In order to carve your niche in the digital world you need to invest serious efforts and resources to build your brand. There are a number of elements that define the brand. One of the most expressive form of branding exercises if reading the appropriate logo. A logo is actually the symbol or graphical element used as a signature of your brand. One of the major objectives of a logo is to help your targeted audience to connect instantly with your brand. In order to create an effective logo design you need to take the following thing in consideration:
Simple and practical
Every logo is intended to carry a specific message and its success lies in how effectively and quickly it can pass on the message. It is important to design an appropriately logo that is not only appealing to the eyes but at the same time it should be simple, and practical. Practical in this context means that it could be printed in any size without alerting or diminishing its graphical character. Another thing to keep in mind is that the logo should be able t leave the same impact even without using any colour. There are a number of materials that you would need to use for branding and not all the surfaces can be coloured comfortably. Secondly, it can be very costly to use colours on some surfaces that can hike up your branding budget unreasonably.
Take inspiration but don’t copy
Research is very important when you start working n your company’s logo. You need to see around to know what the current trends are. Evaluate the logos of your closest competitors to get some inspiration. More often this inspiration can translate to copying so be careful and ensure that you don’t have to copy different aspects of different logos to create yours. You just need to see a few samples to get the inspiration and know the latest trends that are favoured by the audience. Many things change over a period of time. The sharp edges and bold fonts can be replaced by rounded curves and lightweight fonts, the visual loudness may be diminished and the empty spaces may replace the crowded visual ecosystem. Checking the current trends can help you to identify the key aspects that you need t work on in order to look relevant without losing the timeless appeal.
Appropriateness is another thing to keep n mind when designing a logo. Every font, form and colour has its own language and depending upon your target audience this visual language may or may not be able to communicate effectively with them. Suppose you are an industrial machinery manufacturer and want to connect to B2B clients. Would you like to use the colourful logo with curves and calligraphy? Or would you like to design a modest logo with sharp edges and modest, straightforward appeal? Most of you would like to go with the second option as that offers a corporate character to your logo and makes it easy to connect with B2B clients. Now let us change the product to a cold drink. Now you will choose the first option as that would allow you to connect easily with the target audience the youth or end consumers looking for something to refresh them.
Durability is an important thing when you design your logo. You don’t have to go for a logo that is currently in fashion. Fashion doesn’t live long while brands do. Your logo reflects your brand and thus it should have timeless identity. You cannot change your brand name frequently as that would affect your reputation. In the same way you need to invest a lot of time and attention before deciding the right logo for your brand. A simple question to ask you is “Will my logo still is relevant even after a half century?” A genuine answer to this question can help you to design a logo with a long life.