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Business really is like dating—you’re trying to attract the right customers and make them fall head over heels in love with your brand. So think of your logo as the picture on your dating profile. It’s what’s going to make people take an interest and try to learn more about you (or swipe left). So you want to look your best, right?
First impression is the last impression, and in a world with increasingly shrinking attention span i would say first impression is all you have got! So make it count. Logo is your first impression on to the world and the one that you carry everywhere with your business. Think about all the efforts put in to capture that right profile picture; the make-up, lighting, angle and probably some filters! Wouldn't you put the same if not more efforts for your bread & butter?
Well the biggest misconception surrounding logos are 'its just an image', it's not. It's purpose is to communicate your brand's personality to the world in a pictorial representation. Just like any hit bollywood movie requires masala, drama, emotions, action & a love story, your logo should have a font theme, a color scheme & a story behind for it to be a blockbuster!
Now that you are convinced that it's not 'just' a logo let's explore how you can design one that works for your business & not against it.
1. Understand your brand personality
Before you begin designing your logo, it's important to understand your brand's values, mission, and personality. Ask yourself what sets your brand apart from others and how you want to be perceived by your customers. Consider your target audience and what they might find appealing in a logo. But dont just stop there, a great logo is one which not only considers the target audience but gives equal weightage to the brand personality that the founder's imagined when they started the business.
2. Research your competition
Take a look at the logos of your competitors and see what they are doing. This will help you to avoid creating a logo that looks too similar to others in your industry. Look for unique ways to differentiate your logo and make it stand out. The entire purpose of this step is to figure out 'how not to design your logo', you have a unique personality so should your business.
3. Choose a design style
Are you talkative or a listener, are you a party freak or a one-on-one conversation kind of a guy? We all have personality traits & types. It's absolutely crucial to define what personality should your business wear ? There are several different design styles that convey different personalities. Choose from minimalist, abstract, illustrative, and typographic. Remember to match your style with your industry. An abstract design might be way to out-of-box for a serious Healthcare Company.
4. Choose your colors
We don't live in a Black & White world and thank god for that. Colors are our visual flavors, so go on and add some flavor to your brand personality. Just like designs, every color tells a different story and your brand colors depend on the story you want to convey to the world. Colors play a vital role in creating a memorable logo. To add on there is an interesting concept of 'psychology of colors', make sure to understand it before you start painting your canvas. Also don't forget to have fun!
5. Select your typography
The typography you choose for your logo can make a significant impact on its overall design. Choose a font that is legible and fits with your brand's personality. Do you want customers to get a feeling of reliability? Or do you want to convey a playful emotion with your audience? Instead of saying out loud what you want to convey, let your fonts speak for you.
6. Write a timeless tagline
Remember the first step of defining your vision & mission statements? Take that research and convert it into an attractive, to-the-point tagline which can sum-up your entire brand personality essence in one line. An impactful tagline goes a long way in building a brand identity & brand recall.
Last but not the least, we live in the digital era where your social media profiles can make or break your brand, so while brainstorming your logo design try to keep in mind how it would look on various platforms and what color schemes would be social friendly because once your brand guidelines are prepared, you have to use it consistently across the platforms. Consistency is the key.
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