Your brand’s logo is the face of your brand. It is the very first impression people get hence its design is important. When it is executed correctly it becomes a very powerful asset to the brand. Creating an effective visual representation of the brand requires a lot more than graphic design. Below are a number of essential rules that you should keep in mind.
Preliminary sketches are important
This is the first step in designing a logo that will be effective. This can either be done using pen and paper or use a vector program like Illustrator. If this stage is rushed or skipped, the final result will be compromised. Keep sketching new ideas until you find one that seems to work.
Balance should be created
Peoples’ minds naturally perceive a balanced design to be appealing and pleasing. Balance is achieved by keeping the weight of the colors, size and graphics equal on each side. Though this rule can be broken it is worth noting that the logo will be viewed by many and a balanced design is the safest approach.
Size does matter
A logo has to not only look good but it should also be legible at different sizes. If the logo loses definition when it is scaled down for letterheads or envelops then it is not effective. It has to also look good in large formats such as posters, billboards. Testing the logo yourself is the only reliable way to determine if it works. It is important to note that the smallest scale is always the hardest to get right.
The clever use of color
The theory of color is complex but with designers that understand the basics is able to use color to their advantage. There are so many basic rules on use of color they include; too bright colors can be hard on the eyes, the logo must also look great in black and white as well as in two colors. If you choose to break the rules make sure it is for a good reason. Color evokes feelings and moods try out different color combinations that match the overall feel and tone of the brand. Do not be afraid to play around with different colors.
Typography does matter a lot
Finding the right font type and size can be trickier than one recognizes. If the logo contains texts or a tagline spend time sorting through different font types and testing them before making up your mind. It is ideal to use one font and avoid using the commonly used fonts. The more original the font is, the more it distinguishes the brand.
The goal of creating a logo is so you can build brand recognition. The point is to have the average person instantly call the brand to their mind. The key to achieve this is to combine the elements discussed. By overlooking any of them during the design process it will impair the quality of the final design. The fastest way to determine if a logo is recognizable is by inverting it using a graphic design software and see if you still recognize your brand. Having experienced designers helps in the whole process.