Great logos should make a lasting impression. They should instantly and consistently help a customer identify your brand and ideally drive customer interest.
We all know what a great logo looks like, Nike has the swoosh, Target has the bullseye. From concept to color, there is a lot to consider when designing your logo.
Here are the top questions to ask when designing your brands logo:
What types of logos are there?
Did you know there are multiple types of logos your company can use? Below are the types of logos you should consider:
These are free standing words or multi-letter abbreviations that make up a logo. An example of companies with word mark logos are ebay and Google.
These logos are comprised of a single letter. For instance, McDonald’s uses the letter “M” to symbolize their company.
This is where a logo is shown as a symbol. For this logo type, think of Apple, Twitter or playboy.
These logos don’t represent anything that would be recognizable. Adidas and Pepsi are great examples that have been able to pull this off.
Schools often use this type of logo, but other companies like KFC or Wendy’s should also come to mind when thinking about mascot logos.
This is where a logo uses both, lettering and pictures, to show their brand.
Logos that consists of font on the inside of the symbol or an icon. Badges, seals and crests, like Harley Davidson are great examples of Emblem logos.
Which type best fits my company?
So which type of logo best fits your company? Unfortunately, there is no “one fits all” solution. Look at your company name and what your company services or provides. If your company has a short name, like google, a Wordmark maybe be best. Generally, Wordmark and letterform logos help consumers remember your company name and brand better then abstract logos. This doesn’t mean an abstract logo won’t work for your company, but if you decide to go with the abstract logo, make sure it mirrors your brand personality and it is straight forward.
What key points should my logo convey?
From the color to the shape, your logo should provide a sense of what your company is all about. They should get a feel for your brand’s personality, what makes you different from your competitors, and that you are successful and professional at what you do. For instance, Amazon’s logo represents the company’s name and an arrow pointing from A to Z. This embodies Amazon’s personality as a company and what they provide, everything from A to Z.
What colors should I use?
Your logo color choice is pretty important. Choosing colors is hard. It is best to look at your competitors and companies like yours to help you decide. When looking at competitors, you should remember that you are looking for colors not to use. You want to differentiate yourself from competitors, so knowing what colors they use will help you know what colors not to use.
Colors also give different emotional and psychological punches. For example, red bull uses the color red, which is perceived as being active, intense and alarming. Yellow is perceived as happy, energetic and fresh, while the color blue is perceived as confidence, calm and reliable. Making sure the colors fit your brand’s personality is important to keep in mind when choosing.
What fonts should I consider?
Fonts are a lot like color, they convey various emotions as well. Different fonts work best for different companies, for example, a law office wants to convey honor, justice and strength. They may want to try picking a bold font that will show those qualities. If a children’s clothing store wants to convey a youthful and fun persona, a font that is more whimsical would be a better fit for them.
Should I design my logo or consider hiring a professional?
Hiring a trained graphic designer is usually the best route to go. By hiring a professional, you will get expert advice and designs that will work across multiple media channels and markets. They will be able to help you pick out your logo color pallet, shapes, and fonts. They can assist you with hard decisions and will assist in finding the perfect type of logo that best represents your brand.
What is the cost of a logo?
Logos from professional design firms can cost anywhere between $4,000 and $15,000. This may not fit your budget if you are a start up or a small business.
A more affordable option you can choose is finding a freelance graphic designer to contract out. Typically finding a designer that is between $50 and $150 per hour, depending on their experience level, should be able to fit into your budget a lot better. Remember, hiring a designer because of their “cheap” price is not always the best move. You want to make sure you find a designer that works in your budget but has the experience to back up their price. Find a designer who is familiar with your market and who is easy to work with.
Remember that your logo is a key part of your business. It is the first thing that is seen and is the last thing a person will remember when they leave. Getting a great logo is hard, remember, hiring a professional will help you get your logo accomplished with minimal stress. It will allow you to concentrate on other parts of your business while they work on creating your logo.