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The Three-Part Harmony in Your Logo
| Guest post by: Erin Ferree |
Article Overview: Just as a harmonized song is made up of a set of three notes, every small business's logo should be made up of three pieces of art: the icon, the font, and the color palette. These three pieces all work together, singing the same basic song, to tell your business's story. In your logo, each of them gives you an opportunity to build in meaning and symbolism.
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The Three-Part Harmony in Your Logo
"Ba ba ba bum...
Mister Sandman (Oooh...)
Bring me a dream.
Bring me the cutest girl that I've ever seen..."
This is the beginning of a classic, harmonized song. Sure, one person can sing this song, and it will sound just fine. But, if a group of three people sings it together, with one singing the low notes, another singing the mid-range, and the third singing the high part, as a chord, then the song takes on more richness and depth. It immediately becomes a more sophisticated sound through the element of harmony.
What does singing together have to do with your logo?
Just as a harmonized song is made up of a set of three notes, every small business's logo should be made up of three pieces of art: the icon, the font, and the color palette.
These three pieces all work together, singing the same basic song, to tell your business's story. In your logo, each of them gives you an opportunity to build in meaning and symbolism.
And together they allow your logo to sing a richer song than if it had just one or two of the elements—for example, a text-only logo, without an icon, or a symbol-only logo without the text component.
If the different elements in your logo sing together, you'll have a logo that really drives your point home to your audience instead of being off-key and clashing.
A bit more about the notes these elements can sing for you
The first "note" is the icon—the picture in the logo. The elements of your logo's icon will all be symbols that have visual meaning. There are both abstract symbols, like basic shapes and swooshes, and representational symbols, which look like something. For example, an abstract symbol of a circle can be used to symbolize trust or completeness or to highlight another foreground element. A representational symbol of a leaf can be used to represent nature, growth, health, or eco-friendliness. The icon you choose should not only be meaningful but also memorable and unique.
The second note is the font, or fonts, that your business name appears in. Each font has a different personality. There are businesslike fonts, fonts that look educational, fonts that are funny, and others that are clean and modern. Your font also has the added job of being legible, both at large sizes and when your logo is very small. You don't want viewers to struggle to make sense of your business name, so use a highly legible font that makes your name readable at a glance.
The third note is the color palette. Colors all have different psychological meanings. And each color can have several meanings, depending on context. For example, red is a "hot" color that can also show urgency, signal "stop," and express love and passion. So, depending on the types of messages communicated by the other elements in your logo, your color palette may be interpreted in different ways.
You just need to make sure that these three pieces of art in your logo sing together in harmony instead of being off-key.
How to make sure your logo will sing on key and not fall flat
- Make sure that the three pieces of art are all singing the same basic song.Figure out the basic message your brand needs to sing—and then create an icon, choose a font, and apply a color palette that all reinforce that message.
- Consider giving the three elements different notes to sing.Even if the three elements in your logo are singing the same song, they can sing different notes, like a chord. In other words, they can all communicate your message in a slightly different way.
- One element may stand out and take a solo with the other elements singing backup.One element may even be singing a different part of your message—another melody—which can make your logo more subtle and complex. Whether the elements in your logo have a solo or sing backup, your message will be determined by the complexity of your brand's story.
- None of these elements is meant to carry the entire song by itself.All the elements in your logo are meant to appear together. The logo icon won't appear by itself without the font or color, and the color palette won't stand on its own. So, keep in mind that they're all telling parts of your business's story, but none of them has to tell the entire story alone.
Design your logo with the notes these three elements are singing in mind and what those notes mean. If you make them work together and sing in harmony, your logo will have more depth and sophistication than if they sing off-key.
Related Articles
The Importance of a Logo Design for a Company
9 Keys to an Effective Logo
Trademark a Name and Logo: Together or Separate?
Get a Custom Logo Design and watch your Business Grow
Why you should Select a Good Logo Designer
Logo-ology
Keeping Printability in Mind with Your Logo
Leggo My Logo
Leadership fails without management
3 Benefits a Logo Gives to your Brand
Ways to Design Business Cards
Logo Branding
Logo Use in an Ad Campaign
Copyright a Logo
What Change Do You Want To See?
Make Your Logo Work For You! Five Key Ingredients to an Effective Business Logo
Designing LOGOS Creatively
Logo Wow!
Creating a brand identity
A Logo Isn\'t A Tattoo! Why Your Personal Tastes Have Nothing To Do With Your Logo
Article Tags:
brand,
branding,
color,
design,
font,
graphic design,
logo
About the Author: Erin Ferree
RSS for Erin's articles - Visit Erin's website
Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up.
She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery.
She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil.
In the rare moments when she's not obsessing about branding or design, she can be found hugging her corgi-dog Stanley, going for long walks, cooking improvisationally, or throwing parties so her friends can enjoy them.
