When entering a business of any kind, what is usually the first thing people take notice of? Is it the fancy products that are put on display or is it the large building taking center stage? In most cases, it’s the logo.
A logo is much more than a symbol with colors and a tagline, it is a clear representation of both you and your product or service. A logo should be recognizable and distinct, serving as the best reflection of your business. The best types of logos are simple and effective, properly using their brand identity to make proper use of words and symbols for their business.
When using your name or tagline, it’s important to take note of lettering and spacing. In using upper and/or lowercase case font, take note of their effectiveness. Uppercase gives a strong sense of authority, contrasted with lowercase which gives a casual feel. While the ideal space is generally subjective, one should strive for Clearspace which makes their logo clear and uncluttered. Using clearspace for primary or sub-brand logos requires 0.25 inches in length as well as 0.25 inches in height.
To reiterate, making a logo visually distinct is key for recognition, however, designing can also cause pitfalls. An over-designed logo can lead to it being less memorable, as well as difficult when scaling it down to a satiable size. In addition, a logo’s words must be clear and legible to its consumers so it can get its point across. In general, the source of a good logo’s success lies in making sure it can scale to any size, be it symbol or words.
Another thing to take note of for your logo’s design is the understanding of both its symmetry and psychology. Like clearspace there are no clear or set rules to this, these are suggestions that should help you stand out. Shapes such as circles help convey unity, protection, and community, while triangles showcase balance and showcase our attention. Colors that have a multitude of emotional connotations can make your brand give off a variety of feelings at first glance.
Lastly, a logo’s core goal is to make sure that it is memorable to its consumers. The best way to do this is by understanding competitors as well as those who are thriving in whatever market. While this doesn’t mean copying exactly what they do, it’s best to offer something that they do not, and implement it while staying true to your brand identity.
The best way to implement your logo starts with the product and producers, making sure you’re putting out a quality product can leave consumers with positive feelings that allow both logo and brand to stand out.