When you decide to create your own brand or launch a new one, there are a lot of details that you should pay attention to. Logically, among all these details, are the name of the brand and the type of product you are offering.
The name you choose for your brand has to be consistent with it. This simply because it must represent the essence of what you are offering, be it a product or a service. The name is everything, and it is the basis that you use to later make other important marketing decisions.
In addition to the fact that clearly, the name of the brand is very important. You will find that there are other factors as relevant as this. One of them is undoubtedly the logo. If you think about specific companies, especially the most popular. You will probably immediately associate the name of the company or brand with the logo.
The logo is extremely important to any brand. It can make the difference between a successful brand and one that is not. If we think about this detail, we will realize that there are examples of a large number of logos. Many that represent their companies in the best way.
The most recognized logos in the world, how did they do it?
Some clear examples that we can remember are. Apple, a brand recognized by everyone. NIKE with its famous and simple logo that is also one of the most recognized today and even logos of Restaurants such as Starbucks, KFC or Burger King.
Also some logos of perfumes such as Coco Channel, drinks and food such as Coca Cola or Pepsi, and even logos of social networks and web pages, such as Facebook or Twitter. All these brands are popular and their logo has a lot to do with it.
These logos were not chosen at random, behind them there is an important marketing work. In addition, there’s a completely advertising strategy turned them from simple logos to being one of the most famous and recognized. That is why the logo is undoubtedly today one of the essential pieces when it comes to the marketing of a company.
It does not matter if the logo is to be designed with the help of an internal team of the company or if it is to be designed by an external team. The logo of our company must always be taken seriously when designing since it will not only represent our brand, but it is also forever.
While it is true there have been companies that have been able to make changes to their logos and have done so successfully, changing a logo when the brand is already known can be a risk. Many companies that are as well known as Coca Cola, have made changes to their logos over time, modernizing them. But in this case, we are talking about Coca Cola.
These companies that are known throughout the world, can afford to make changes to their logo, without suffering major consequences. But what about our brand? Would you be able to put up with a logo change midway? The answer is uncertain, so it is important, from the beginning, to define our logo appropriately.
Why it is important to choose the right logo for your company?
As we said before, the Logo is an essential piece in the marketing of the company. No matter the size, or its line of business, the logo of a company must be chosen appropriately. But how to do it? What steps do you have to follow to do it correctly?
The logo and the characteristics that make it ideal
The logo of a company is a sign that identifies it. Through our logo, people in general and our clients, above all, will identify the service or product that I offer. In other words, briefly, choosing the logo is one of the most important decisions when creating a brand.
Behind the creation of a logo, there is a whole investigation work, on the part of the internal marketing team of the company.
All this development of the logo design requires not only creativity, but also other elements that must be consider. Some of these elements are the budget available, the design including semiotics and what colors are to be used, and the concept of the design as well as its composition.
All these elements needs to be consider to make a decision, which the ideal logo for your brand is. Something that is eye-catching, attractive and functional, but above all that helps us sell ourselves.
The logo has to be memorable, Simple, Timeless, Versatile and very attractive.
Memorable: The logo must stand out and distinguish our company from the competition. That should be a main goal of the logo.
Simple: Sometimes a simple logo is much better than a too complicated design. An example of this is the Nike logo. Is important to consider that the logo have no more than three colors.
Timeless: A logo that transcends time and trends is ideal but very difficult to achieve. However, as fast as the changes are today, it may fall into the category of old-fashioned, very soon.
Versatile: The company logo is to be use in a myriad of ways and elements. From printed media, to product packaging, banners and other elements, the logo must be able to adapt to all.
Specific: The logo must not only represent the values of the company and the brand itself, but must also adapt to the sector, and it must be designed with the customers to whom our service or product is aimed.
Here are 10 steps to follow and take into account in order to design the perfect logo for your brand.
1. The investigation
You have to carry out a good strategic plan, and create a corporate identity. It is necessary to know your brand very well. For this, both you and your creative team must know your brand well. Knowing well, the line of business, what they sell, who their target customers are and, above all, what your customers like or do not like, is relevant.
