For any business, of any size, the logo is an absolutely critical component of its success and longevity. Think about brands like McDonald’s, Apple, Ferrari, Prada; people know what kind of brand they are dealing with the moment that they see the logo – even if there is no other information available at that point in time.
When you’re starting out, put significant thought into that logo. It will represent your brand in the market, and will quickly grow to become the most recognisable and valuable marketing tool you have. For that reason, too, it’s not a good idea to change your logo too frequently; people are naturally averse to change, and that change, in particular, may well turn them off your brand.
So what should you be thinking about as you design that logo, right at the start of your business?
1. Be simple, be clean
Think about all the logos of the greatest brands out there. Almost universally they will be simple and elegant in design, and importantly, make minimal use of text. There’s a good reason for that too – at some point your business will be ready to start working in overseas markets, and those markets might not share your language. Everyone understands that the “bit” Apple represents Apple, without needing to spell it out in a language that will mark you as a foreigner. Rarely, such as with Disney, you’re able to move past having English text in your logo, but it’s an additional challenge that is unnecessary if a visual represents your brand just as well.
2. This logo will be on all of your marketing campaigns
Many brands develop complex logos that look attractive on big billboards or television ads, only to discover that on the company’s Twitter profile that logo looks unattractive. Remember that the modern marketing strategy requires a multi-tiered approach and social media is every bit as important as any other marketing initiative that you might take.
There are a few of ways you can go about the management of your logo across multiple platforms. Some businesses find that it’s best to simply have a logo that scales equally well no matter what size it is printed in. Others find that having a condensed version of a logo, which uses the same aesthetics in order to maintain consistency, is the best way to go when condensing a logo for social media profiles and the like. Either method works, as long as the consumer at the end can instantly recognise every version of a logo as representative of the same brand.
3. Have you got your target audience in mind?
No business can be everything for every person. Early on in the development stage you’re going to need to understand who your target audience is, and one of the most effective ways to reach it starts with the logo. Are you after a young demographic? Then study young fashion and popular culture, and tailor the logo to that audience with an ‘edgy’ design. If you’re chasing a corporate community then go for something slick, minimalist, and chic.
4. How does the logo look on your core product?
This is a big one that many brands forget to take into account before going to market; test the logo in the kind of live situations where most people will see it. If you’re going to stick it on a poster for corporate events, for example, then check that it actually looks good at that size, and in the context of the other graphics you’re using. If you’re developing a product to sell on a shelf, then dummy up that product with the logo on it, and test it at various viewing distances as though it were on display to live consumers. Remember – once the product is live, it is very expensive and confusing to audiences to change a logo too frequently!
5. Who is designing your logo?
There are a number of different ways to get a logo made – you might give someone the task internally within the business, or you might outsource it either to a freelancer or ad agency. Having a logo done internally runs a great risk; it’s possible that the employee doesn’t have a deep enough background in logo design to make something truly reflective of your brand, and there’s every chance that a logo developed within the business doesn’t have the critical rigour that it should face before being finalised.
Freelancers can be hit and miss, and may or may not be experienced in developing the kinds of logos that apply to your demographics, so look into their background before signing anyone up. Creative agencies can be costly, but in working with a proper team you’re likely to get the expertise and resourcing to ensure that the end product, your logo, meets expectations.
Get your creative juices flowing
It’s now time to start designing your logo. Make sure to take some time out to really think about the design, it’ll be worth it in the end when you’re logo becomes recognisable all around the country, or the world! – all on its own. And for all your printing needs, check out MVP Print
