10 Steps to Getting Your Ideal Logo
The most prominent brands around owe their success to more than just great looking logos. They are where they are today because they have identified the core of their business, and then worked hard on projecting this message in everything they do. Having said that, it doesn’t mean you don’t need your logo to stand out.
That’s why we’re sharing quick and simple steps on how you can come up with a great logo, without getting migraine attacks or driving your design staff over the edge.
These 10 steps don’t just help new businesses with crafting a great logo, but established businesses can get a few pointers on how to rebrand themselves if needed.
Step 1: Know the basics
Just as with most branding basics, it’s important to start with the right foundation. In the case of a logo, ensure that it remains simple, ensuring and flexible. Take a look at IBM and you’ll see that simplicity does not mean lack of impact.
A good logo can be memorable without being overcomplicated and should not be outdated as time goes by. The flexibility is in being able to be shown on any platform without looking awkward.
Step 2: It looks good at all angles
The beauty of a simple yet catchy logo is that it looks good from all angles. Your logo should not look entirely different or mean something else when seen from a different angle. Coca Cola, Shell and MacDonald’s for instance, have logos that is prominent from any angle.
Step 3: Does it need to be in a box?
It’s important that you recognise the elements of your logo. If it looks good only with a box surrounding it, then ensure that the box is present across all platforms. This will help maintain consistency in both looks and branding.
One famous example that uses a box is 7-11.
Step 4: Can it be sketched easily?
As mentioned in step 1, a logo should embrace the importance of simplicity. One way to test this is by simply sketching it. If it can be replicated in a few seconds, then you’re well on your way to getting a fine logo.
Examples of iconic brands that possess such a trait includes Apple, MacDonald’s and of course, Nike.
Step 5: Less than 3 fonts
Ideally, your logo should utilise less than 2 fonts (yes, that means one) especially if it’s a single word. This keeps the logo simple and memorable. Once you include more than 2 font types, it becomes harder for your target audience to remember and relate with.
Can you imagine Levi’s or Microsoft using different fonts halfway through their logos?
Step 6: Avoid being direct
While it’s best to be simple, your logo should be clever and not too direct. When your target market recognises the meaning behind your logo, it helps reinforce it in memory.
When it comes to thinking up designs for your logo, don’t be afraid to think out of the box.
Step 7: Is there a connection
Now that your logo isn’t too direct, you need to ensure that the connection to your core business is easy to make. The link to the meaning can be a subtle clue, but avoid going too far from the mark. In summary, make sure it remains recognisable, clear and avoid guesswork.
Great logos for this point include Burger King and Amazon.
Step 8: Your logo is not your brand
A logo should reflect only the most important aspects of your business, and not encompass everything that your business is about. So when designing a logo, think of your core business or product, then work from there.
When you try to squeeze everything your brand does into one logo, it will end up being overcomplicated. If your business really deals with everything under the sun, look for a witty way to summarise your range of products or industry.
Step 9: Is it the big picture?
One of the biggest mistakes business owners make is that they tend to scrutinise every little bit of the logo, like the colour, how the lines are drawn, etc. What you need to recognise though, is how it looks as a big picture. So trust your designer on the elements and look at the meaning that your logo bears.
Step 10: The logo comes after branding
Last but not least, remember that your logo is a representation of your brand. It does not create your brand. That’s why it’s best to work on it only AFTER you’ve established the core meaning of your brand.
Bonus Step: You can’t please everyone
Remember that your logo is exactly that…YOURS. Since instead of trying to please everyone, try focusing on your target audience and see how the brand can be seen and felt by them.