Click here to visit Erin's website
More from Erin Ferree
How To Brand Your Livestream
Related Forum Posts
Re: Inspiration for Logos
- [quote:n4xowjxl]When you want a client to think of your Logo may this not be an example of what he thinks. Let its all be positive and with hope of something better coming.[/quote:n4xowjxl]
Huh?
Can you you say this a different way? I'm confused and curious... cause I like messing around with logos...
Inspiration for Logos
- When a Buddhist looks at a Tibetan flag one of the first thing that pops in their mind is admiration respect. After assimilating that they keep thinking and repression might come next. Living as part of a communist nation may bring lots of feelings. Chastity, prayer, humility all these virtues are all mixed.
When you want a client to think of your Logo may this not be an example of what he thinks. Let its all be positive and with hope of something better coming.
Re: Inspiration for Logos
- [quote="RussellWebb":3c1ri7h5][quote:3c1ri7h5]When you want a client to think of your Logo. May this not be an example of what he thinks. Let its all be positive and with hope of something better coming.[/quote:3c1ri7h5]
Huh?
Can you you say this a different way? I'm confused and curious... cause I like messing around with logos...[/quote:3c1ri7h5]
I am simply stating: let your product stand out as a star. Don't let it become as complex, Infernal and a blur image as the state of this extraordinary country. In simple terms, let you not be bound or chained to anything that might affect your project. It’s a very round concept it’s more like a metaphor.
How do you value a firm
- Hello,
I've been trying to raise $50,000 for my online business but every time I approach an investor, they ask me how much is my business currently worth. One person was willing to give me $20,000 but for 33% equity. He says "I value your website for $40,000", I have no idea how he came across that number.
My website was developed by a business partner for free but he says he would have charged no less than $15,000 if it was some other client. We are currently generating about 7000 unique visitors after being online for 10 months and we're grossing about $1200 every month. There has to be some value for our developed portfolio and a community of about 500 members and over $5000 we have already spent on link-building for SEO.
The name of our business is "Logo Arena" you can search it on google. Please give me some estimate of what it could be truly worth so I can start negotiating equity.
Thank You all for your time
Can a biz website help?
- Tara,
A website is just another vechicle to deliver your message and keep in touch with your customers. How? well for one your email address will have your web address in it - people judge your professionalism at that level too.
Some uses my clients have found beneficial when they thought it wouldn't:
1. Disseminating repetitive information to clients e.g. portfolios, FAQs.
2. Send out newsletters that link back to your webpage (costs practically nothing via email)
3. Writing articles for your industry. These articles will do two things: 1) establish your expert status. 2) Search Engine Optimize your site.
4. Run cheaper ads in print publications by directing them to your Sales message on to a page on your site.
5. Write a special report on "Logo branding" for business owners to download. You capture their email info as you have to email it to them or their mailing address and send them the report. After they have read it they will still be inclined to use your service even if you divulge every step it takes to create a logo brand. The psychology is that they fear they may still mess up and you won't. I did this with my old Web design business as a test (gave them step by step what they needed to do to setup a website) and I still got their business. I installed Trust in them that I could do it best.
Those are the major ones.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
The second note is the font, or fonts, that your business name appears in. Each font has a different personality. There are businesslike fonts, fonts that look educational, fonts that are funny, and others that are clean and modern. Your font also has the added job of being legible, both at large sizes and when your logo is very small. You don't want viewers to struggle to make sense of your business name, so use a highly legible font that makes your name readable at a glance.
The third note is the color palette. Colors all have different psychological meanings. And each color can have several meanings, depending on context. For example, red is a "hot" color that can also show urgency, signal "stop," and express love and passion. So, depending on the types of messages communicated by the other elements in your logo, your color palette may be interpreted in different ways.
You just need to make sure that these three pieces of art in your logo sing together in harmony instead of being off-key.
How to make sure your logo will sing on key and not fall flat
- Make sure that the three pieces of art are all singing the same basic song.Figure out the basic message your brand needs to sing—and then create an icon, choose a font, and apply a color palette that all reinforce that message.
- Consider giving the three elements different notes to sing.Even if the three elements in your logo are singing the same song, they can sing different notes, like a chord. In other words, they can all communicate your message in a slightly different way.
- One element may stand out and take a solo with the other elements singing backup.One element may even be singing a different part of your message—another melody—which can make your logo more subtle and complex. Whether the elements in your logo have a solo or sing backup, your message will be determined by the complexity of your brand's story.
- None of these elements is meant to carry the entire song by itself.All the elements in your logo are meant to appear together. The logo icon won't appear by itself without the font or color, and the color palette won't stand on its own. So, keep in mind that they're all telling parts of your business's story, but none of them has to tell the entire story alone.
