Tips on Creating a Logo That Fits Your Brand

When building a brand, you want a logo that’s not only unique but one that uniquely fits with your brand identity. Logos serve as a visual representation of your company as well as a recognizable icon of your business for existing clients.
If you’re a business just starting up, you may want a logo that helps you stand out from your competitors. If you are an established business going through rebranding, then you may want a logo that accentuates your brand or maybe emphasizes a new strategy.
Either way, here are seven insights into what you need to know in creating the perfect company logo.
1. Decide what defines your brand.
Begin your logo design by deciding what your brand represents and what you want your audience to learn about your company. Your logo should take on the personality of your business and reflect its core values. When customers see your logo, they should get a feeling of what you stand for, and in the process, call out to them to learn more about who you are and what you offer.
2. Portray your company values.
A logo is an excellent way to visualize the core values of your business. Put yourself in your customer’s shoes and think about what grabs them. What will make them take notice? Does your logo adequately tell the story of your company through its design, or portray your values? Toss around ideas with your team on how you can incorporate some or all of your values in a logo. Provide clarity about what makes you stand out as a brand.
3. Make your logo your brand.
Before you begin designing a logo, think about how you can build a brand around a logo. Take Microsoft’s logo for instance. It’s only four colored square tiles, but almost everyone recognizes the logo as being related to the “Windows” brand. Your logo doesn’t have to be overly complicated to describe your brand; it just needs to resonate with the audience. Play around with several designs where you focus on your brand as the central design element.
4. Ask for professional help.
There is real science behind designing a brand that is relatable to the public. About 90% of people’s assessment of a product or brand is based on their personal preference of color and color schemes. Try to choose colors that evoke the right type of emotion from your audience. While it’s always great to come up with some “cocktail napkin” drawings of your logo, a professional logo designer can help with putting on the polish. The value they add in creating the right size file with the correct color palette is worth the price, especially if you plan on placing your logo on multiple platforms, including print, web, social media, product packaging, and signage.
5. Trial by error.
Work with team members to come up with several designs. Not everyone’s perception is the same, and some team members may have ideas you hadn’t considered. Many times, logo designers work up several models and after consulting with business owners, combine aspects from two or more mockups into the final design.
6. Tell your story.
If your customers compared your new logo to your closest competitor, would they know the difference? How are you telling the story of your business through your logo? Work on creating a logo around your brand that’s recognizable across all marketing channels. This strategy will help get your story out while staying consistent with your marketing elements.
7. Review competitor logos.
Some businesses merely contract a logo designer and go with the first design they find attractive. This is a bad idea. A poorly designed logo can send the wrong message, one you may not have picked up on at first glance. Take your time to review and evaluate your competitor’s logos to see how you can stand out. Bring in your team members, maybe from various departments, and get their input and feedback. Research and determine what color schemes suit your brand and draw emotion. Take your time, do your research, gather feedback, and make sure it’s a logo where everyone on your team agrees it will represent your brand well for a long time to come.

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