Though it ties into the above regarding clarity, designing will scalability in mind is very important. The potential for the logo that you are designing is infinite in terms of success. You don't know where the logo will end up being displayed, so it's best to design it with the intent that it will be used everywhere, on everything!
Line and type weights
Specific elements to pay attention to are the line weights and typography used within your logo design. This is because they both have the potential to look right as you're working on them, but quickly diminish in appeal and legibility as your start scaling them down - this is especially true for use on screens. If the lines in your design or text are too thin, because of the limited amount of pixels on a screen, they can appear faded or distorted which will make your logo look amateur and detract from it's aesthetic.
Test
You don't know how your design will look until you've tested it. The simplest way of doing so is to zoom right out so that the logo is small and see at what point it is no longer legible. Your design should be able to go slightly smaller than the smallest intended use to be safe. And on the other end of the scale, zoom in until the logo is as big as you can make it. Does it still look balanced and coherent, or is something not looking right? Make some adjustments and re-test.
3. Check That Your Logo is Appropriate
Last but not least, is to ensure that every aspect of the logo is appropriate. This means it's appropriate to your brand, industry and that all of the elements within your logo speak a coherent design language. There are a number of factors you should take into account when designing an appropriate logo for your business.
Typography
When designing a logo, it's important to use an appropriate typeface. A typeface can make or break a design, so it's important to choose one that will fit the brand and help communicate its message. You should start by studying your target audience. What kind of style will appeal to them? What are you trying to put across to them about the personality of your business? Make sure that the typeface you end up using is one that will work harmoniously with your website design and colours. Remember - consistency is key!
Logo mark relevancy
If your logo has a logo mark or icon, make sure that it makes sense with the typography, style and market. That isn't to say that the logo mark has to be an obvious image of something related to the business, we don't need to describe the business within the logo - It could be imagery related to a deep meaning or origin of the business name or industry, or it could be a completely abstract shape. But, it has to be in-fitting with the nature of the business and make sense to your target market. If you directly sell children's toys, don't use a corporate mark with safe colours, because you aren't going to connect with the playful and fun personality that your audience would expect.
Now you know the 3 rules and what to look out for within each area, go and create your perfect logo! And do not let these rules completely override how you personally feel about your logo - keep working on the design until your logo satisfies your own vision and preferences, and the above 3 rules. If you still don't think you can design your own logo to a great standard, or perhaps don't have the time to put into the research and development of your logo, get in touch with Envy Co to see how we can realise your vision and create a logo that you'll love!