2. The Keywords:
After the investigation, it is necessary to gather all that knowledge that resulted from the investigation and work on it. One of the first steps after doing that is to use Keywords. Keywords are nothing more than well-chosen keywords. The idea is to make a list with all the keywords related to the brand.
3. Brainstorming and general analysis:
Another step that takes place after conducting the research is to brainstorm and do an analysis. One of the things that many companies do is analyze the logos of their most important competition. Not only the design itself, but also what colors and typography they used.
You can also get ideas for other logos that we find inspiring. Brainstorming among our creative team is also good practice.
4. Make sketches
After you conduct research and brainstorming, it is important to start working on all those gathered elements. We have to take everything we liked into account.
5. Create Visual references:
Create folders that include the ideas that we were collecting and liking is a way to have everything organized. From here, we can start looking for inspiration and use creativity, to help us to find the final design of our ideal logo.
Many people turn to pages like Behance or Pinterest, which can give us design ideas. On these pages, there are a large number of images, even from professional designers showing their work. All these images of other logos related to our sector can give us good ideas.
6. Refine the best ideas:
Once you make sketches and all the material is organized, you can start making solid proposals about the logo design. At this point, only all those ideas and designs that are more promising and that are more in line with what we want are chosen.
The proposals can be many, however, the ideal is not to have too many. It is advisable to have a maximum of three options. If you have many, decision-making can become much more complex.
7. The colors of the logo
There is something known as the Psychology of colors. This means that there are colors that are technically proven being ideal, for those purposes. A clear example of this is fast food logos. If we pay attention to all these logos, McDonald’s, Burger King or Wendy’s all include the color red. This is because according to the psychology of colors, red awakens the desire to eat and to satisfy a need.
Therefore, choosing the colors of your logo is super important. As we mentioned before, the colors of your logo should not exceed more than three and if possible use only one or two. There are two ways to help us when choosing colors:
The first is by analyzing what the competition has done with their logos, to give us an idea of what the sector is doing. Alternatively, you can also learn a little about the psychology of color. This will help you understand what each color transmits and what they are used for.
Now that you have the color and the design in an outline, another important detail comes and we refer to the typography. Sometimes we think that the font we are going to use is not so relevant but the reality is different. Unbelievably, typography is a science, but it also requires a lot of study, however, it is a detail that should not be neglected.
The letters or fonts are very varied, but a main characteristic that separates the fonts is the serifs. Serifs are all those letters that have an extension at their corners. Remember that fonts are divided into those with serif and those without serif.
Now the question is when to choose serifs and when not?
For this there are two key points regarding its use. Serifs are used, when your logo is more sober, classic or serious. This is because the extension on the edge that makes them look more elegant. On the other hand, the use of serifs can be dispensed with, especially in logos that are more modern.
There are other details regarding typography, such as, avoid using fonts like Zapfino, Papyrus, or Comic Sans. Other fonts we do not recommend are CooperPlate, Impact or Arial, among others. The most recommended for many reasons are Bebas, Helvetica, Roboto, Lato, Soho, among others.
9. Digitization of the logo
When all these processes have been carried out, we are practically ready to digitize our logo. Everything that was captured in sketches with our creative group begins to take shape in a virtual way, or rather digitally. This is the moment when those ideas that were visualized are captured in a virtual file on your computer or laptop.
This digitization process aka Vectorization, especially when it comes to creating logos. For this specific stage, it is necessary that someone who knows about graphic design carry this out. If, on the other hand, you do not have much experience with graphic design, you can always use various software that can help you with design, such as Illustrator.
10. Final touches
When you are already working on the digitization, before finishing that process, it is important to review the logo several times. This in order to make last minute adjustments, if that were the case.
Many times, when we see the logo already in digital form, how it will look, we realize that some changes or adjustments must be made. For that reason, it is necessary that this last review be exhaustive.
These are the 10 most important steps that should be taken into account when designing your logo, if you follow them in an orderly manner, the experience will be much more pleasant, with a successful result.
Now you have a better idea on how you can approach the creation of your logo for your brand.