Eight Things to Keep in Mind When Choosing your Logo
The process of creating a logo is more than just choosing what looks pretty. There are many considerations to ensure your logo communicates the write message for your brand and business. Your logo is often the first thing people see when exposed to your business online, so it should be an accurate representation that you’re proud to display. Each element should be specifically designed to suit your business’ industry, products and services.
Here are eight elements to consider when choosing a logo for your small business:
Styling & Fonts
- Believe it or not, your font says a lot about you. It’s important to choose the right font to represent your business. In print and online, fonts can be distracting. The font you choose should be clear and legible but also brand appropriate.
- Font style is another important consideration within your logo. Should you choose a font with hard lines or rounded curves? Though it sounds like an insignificant detail, the style of your logo’s font sends the audience a message about your business and brand.
- Thin or Bold font: typically bold fonts are more effective for logos, particularly those that are text dominant. Keep in mind using bold fonts can prevent the distortion of your logo in smaller sizes.
Shapes & Colours
- The use of simple shapes within your logo is an effective way of communicating without the use of text. However, it’s important to keep lines and shapes simple. Specifically, avoid detailed or complex images and symbols.
- Colour psychology: we recognise signals from certain colours. That’s why you’ll notice that certain colours are commonly used for logos within the same industry. Of course, there are many brands that think outside the square and choose to stand out. So, before you add your favourite colour to your new logo ask yourself: what is this colour signifying to my audience?
- Before you commit to a colour palette, do your research. Start with a google search on ‘colour psychology in logos’. You could also try posting different coloured logos on social media and asking people which they prefer and why. The ‘why’ is very important. Remember: it’s not just about what looks nice. This is a great exercise to try with both strangers and family.
Layout & Format
- The shape and format of your logo are the final considerations. Square or rounded logos are the easiest to use and display in multiple places online. If possible, I recommend a square layout, as it’s balanced and least likely to become distorted when displaying and uploading online.
- Consider having a logo in multiple layouts. This will ensure the quality and affective appearance of your logo. Typically, on your website, you have the freedom to show your logo in any shape or size you choose. However, on a Google My Business listing, logos must be round. To save time and further design costs, make sure your logo can be displayed clearly in all common applications.
Thanks for reading and all the best with choosing your logo! Any questions? Please comment below.
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