Design your logo with the notes these three elements are singing in mind and what those notes mean. If you make them work together and sing in harmony, your logo will have more depth and sophistication than if they sing off-key.
Related Articles
The Importance of a Logo Design for a Company
9 Keys to an Effective Logo
Trademark a Name and Logo: Together or Separate?
Get a Custom Logo Design and watch your Business Grow
Why you should Select a Good Logo Designer
Logo-ology
Keeping Printability in Mind with Your Logo
Leggo My Logo
Leadership fails without management
3 Benefits a Logo Gives to your Brand
Ways to Design Business Cards
Logo Branding
Logo Use in an Ad Campaign
Copyright a Logo
What Change Do You Want To See?
Make Your Logo Work For You! Five Key Ingredients to an Effective Business Logo
Designing LOGOS Creatively
Logo Wow!
Creating a brand identity
A Logo Isn\'t A Tattoo! Why Your Personal Tastes Have Nothing To Do With Your Logo
Article Tags:
brand,
branding,
color,
design,
font,
graphic design,
logo
About the Author: Erin Ferree
RSS for Erin's articles - Visit Erin's website
Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up.
She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery.
She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil.
In the rare moments when she's not obsessing about branding or design, she can be found hugging her corgi-dog Stanley, going for long walks, cooking improvisationally, or throwing parties so her friends can enjoy them.
Click here to visit Erin's website
More from Erin Ferree
How To Brand Your Livestream
Related Forum Posts
Re: Inspiration for Logos
- [quote:n4xowjxl]When you want a client to think of your Logo may this not be an example of what he thinks. Let its all be positive and with hope of something better coming.[/quote:n4xowjxl]
Huh?
Can you you say this a different way? I'm confused and curious... cause I like messing around with logos...
Inspiration for Logos
- When a Buddhist looks at a Tibetan flag one of the first thing that pops in their mind is admiration respect. After assimilating that they keep thinking and repression might come next. Living as part of a communist nation may bring lots of feelings. Chastity, prayer, humility all these virtues are all mixed.
When you want a client to think of your Logo may this not be an example of what he thinks. Let its all be positive and with hope of something better coming.
Re: Inspiration for Logos
- [quote="RussellWebb":3c1ri7h5][quote:3c1ri7h5]When you want a client to think of your Logo. May this not be an example of what he thinks. Let its all be positive and with hope of something better coming.[/quote:3c1ri7h5]
Huh?
Can you you say this a different way? I'm confused and curious... cause I like messing around with logos...[/quote:3c1ri7h5]
I am simply stating: let your product stand out as a star. Don't let it become as complex, Infernal and a blur image as the state of this extraordinary country. In simple terms, let you not be bound or chained to anything that might affect your project. It’s a very round concept it’s more like a metaphor.
How do you value a firm
- Hello,
I've been trying to raise $50,000 for my online business but every time I approach an investor, they ask me how much is my business currently worth. One person was willing to give me $20,000 but for 33% equity. He says "I value your website for $40,000", I have no idea how he came across that number.
My website was developed by a business partner for free but he says he would have charged no less than $15,000 if it was some other client. We are currently generating about 7000 unique visitors after being online for 10 months and we're grossing about $1200 every month. There has to be some value for our developed portfolio and a community of about 500 members and over $5000 we have already spent on link-building for SEO.
The name of our business is "Logo Arena" you can search it on google. Please give me some estimate of what it could be truly worth so I can start negotiating equity.
Thank You all for your time
Can a biz website help?
- Tara,
A website is just another vechicle to deliver your message and keep in touch with your customers. How? well for one your email address will have your web address in it - people judge your professionalism at that level too.
Some uses my clients have found beneficial when they thought it wouldn't:
1. Disseminating repetitive information to clients e.g. portfolios, FAQs.
2. Send out newsletters that link back to your webpage (costs practically nothing via email)
3. Writing articles for your industry. These articles will do two things: 1) establish your expert status. 2) Search Engine Optimize your site.
4. Run cheaper ads in print publications by directing them to your Sales message on to a page on your site.
5. Write a special report on "Logo branding" for business owners to download. You capture their email info as you have to email it to them or their mailing address and send them the report. After they have read it they will still be inclined to use your service even if you divulge every step it takes to create a logo brand. The psychology is that they fear they may still mess up and you won't. I did this with my old Web design business as a test (gave them step by step what they needed to do to setup a website) and I still got their business. I installed Trust in them that I could do it best.
Those are the major ones.
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva.
Over $50,000 raised and counting - Please keep sharing! Learn more.
|
About the Author: Erin Ferree RSS for Erin's articles - Visit Erin's website Click here to visit Erin's website How To Brand Your Livestream |
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look like the website and profile younger
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