Sure, you and your company can live without one, but having a logo will go a long way towards helping your customers identify and remember you. Think about some of your favourite companies; do they have a logo? I know that all of the ones that immediately come to my mind – Nike, McDonalds, KFC – do. So, what exactly goes into the logo branding process and how can you get yourself an image that not only captures what your company is but is also fun and fresh?
First of all, always keep in the front of your mind the idea of KISS: Keep It Simple Stupid. You want to create a strong image that is clear and free of any extra and unnecessary clutter. Think of McDonalds’ Golden Arches or the Nike Swoosh. You can’t get simpler than that. A simple image is not only easy to reproduce, but will also be easier for consumers to remember, and isn’t that exactly what branding is all about?
In addition to focusing on simplicity, you also want to create something that is different, something that will distinguish your company from your competitors. And, make sure that you don’t sacrifice boldness for simplicity. The right logo can be both at the same time.
When logo branding, remember to focus on images that are relevant to your business. If you sell running shoes, you don’t need to actually show a running shoe in your logo. Here, Nike’s Swoosh is again a great example. The image represents speed and success, which effectively communicates the message the company wants to associate with their shoes. And yet, there is not a single image of a running shoe in any of the company’s communications. Now that is a good logo.
A logo should work well with your company name, especially if there is any text embedded within it. The text font should be clear and not very stylistic. If people cannot even read your logo, then they are definitely not going to remember it. The same thing goes for the colours you choose to use. The more colours that are in your logo, the more not only expensive will it be to reproduce, but the more challenging it will be to the eye to make sense of.
The most recognizable logo in the world – McDonalds’ Golden Arches – is one colour. You don’t need to be complicated and complex to get people to remember you. Also, you should try to create a logo that will look good in both colour and black and white, should the case ever arise where it can’t be printed in colour.
Designing a strong logo is no easy task. For that reason there are a myriad of firms out there for hire that are engaged in the logo branding process. They can help you not only design a great image, but a great image that is suited for your company and its industry. But remember, no matter what anyone else comes up with, make sure your logo is something that you are happy with since it will be with you for a long time.