It is not that big of a secret, that branding has, above anything else, become a matter of establishing an emotional connection. The customers who haven’t found a piece of themselves and their lifestyle in the brand they are checking will easily move to another company. With the things as they are, the task of a well-designed brand logo is to imprint itself in the observers’ minds and motivate them to take the next step and start exploring the brand in greater depth.
But, how can something as simple as a logo condense the brand mission statement in one simple picture? Let us try to find out.
The psychology of colors
This is the most basic consideration you will have to make. As you probably know, different colors are associated with different emotions. Choosing the right colors will help you to easily send the appropriate message to your future customers. So, let us quickly break down some of the most common color options:
- Red –The color that is frequently associated with energy, passion, and warmth. In some cases, it can also represent danger. Also, some studies indicate that warm colors have a positive influence on appetite.
- Blue – Blue is the color that invokes a sense of trust, consistency, and authority. It is often used to showcase the professionalism of a company.
- Orange – Most commonly used by the brands pushing the envelope of innovation, orange is the color that is all about passion and energy.
- Yellow – The color yellow implies positive nature and friendliness. If overused, however, it can also indicate cowardice.
- Green –This color is most frequently used to indicate the company’s ethical and eco-friendly credentials.
- Black – The color of power, sophistication, and authority.
Keep things simple
As a rule of thumb, great logos should be easily recreated by hand, of memory. Take for instance the Nike logo – you would be hard-pressed to find a person that isn’t able to draw this one. And yet, behind this simplicity, there is a powerful story of mythology and victory. Also, doing more with less has a distinct practical advantage. If you are going to put your logo on the branded promotional items like pens and USB sticks, it has to look just as good as if it was presented on a huge billboard. This quality is achieved through simplicity.
The logo should look structurally sound
In other words, you should pay great attention to symmetry and how the logo would behave in real life. The logos that are symmetrical and have a strong grounding (e.g. McDonald’s) invoke the sense of power and consistency. Of course, that doesn’t have to be a rule. Your logo can appear to be floating or standing on some of the edges, which can create the appearance of sophistication, innovation, and elegance. But, you still have to take care of symmetry. The logos that are too tilted to one side invoke the feeling of uncertainty.
Play on the card of curiosity
As we already briefly mentioned, a good brand logo should invoke the observer’s curiosity but not tell the entire story. Take for instance Microsoft. Sure, their operating system was using “windows” as the backbone of the user interface. But, the image of a floating multicolored window didn’t spell that out to the 90s audience. As time went and the logo was further streamlined it only became more powerful. The bottom line, if you reveal too many things about your company, the audience will lose the motivation to investigate more.
Make a strong impression
Finally, all of the things we have previously covered will amount to very little if you fail to make a strong first impression. That is, of course, easier said than done, but there are a couple of common methods you can use to come up with a sufficiently striking solution.
- Use the elements that don’t directly describe your MO – The obvious examples would be Apple, Playboy, and Starbucks.
- Use original font – The companies like Coca Cola, Disney, and Carlsberg have managed to create a great deal of their brand identity just by using memorable lettering.
- Use the design elements like letters and vice versa – Some of the best examples would be Toyota, Tostitos, and, of course, MacDonald’s.
- Impress with simplicity – Some of the examples you should follow would be Mercedes, Nike, Audi, and Beats.
We hope these few guidelines help you to realize what makes a good logo and how to create one. In business, much like in life, things are judged by appearance. Use the tips we gave you and leverage that power and help your startup find an easy way out of anonymity. You will never have a second chance to make a killer first impression.