Launching your own business is an exciting time, especially if this is your very first entrepreneurial venture. Whether you are publishing a simple travel blog or sophisticated tech startup you’ll need a professional logo. Your logo is the visual representation of your company and sets the tone for your entire branding strategy and creative direction. All too often entrepreneurs make the mistake of rushing the design process just so they can get on to the next task of launching their business. Publishing a logo that doesn’t speak to your target audience can negatively impact your ability to penetrate the market and create a recognizable and memorable brand. In order to avoid having to undergo an expensive and time-consuming rebrand in the future make sure you get your logo absolutely right on the first try. Follow the five logo design rules highlighted in this article and you’ll be on the right track.
Keep Your Company Name Short and Sweet
Before you start designing your own logo or hire a graphic designer take a moment to review your company name. The name should represent your business well and be memorable. It can be difficult finding an available name in your local registry just like when you try to find a suitable domain name. A shorter name is more memorable so try to avoid unnecessary descriptive words or legal jargon. Not only is a shorter name easier to remember but it also helps you find artistic balance in your design. The same goes for your tagline. If you must include one in your logo keep it as short as possible. You can always include your tagline on printed promotional material like your business cards and not include it in your logo.
Keep Your Logo Icon Simple and Clean
With your business name and tagline in place, it’s time to think about the type of logo you want. Is it a combination mark, text-only, or icon by itself or even an emblem? If you are going to include an icon go for a clean and simple shape. The reason is that those types of designs are more memorable and timeless. A lot of entrepreneurs prefer icon designs that include a lot of detail. Of course, they look more realistic and artistic but the goal is to create a memorable brand and not a showcase for the designer’s craftsmanship. Another note on icons, you don’t have to go for a literal representation. A pizza shop for example isn’t limited to only using pizza icons as their design options.
Choose Your Colors Carefully
When it comes to choosing colors for your logo keep your target audience in mind and set aside your preferences for a moment. Colors trigger different emotional responses and you should use that to your advantage. For example, if your business wants to evoke trustworthiness and stability go with a blue color scheme. Study what each color stands for and then align it with your business’ core values and core demographic preferences. A final note on color, limit yourself to no more than three different colors. Once you exceed that your design can easily get too busy.
Make Sure Your Logo Scales in Size and Color
It’s one thing to design a logo that looks beautiful on your tablet or laptop. What happens once it’s displayed in a different environment though? As your business grows you may want to take out large billboard ads or put it on trucks and cars. Before you finalize your logo make sure you scale it up and down to see how it holds up in different dimensions.
Another factor to consider is how your logo will appear when color hues and saturation are changed. Your logo may look great in high-resolution format online but how does it appear when it’s printed in black and white? Test your logo in black and white and greyscale to see if it still looks professional.
Your Logo is Only as Good as Your Supporting Branding Material
Your logo will be represented across all of your brand assets. If your branding material like business cards, website, social media, etc are poorly designed they will negatively influence how your logo comes across. When you design your business cards and other brand assets make sure they include your core branding colors and logo in high-resolution format.