Choosing a logo for your brand can be intimidating; you want to convey a lot of information about your company, but you get very little space! In addition, your logo is often the first thing people see when learning about your company, so you want to make a good impression! Think about these things before heading to a graphic designer to have your logo created:
Who is my target audience?
Think about the age, habits, and gender of your demographic. If your product or service is primarily geared towards men, your logo probably shouldn’t be pink. If you’re targeting a conservative, older crowd, stay away from trendy fonts and loud visual elements. Your target audience should be able to visually connect with your overall aesthetic.
How are my main competitors branding themselves?
While it’s a great idea to scope out your competition and see what’s working for them, it’s not a good idea to imitate their logo too closely. The entire purpose of developing a logo is to create a unique visual key that makes your brand instantly recognizable. Take note of what makes a competitor’s logo visually impactful, and then think of how you can employ those principles and improve upon them in your own unique design. Look for elements such as custom font, dynamic color schemes, or symbolism that accurately represents the values of your competition’s brand and analyze why you think they are effective.
What does my brand stand for?
Since we’re on the subject of values, let’s talk about why values should play into your logo design. A good logo is visually appealing, but a great logo is visually appealing and tells a story. Think about your company history, philosophy, mission, and the type of product or service you offer; any of these things can translate into iconography that speaks for your brand. Is your brand fun and silly? Get colorful and creative, and incorporate some imagery into your logo. Do you provide financial services, and pride yourself on trustworthiness? A recognizable, traditional font is probably all you need for your brand to appear authoritative.
How do I want my audience to feel?
There is a definitive science to color, and the colors you choose for your brand can make a huge impact on the subconscious emotional reaction people have to your logo. Red is typically associated with excitement, yellow with optimism, blue with trust, purple with wisdom, green with health and nature, etc. Are you a cutting-edge tech company that’s a forerunner in your industry? Red may be a good choice for you. Are you a non-profit dedicated to education? Purple will send the message that you are knowledgeable. Think about how you want your customers to feel about your brand, and stick to the colors that will subliminally evoke those emotions.
Asking yourself these questions will help you think about how you can create a logo that will leave a positive, accurate impression of your brand!
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