Logo design isn’t necessarily the most expensive or time-consuming design job for a small business, but it’s really influential because it affects the design of everything else. As your business and website design changes your logo should still fit comfortably.
Logos are instantly identifiable so they need to have longevity and be reassuringly consistent. Some brands have never changed the main components of their logo (Coca Cola’s has barely changed since 1900) so it’s important to get it right!
This is how to create one you, your business, and your customers will love and recognise for years to come.
Stick with 1-2 colours
The most recognisable logos have just one or two colours (maybe three at a push), usually contrasting. This is a deliberate choice and essential for making your logo compatible with different backgrounds and contexts – you’ll need multiple versions that sit comfortably against white and dark colours.
Take a leaf out of the biggest brands’ books – Coca Cola is red and white, McDonalds is red and yellow, Facebook is blue and white.
Draw up different versions
Take your time with logo design. If it’s going to last you can’t rush the decision-making process. Ask your designer to draw up a few different ideas on a similar theme, pick out the elements you like, and then ask them to go away and edit them based on your preferences. You need to see a few examples to really make your mind up.
Once you’re happy, your designer can create a limited number of versions of the same logo for different contexts – your website, email headers, social media, printed leaflets, etc.
Simplify. Simplify. Simplify.
The best logos are free from clutter and complication. They might be a single symbol like Apple or Spotify, or just one letter against a single colour background like Skype or Facebook. If you’re unsure why a logo prototype doesn’t look right to you, try taking one element away. Take the design right back to its most basic elements and you’re onto a winner.
Check for balance and symmetry
Humans find symmetry comforting. An American scientist found we look for it because it represents order in a generally very confusing and busy world. Many of the most successful logos feature mirror images or use an ordered, grid-like, or very structured design.
You don’t have to stick to this – one of the most famous logos in the world is a tick which doesn’t have any comfortably symmetrical features. But if your logo looks wrong for some reason and you can’t put your finger on why, it could be because it doesn’t satisfy your brain’s innate love of all things symmetrical.