The way a customer feels, their willingness to buy a product and the speed at which they make decisions may all be determined by color, according to a number of studies.
Red, for example, evokes powerful emotions in many people. It is known to encourage impulse purchases, stimulate activity and has even been shown to raise blood pressure.
Your logo’s color palette may influence the outcome of your brand in a number of ways. So how can you ensure that your color scheme is built to maximise success?
Start by Confirming Your Goal
What is the purpose of your logo?
Is it to encourage sales, motivating customers to invest in your company/buy products? Is it to induce feelings of relaxation? Is it to reflect a particular theme/concept?
Whatever your aim, ensure that your color scheme follows suit.
Research the different effects that colours like red and blue can have on viewers and now these can shape your brand through emotion.
Does it Work in Grayscale?
According to Design Hack, “a good logo is versatile and will still function well in grayscale”.
If your color scheme and the hues you choose blend well together, they should do so in shades of grey, too.
Any stark contrasts or dull colors will stand out more in black and white.
If your logo coloration still functions in grayscale, you’re onto a winner.
Shape Your Identity
Your logo’s color scheme will comprise a major part of your brand’s identity.
Meditation app, Headspace, for example, sports soothing orange tones that have been proven to stimulate creativity and relaxation.
That’s branding done the right way. It paints a picture of a company that attracts an appropriate target audience.
Consider your ideal brand identity and build your color scheme around that.
3. Typography 101: Know Your Fonts
It’s important that, if you choose to use text, that you utilise typography that complements your logo artwork well.
Generally speaking, there are 4 main font types to choose from:
Serif: Serif fonts can be used to create a classic, timeless feel when used for logo artwork. They are prestige and professional, characterised by small, outward kicks at the extremities of letters.
Sans-serif: Sans-serif fonts are sleek and simplistic. They are similar to serif fonts, but without the small ‘feet’ that jut out at the ends of letters. Sans-serif fonts are perfect for modern brands aiming to adopt a minimalistic feel.
Script: Script fonts mimic handwriting. They are free-flowing and casual, from vintage calligraphy to graffiti artwork. Script fonts can be used to create a relaxed, chic, modern appearance.
Display: Lastly, display fonts are eye-catching and stylized. Steering clear of any rigid, defining structure, this font-type explores the bounds of typography and seeks to present a brand in a loud, character-defining fashion.
4. Make it Your Own
When it comes to logo design, it’s crucial that you keep it unique.
A logo is the key to distinguishing a brand from its competitors so it’s important that your image stands out from everybody else’s.
According to David Airey of Logo Design Love, “What’s important is to create something that’s different from anything already out there,”
“It’s highly unlikely that what you create will be original, but that should be the goal.”
And he’s absolutely correct. If you want your brand to be recognised, loved and successful, your logo has to be unique.
Creating unique artwork doesn’t have to be a limitation. Use it as motivation to create something outside-of-the-box; something clever and distinctive.
Dishing out a logo that simply takes your brand’s niche and visualises it isn’t the genius kind of graphic design we’re talking about.
Apple’s logo isn’t a computer. Anybody could have designed that. Volkswagen isn’t represented by a car, either. Clever logo design takes an idea and creates something different.
Think carefully about your brand. Consider its identity, demographic, purpose, and create a logo that delivers these concepts in a one-of-a-kind package.
Check for Plagiarism
As soon as a logo is publicised, other brands will attempt to imitate it. Incidentally, such brands are very rarely successful.
Tools like Logo Thief can be used to measure the individuality of a logo.
If there are other logos that look like your draft, make it different. Make it completely different.
5. What Other Logo Designs are Performing Well?
What are the top-dogs of graphic design doing to maximise their success?
There are many creative, sleek design trends that you can adopt when creating your logo. Let’s discuss three of the best.
The Double Entendre
One incredibly clever design technique is the double entendre, which involves using imagery cleverly to reflect two ideas at the same time.
The Wine Place logo, for example, uses a thumbtack, representing location, that doubles up as an upside-down wine glass when viewed from a different perspective.
Lion Bird, on the other hand, is represented by a bird-shaped design that also mimics the visage of a lion.
The double entendre can be a tricky design gimmick to pull off. When executed effectively, however, it provides a unique framework for designing a logo.
While on the one hand text-based designs can be limiting, on the other, creative typography can be utilised to create incredibly effective visual effects.
Creative typography takes a text and runs with it. It transforms basic lettering into lively, dynamic and stylistic art.
27’s ‘Under Construction’ screen strays away from using dull text and instead creates a beautiful, paint-splashing effect that stands out.
Creative typography can be much more subtle than this, too. This letter A, for instance, is both minimalistic and complex at the same time, creating a sleek yet eye-catching effect.
If you choose to adopt a text-based logo, be sure to spruce it up and add creative flare with typographic artwork.
Coats of Arms
Coats of arms have been very popular among graphic design culture for many years.
Text is typically placed inside of a circle/semi-circle, often featuring dates such as ‘Est. 1964’. Colors are usually monochromatic, black/white being common choices.
The coat of arms is a very simplistic and versatile logo framework that functions well as a stamp on items like coffee cups, hats and mugs.
It’s also a great option for designers struggling to make use of more advanced techniques like creative typography and the double entendre.
6. Keep it Simple (and Flexible)
One mistake that many designers make is striving to create the most unique, eye-catching logo whilst forgetting to consider how it will be received.
A Great Idea, Utterly Misunderstood
If your logo is a completely different to anybody else’s and uses a really clever design, that’s great. But if nobody understands the meaning behind it, then it’s probably going to perform pretty terribly.
It’s design is unique; lowercase lettering, orange undertones and simplistic design characterise the brand, but none of these features make the logo difficult to comprehend.
Indeed, prioritise creativity. But don’t forget to make sure viewers will understand your logo once it’s out there.
Ease of understanding is a crucial component to logo design success, as is flexibility.
In our digital age, art and graphic design work is likely to appear across a number of social media platforms and news outlets.
A logo will be required to take multiple forms, from Twitter headers to round social media icons.
For that reason, it has to be versatile.
Take Adidas’s logo, for example. Here, designers have created a longer, rectangular variation of the original logo, perfect for cover photo images, whilst still preserving the characteristic features of the Adidas brand.
Your logo may look fantastic in its Photoshop form on white space, but how does it look as a profile picture? Or a social media header?
These are key questions to consider when designing your brand’s artwork.
7. Publish Your Work (But Don’t Expect Instant Success)
Once you’re happy with your logo, start using it!
Be mindful, though, that even some of the most iconic logos like Nike’s took time before they became a roaring success. .
Graphic design work won’t become instantly iconic on its own. A company’s sales, media activity and customer base will all have an enormous combined impact on how quickly a logo becomes recognised.
Poor business performance may not necessarily indicate poor logo design, so don’t be too quick to change things up if your new logo doesn’t send your sales skyrocketing.
Follow the steps above, continue to work on growing your business and be patient.