12 tested tips on how to design a great corporate logo
Every day we are exposed to hundreds of corporate logos that affect our decision making process consciously or subconsciously.
Think about it: Have you ever bought a box of chocolates because it looked fancier than the other brands and you decided it would be a better gift? Well, that of course could apply to all different products and services out there.
The point to take is that the logo design does matter and affects out decision making process. It is a reminder of the company, its products and services and improves the recognition among current and potential consumers.
But how to design the perfect logo for your business? That question does not have a concrete answer as in general the corporate logos design will depend on the requirements of the individual company and the target audience. However, there are a couple of tips that could be followed and with their help, you will get one step closer to creating the perfect logo design for your business and finally get an answer to the question “How do I design my logo?” First thing we recommend is to design a logo online. At Repeat Logo we specialise in delivering corporate logos to a range of businesses and we know that if you design your logo online the process will be much faster, more efficient and cheaper. The tips we provide here are suitable for both designers and business who want to increase their logo design knowledge.
1. Getting inspiration
Getting inspiration is one of the first and most crucial steps required to design a logo online and of course might prove more difficult than expected. Inspiration could be found anywhere. One possibility is visiting websites like Dribbble, Logo Gala and Logo Moose, as these could give you some fresh ideas. They are also useful in finding out about the latest trends in logo design and online logo design.
When researching logo designs we recommend focusing on the particular industry in mind. This is very useful in identifying what design the companies in this industry are using and how it is perceived by the target audience. In this sense, this becomes a source of both good corporate logos and design examples and a source of examples of what needs to be avoided.
2. Key logo design principles
There are a few logo design characteristics which have established throughout time. The first one is that a logo needs to be simple in order to allow for easy recognition. A simple corporate logo design seems to be the most effective in terms of memorability as well. Think about Apple or Coca Cola – you should be able to immediately recall these, because of their popularity and simplicity.
A corporate logo design needs to be distinctive and unique, in order to stand out from all other designs that exist. As a logo is a part of the intellectual property of a company it needs to be tailored to the particular services and products, and should be different from all other corporate logos that exist in the market. A successful logo design also needs to be appropriate. It needs to clearly reflect the brand and the business and there should be a match between the company’s values and its products and services.
3. The logo design process
For every designer the logo design process might differ. This is absolutely normal as some people find inspiration in different places and work at a different pace. However, there are a couple of general steps that a designer could follow. Start with a brief that outlines the requirements of the client. This is an important consideration and different methods of data collection could be employed including a questionnaire or an interview. This is followed by a research of the industry, the history of the company and its competitors. Next step is referencing, or in other words conducting a research into successful logo designs and styles related to the industry under consideration. After that the logo design is sketched and conceptualised following the brief and research. Get feedback from the company and reflect on your work. This kind of communication process is essential in getting quality feedback and ensuring that the logo design is tailored to the needs of the business. 4
The final stage is presenting a selection of customised corporate logos to the company, getting final feedback and if needed repeating the whole process. At Repeat Logo we can design a logo online within as little as 24 hours. This is a result of our professionalism and extremely dedicated team of logo designers.
4. Research the target audience
The main aim of a corporate logo design is to communicate a brand message. This message should be clear, consistent, credible and competitive in order to be effective. These requirements apply to any type of communication channels used by the company, however, the logo could be arguably considered the most influential one as it is present in all marketing communications employed.
In this sense, the logo is not just about the design. It is also a reflection of the core values and messages of the business. These should match the expectation of the target audience and bring value to them. That is why researching the target audience before you design a logo online becomes essential.
5. Do not imitate
It is very often that, while looking for an inspiration, a designer might find logo design he/she would be likely to imitate – consciously or subconsciously. Imitating the style of another designer is not a solution to the lack of inspiration. It could lead to many problems related to lack of originality and lack of satisfaction for the final design.
6. Do not follow the client blindly
This advice goes down to knowing what is best for the client and insisting on it. Sometimes a client might try to dictate the creative process and this should be avoided. Constructive criticism, discussion of ideas, tailoring the logo to the business are all key steps in the creation of a corporate logo, however, both the designer and the client need to know what their responsibilities in the logo design process are.
7. Use mind mapping
Using mind mapping to organise the work on a business logo could be very beneficial, especially in the inspiration and creative processes involved. These could help keep the design process structured and coherent so that ideas are not lost or forgotten.
8. Sketch the logo design first
When you get a solid understanding of the company, industry and have put your ideas in line, you can start sketching the logo. Try doing this on paper first as this allows you to experiment with it more freely. After this the logo design can be taken to the computer and finished with a design programme.
9. Choose the right typeface
Typography is one of the central considerations when creating a logo. There are principally two ways to do it: either create custom typeface, or adapt an existing one. It needs to be kept simple and easy to read. If the words in the business logo are unusual it is best to go with a simple typeface, however, if you are depicting common words, a more creative typeface might work better. The typeface used also needs to match the brand, as different designs transmit different feelings.
In some cases using a type-only logo design could be best. This provides a simple corporate logo design, which is straight forwards and easy to understand. Another consideration is the use of more than 2 fonts. This is generally not recommended. Through the use of 1 or 2 typefaces the business logo stays more clear and simple. The final consideration of any designer is whether the business logo would work on different backgrounds. A solution is to design a logo that works on various backgrounds or to create different versions like a monochrome version of the corporate logo.
10. Keep the logo simple
Keeping the logo simple is achieved by asking questions like “Does the logo need…?”, “Do we need to add…?” and so on. If there is an element you feel uncertain about, it is better to remove it as it is probably not adding any value. Also remember that the simpler, the easier to understand.
11. Matching the logo with the tagline
Many corporate logos feature a tagline or a slogan and for these to be successful a level of harmony needs to be achieved. As these elements need to work well individually as well as together, that becomes quite a challenge. Designing the business logo and tagline so that they work together is called a “lock up”. What needs to be remembered is that these separate elements need to make sense on their own, so you cannot rely that a tagline will explain the logo completely.
12. Provide responsive design
Responsive web design applies to both logos and different web graphics. As a result of the development of digital marketing the corporate logos are predominantly used on apps and websites, which creates the need for responsive design.
A good advice with regards to this is to create different size versions that will match the different applications of the logo and the different mediums used. Using a vector version of the business logo might be the best solution to these needs as the logo could be scaled up, colour separated and cut out.
These are just a few of the important factors and approaches designers take into consideration when designing great corporate logos. At Repeat Logo we are well-aware of these and other aspects of the process of online logo design. Our professional logo designers are well-equipped to meet the expectations of the most demanding clients. We also offer very flexible logo packages which are ideal if you need a timely, well-designed and quality logo that does not cost you a fortune. Contact us today and we will design a logo online that perfectly matches your business needs.