Monday, July 7, 2014

What's in a Logo

Having a logo designed is one of the first steps in branding your business. Selecting colors and a style for a logo has more to do with your "gut" reaction to a design. In fact, it's big business! It always has been. So, how do you do it? What makes a "good" or effective logo? Here are a few fun factors for you to think about.

1. Color. 

when selecting the appropriate color to represent your business, take into account the vibrancy as well as the tone. Bright and bold might grab someones attention, but if your representing a sleepy time baby product it might not be the right fit. Every color as a psychological response. Keep this in mind as you begin to play with ideas for your logo.

The Psychology of Color in Logo Design. Here’s a quick break-down:
Red: energetic, sexy, bold
Orange: creative, friendly, youthful
Yellow: sunny, inventive, optimism
Green: growth, organic, instructional
Blue: professional, medical, tranquil, trustworthy
Purple: spiritual, wise, evocative
Black: credible and powerful
White: simple, clean, pure
Pink: fun and flirty
Brown: rural, historical, steady

2. Size and Scale

This is extremely important for someone printing business cards, or doing other marketing mailers and print jobs. Think about it, for someone with a long business name - it can be hard to make the text large enough to read on a small area such as a business card or postcard flier. You want something that is simple, clean and scaled appropriately to use regardless of the size it will be viewed as.

3. Think in black and white.

 When making, or having your logo made for you - ask to see the image in black and white. You might never plan on using it this way. However as you grow, do different events, participate in vendor fairs, networking, or even purchasing ad space you will find that many times tear cards and fliers will be printed in black and white or 3 colors to save costs. Which means the design has to be as solid and meaningful as the colors your utilizing to convey your message.

4. Keep it simple.

It’s important to have a balanced combination of simple and unique. Interesting and attention grabbing without being overwhelming or distracting. Think about a simple twist, a pop of color or icon that uses negative space and adds interest to your logo. This logo image is a great exsample on the using the play on "forward" and adding the perception of speed, precision and direction.

5. Use your resources.

Etsy, Storenvy and countless other online retailers have a plethora of options when it comes to finding someone to design your logo for you. Some offer more than just a logo - with complete branding and common documents as a "branded package" like, Aquarius Logos that specialize in photography logos. While others offer tools to allow you to be the designer such as LogoYes.
Check with friends - whose logos you LIKE - where did they have theirs done? Perhaps you have a graphic designer in your network who can help you!

You don't have to struggle for hours - or days on end to come up with the perfect logo for your business. I do suggest you review your goals for your business. Write down what feeling you want to give your clients. What's image do you want to convey if the logo is the only thing they have to judge you on. Go onto Google, and search other people in your field... look at their logos - is their a trend in colors or style? Is there a style that you are drawn to? Save those images and when it comes time to doing a mock up you will have a better idea in your head (or be able to convey your needs to the person who is doing it for you).