Making a logo is one of the major parts of establishing a brand and creating a new business. This icon will be the symbol for your company for years to come, residing on emails, business cards and all of your client or customer-facing communications. That's why it's important to take your time creating the logo to be sure it really represents your company. Here are some things to consider when making your logo:
Logos Are (Almost) Forever
Think about a big brand that is a household name. How often has that logo changed? The answer is very likely not often. Changing this iconic image can be difficult because it involves altering so much of your business, from the standard business cards to door hangers, email signatures and even the sign outside your building. Plus, people who are familiar with the old logo will have to adjust to spotting the new one and associating it with your company. Once you establish a logo, you will want to keep it for many years to come, so make sure you really like it and that it suits your business well before printing anything with it or sharing the idea with the world.
Consider Your Message
A logo isn't just a pretty picture; it has to mean something. You will need to be able to explain what is means to customers, clients and even investors. This image needs to convey something to your audience. You should have a target group of people in mind (like those looking for plumbing advice if you're a plumber, or people hoping to get healthy through your fitness classes) when you sit down to sketch out some ideas. Even if you have no artistic or graphic design background, your ideas will be helpful. Work with a designer to make sure the logo portrays your chosen message. Should it be friendly, serious or simply memorable? Keep these in mind.
Less Is More
Some of the most iconic logos out there are incredibly simple (like those for Apple and Nike, for instance). They have a limited color palette and are easy to spot because of their clean simplicity. When choosing different hues for your design, try to stick with just a few options. This way you can reflect the tones in your communications through customized letterhead and postcards. Opt for colors that work well together and can be interchanged to add interest to your brand style.
Now that you have the colors down, what about the words? Do you want to include a motto or just the company name? Should you opt for an acronym or shortened version of the business title? Will your customers recognize this and know it's from your company? You don't have to add words to your logo – it could be just a design or photo. Just be sure that you're not trying to fit too much information into a tiny box or circle by adding extra text or a complex image. This will make your logo difficult to identify and hard to fit onto your website and paper business products.