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❶ Brand Identity
The main
purpose of you logo is to
identify your brand. It takes
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thought and
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creativity to design a simple and unique logo that would convey your
core message and
differentiate your brand from others. Your logo
should be immediately recognizable, imply superiority, convey your
style of business, and inspire trust, admiration, and loyalty.
❷ Appropriateness
How you
position your logo should be appropriate for your intended
audience. For instance, use a formal font if you target people
seeking a legal advice, and a colorful child-like font if you target
kids and their parents.
❸ Differentiation
The
combination of shapes, images, colors, and fonts should be
strikingly different from other logos, especially in the same market
niche.
❹ Simplicity
Simplicity works:
simple logos are easier to remember; simplicity can communicate
neatly your
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competitive advantage whatever it is ‒ strength,
flexibility, innovativeness or something else.
❺ Associations
Your logo doesn’t
need to describe what your business does. Make you logo metaphor
light. Reflect your business’s commercial brand through the use of
shape, fonts, colors, and / or images. For instance, the font can
convey a sense of dignity, happiness, stability, or whimsy.
Colors are also strong
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emotional
and memorable differentiators and can be a great way to communicate
if used purposefully. If you want to bring together many colors for
symbolic purposes, do it harmoniously.
❻ Intuitive Energy Flow
If you
want to emphasize growth, energy should flow
intuitively from bottom left to top right. If you want to
emphasize
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customer care,
energy should flow inside out.
❼ Versatility
You logo should
work on large or small formats, on different materials, and be
readable on or adaptable for both dark and light backgrounds. The
fewer colors you use the better. Make your logo web-friendly, easily
translated into a Web button or icon. Use very simple, elegantly
drawn lines or shapes.
❽ Longevity
Ideally, logo should
never be changed. It should stay the same over time. So be
aware of trends but don't yield to them. Go for timelessness.
Longevity in logo design is key.
❾ Memorability
Strive to be
different. Keep your logo design simple, distinctive, clear, and
appropriate to make it memorable.
❿ Sketch, Reflect, Revise
Start from white paper ‒ similar to
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experimentation,
sketching helps to put ideas in your head right on paper and evolve
your imagination. Take breaks to help your ideas mature, solicit
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feedback,
and get a fresh perspective on your work. Revise and improve the
logo as required.
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