When you are starting a business and or have a business that you are considering a rebrand with, how important is your company logo in this process? Logos are an extremely critical part of any business. This is the design element that represents your company and the first thing people see and associate with your company.

From McDonald’s “Arches”, Kentucky Fried Chicken’s “Kernel” to Twitter’s “Bird”, all of these company logos are recognized by majority of people around the globe. This connects our mind to the company, by just seeing the logo, even without seeing the company name. Many companies spend hundreds of thousands of dollars on just their logo, for this very reason. While, this is not feasible for a vast majority of businesses, spending the time to have a quality designed logo should be a necessity.

You too want your logo to be recognized once your company is established. Keep in mind that this is the “face” of your company. This will be on your website, marketing material, sign and many other materials throughout your business. You need something eye-catching and that tells the design aesthetic of your brand.

Key items to think about when choosing a logo

Simplicity. Logos should be unique and give the viewer a clear vision of your company. In some instances, less is more. Since logos are placed on a variety of different items, remember to keep the logo simple and to the point. Items can get lost in translation if you try to clutter it up. Too many design elements can be distracting or a fancy font may be hard to read.

Font Styles. Choosing a font for your logo can be a difficult task. As stated above a fancy font may be too hard to read. It’s ok to try a variety of fonts to ensure they fit well with your design. Are you interested in a sans serif, sans, script or custom font? Avoid using fonts that are very popular in your industry as well. And if possible, only use one font when designing a logo. 

Memorable. Your logo should be easily remembered after just a quick look. Do you have an icon that you are trying to showcase, such as the hamburger in Burger King’s logo? Can a viewer distinguish what it is after quickly glancing at it?  Try not to be too complex and make your logo stick in peoples minds.

Use of Color. Use colors that are near each other on the color wheel. Don’t blind people by using too bold of colors. Learn how colors change moods. For example, blue and lavender are calming colors. Yellow may implement feelings of hope and optimism. Red conveys passion and boldness. Choosing a color scheme is important and can create emotions, so pick wisely.

Make it Unique. Start out by searching other logos in your industry and try to avoid similar style of logos. If you design your logo with these patterns, you may get lost in the mix. The goal of your logo is to be noticed, not fit in with the others.

Size. All logos should be designed where edits and size can easily be changed, without stretching the logo to fit a certain area. If you scale a logo to fit a poster for example, you do not want to loose quality and resolution. The logos should be created and saved as a high-resolution file in all essential file formats for easy edits. These include, .psd, .jpeg, .pdf, .ai., .eps.

Your logo is the item that is going to be used across the board for so many different marketing items. When your customer thinks of your company, the logo comes to mind, that is why it is important to create something that stands out. These tips above are a great start to designing your company logo in the future. And knowing the importance of why the design of your logo is important is the gateway to your branding. Good luck!