Tips for creating a unique and professional logo
by Natalie M. Wolverson
Many new businesses overlook the value of a good logo and don't understand why having a professional looking logo is almost essential in order for the business to grow. There are many advantages to having a professional looking logo, however many smaller business stray away from this idea as cost may be a factor - this should not put you off as the benefits it will bring are enormous and well worth the initial money.
Logos should never be over complicated or too complex. Some people believe that more detail means a better logo - however this couldn't be further from the truth. A complicated logo will be harder to recognise from a distance, and is very difficult to change the size of the image for print or web use without losing the detail and making it hard to read or see.
Using complex logos should also be avoided because of the issues with colour; most great logos are easy to remember and recognise because they are simple and only use a few colours. A simple logo should contain around four colours maximum, however you must also be able to see the logo clearly in black and white, as well as on different coloured backgrounds.
Many people overlook the ability for the logo to be clear and visible in black and white, but this is key in order for the logo being successful. A lot of the time your clients may print or photocopy a leaflet or letter from your company, and to save ink, they instinctively print it in black and white. Now if this isn't clear and readable it doesn't look at all professional and can say a lot about your business. If your potential client can't read what your company's name is or what you do then you are going to lose business!
When creating a logo it should be memorable and recognisable, so that it sticks in clients minds and when they think of your company's name they should be able to visualise your logo. Look at some of the best logos that are around today:
1. McDonalds - a yellow 'M' - it doesn't get much simpler, right? It is simple for a reason; simple is easy to remember where as over complicated designs will be forgotten or confused with another business.
2. Nike - a tick; also very simple, but again so easy to remember and to reproduce. Your logo should be easy to reproduce so that you can print it on any material easily without much resizing or editing.
3. Ebay - not the most original logo ever, but again it is easy to remember - do you see the pattern yet? The most successful logos are the ones that stick in a customer's mind - what logos stay in your mind? To create a great logo you must design it from a customer's prospective; what would stay in your mind? What would make you want to use your services?
You must also take into account the colours that you use as some colours may turn out poor results on printed materials but look great online, or vice versa. Your logo must be easy to amend this problems - a complicated logo would take a lot of time to alter the colours slightly for printing and for the web because there is more to change and more colours that need to be altered until they are correct in both formats. Using a colour scheme is a great idea because it adds to your branding and looks much more professional.
Your logo must remain looking professional and therefore you should avoid any 'gimmicky' ideas that are poorly designed. Logos must serve a purpose - that purpose is to promote your business, so you must think about the image you want to set into a potential customers mind. Do you want to have a cute looking rabbit that doesn't explain what you do, or do you want a design that represents the business without even writing a word?
Before you get any ideas for your logo make sure that you put in some time for research. Look at what has already been done, if it was successful and why you think it is now a recognised logo. To create a great logo you must understand why the logos of top brands such as Nike are successful. This is also a good way to ensure that you are not copying anyone else's design as logos are generally copyrighted and trademarked. Don't create a logo or brand name that is too similar to anyone else's, because that will make it harder to establish your own brand and unique identity. Your logo must stick in your potential customer's mind - so give them something that they won't forget or associate with anyone else.
Hiring a professional is always recommended unless you are a graphic designer or something along those lines - even then you should get professional advice as you are always going to be biased towards your own designs! This may seem like money that could be spent elsewhere, however in the long run this could be what makes or breaks your business and is really worth putting investment into. Getting people to recognise your brand isn't an easy task, so getting a great logo is a must if you want to be taken seriously. Competition in business is high and if you don't offer a high standard or professionalism in your own business, customers will see this and believe that you won't offer a professional product or service to them!
