Logo Design: Top 5 Things to Consider

Thinking about creating a logo? And maybe cutting some corners?

Before you do, I would ask you to consider a few things.

Your logo is the face of your brand. It’s the visual cue that people will use to learn about and recognise your brand. It will communicate your brand’s values. It will send a message, tell a story and evoke emotion.

Yes, it does all of that, and more.

Still thinking about cutting corners? I wouldn’t recommend it. Your logo is more important than most people give it credit for, and when it’s slapped together for the sake of time and/or money savings, few people, no people or all the wrong people will be attracted to and remember your brand.

So now that you understand the importance of a high-quality, well-designed logo, let’s talk about the top five things you need to consider before it’s presented to the public:

  1. Colours: This isn’t about choosing your favourite colours, or choosing colours that complement one another. It’s about selecting one main colour (plus one or two supporting colours) that represents your corporate values, and that will be used on all branded materials. Colours are communication tools, and knowing the messages conveyed by each colour (and shade), as well as all cultural implications (based on where the logo will be displayed) is imperative in sending all the right messages. I suggest consulting with a logo-design expert who has experience in colour psychology. Google won’t do in this case; there’s too much conflicting, subjective and erroneous information.
  2. Shapes: Geometric shapes send messages, too. Circles, for instance, stand for infinity, continuity and inclusiveness. Triangles are ‘sharp’ and squares/rectangles are organised and disciplined. Rely on your own shape instincts and then check your choices with a professional logo designer.
  3. Negative Space: Your logo doesn’t just have to be about the obvious, up-front graphics, it can also employ negative space (or white space) to add to the impact of the main message or send an auxiliary message. Not every white space design is obvious at first, but once someone sees the hidden image, it can be very difficult to ‘unsee’ it. They’ll want to share the ‘find’ with their connections. Get creative with this, whilst avoiding overcomplicated design.
  4. Font: The font that you choose to use in your logo design should be representative of your brand’s values (e.g. delicate, bold, free-flowing, strict). Avoid overly extravagant fonts that cause viewers to spend time deciphering the print…rather than absorbing the message. You may also want to consider creating a proprietary font—so that it belongs exclusively to your brand. This will contribute to the creation of a fully bespoke logo.
  5. Avoid Trends: You’re going to spend valuable time (and possibly money) on designing your logo. How long would you like that logo to be viable? If your answer is ‘a long time,’ well then you’ll want to avoid trends. You may notice that a lot of brands are utilising ‘hipster’ and other types of designs that are hot right now. But what about in two years, when their logos have already been confused with others (including the competition) and they are enjoying none of the benefits that come with having a unique, expressive logo? Well, then they go back to the drawing board and resign to having to introduce a new logo, potentially causing confusion and losing the attention of the few audience members they still have. Trendy might be cool now; in the long-run, it’s just not worth it.

I hope these top five tips get you started on your way to creating a business logo that accurately communicates the values, story, and mission of your brand. I also hope that you’ll comment with any questions you might have about creating your logo.

Have a beautiful day, beautiful you.