A company logo is a critical component of your brand. It’s usually one of the first things business owners start getting excited (or anxious) about.
There are two approaches to designing a company logo, either you have a concept already and need a graphic designer to bring it to life. Or, you have no idea and would entrust a graphic designer with creating these concepts for you.
In this blog I’ll discuss what you should consider when conceptualising your own logo.
This aspect is the most important. You need to choose colours that will represent your business from now through the future. I don’t agree with companies that choose very on-trend colours, as you can’t guarantee they will stay in style.
While your personal taste may play a role in choosing your logo colours, there are other things to consider. Colours resonate with people in different ways, and there are actually articles outlining what colours you should use to target different audiences.
For example, KISSmetrics wrote an article about colour psychology. They state that women tend to not like grey, orange, and brown – but they like blue, purple and green. It’s worth doing some research into colour psychology to ensure your colours can attract your target audience.
These colours are so important because you’ll most likely repeat them throughout your marketing for brand consistency.
Choosing the font of your company logo is not as important as choosing the colours, but still requires some thought and research. There are WAY too many options. It’s best to stick with a Google font, that way it will be recognized on the majority of viewers’ devices. The worst thing is when your font shows up as unreadable symbols!
You can search Google Fonts here.
You can also look into resources for the best font combinations. Check out FontPair.co for some inspiration.
Symbolism & Meaning:
People will ask you all the time – what does your logo mean? If you chose a symbol that has a certain personal meaning for you, make sure you’re comfortable talking about it, or have another story for why you chose that.
My logo symbol is a peacock in honour of my grandmother whose name was June Rose Peacock.
When conceptualizing your company logo, keep in mind that you may need a few variations of the main design. For example, your website will need a Favicon – this is the square symbol that accompanies your website in the search bar. Therefore, if your main logo is an oval or rectangle, you will need a circle or square variation.
You may also need different variations if you have different products lines, or if you will be creating a letterhead, business cards, or other print media. You can alter the shape, orientation or colours slightly, while still maintaining branding consistency.
There’s a lot to keep in mind when conceptualizing a company logo, but don’t forget to let your creativity flow and see what happens!
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Until next time,