An effective brand is the mental shell of a product. In fact, this is a set of thoughts and feelings that arise in the buyer during any contact with the product. A logo is a visual reflection of a brand. It helps the consumer remember and later identify the company or product. Designing a good logo that solves business problems is a multifaceted and complex process. And its result largely determines the fate of the company.
In today’s article, we will analyze the process of creating a logo on your own step by step. From scratch to implementation. Go!
A bit of theory. Main tasks and types of logos
People who are far from branding often put an equal sign between the logo and corporate identity. This is not entirely true, since the latter concept is much broader. It includes not only the logo, but also corporate fonts, colors, slogan, corporate character and many other elements. At the same time, it is the logo that is considered to be the main component of the corporate identity.
So, a logo is a letter, graphic or combined emblem. A good logo solves several problems at the same time.
- Helps to identify the brand. Including when choosing products from a new line on a supermarket shelf.
- Promotes better brand recall and recognition. This simplifies the promotion of goods or services.
- Communicates information about the key characteristics of a brand or product to the target audience. As a result, it makes the choice easier.
- Increases the attractiveness of the product. By seeing a familiar logo, a consumer is more likely to buy your product.
Of course, not every logo has these qualities. To solve all of the above tasks, branding
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How to create a logo that meets the listed requirements? First of all, for this it is necessary to carry out preparatory work.
Preparation for logo development
1. Brand identity
When creating a logo, it is very important to remember that it is not just a beautiful picture or a stylish inscription. This is a visualized embodiment of the brand. Only the logo that reflects the nature of the business can be effective. That is why the development begins with the definition of brand identity.
How to do it? Answer a few questions:
- What are you doing?
- Why are you doing this?
- Who are you working for?
- What is the mission of the company?
- Where do you see the brand in a year? And in five years?
- What problems does your product or service solve?
- What do you want to give the consumer?
Based on the answers, describe your own brand in a few sentences. A short story will help form the basis on which the logo idea will be based in the future.
Note! This stage is mandatory for everyone who does not plan to rebrand in a couple of months after the start. If you want your logo to stay relevant for at least a few years, build it on a solid foundation, not on sand.
2. Preferred look and style of the logo
All logos are usually divided into three groups: font, graphic, combined. The first category includes text-based branding. It can be a single letter, an abbreviation, a company name, or even a phrase. But using phrases, do not get carried away! Remember that simple logos are more memorable. The second group includes picture logos. Here, too, it is worth adhering to the rule: the simpler the better. Of course, this does not mean that the image should be primitive. But piling up details can make scaling difficult. As for the third group, combined logos use both text and graphic images.
A few examples:
- font logos are used by the following brands: Netflix, Lenovo, Coca-Cola;
- a logo in the form of a symbol for themselves was chosen by such companies as Apple, Shell, Nike;
- combined branding was preferred by Nestle, Sberbank, Lacoste.
Decide in advance on the type of logo. Think about which option you like best. The same applies to the general style.
3. Legal requirements
If you do not plan to register a trademark in the future, you can safely skip this step. If your plans are to enter a serious market, then you should study the information posted on the Rospatent website. The fact is that not every logo can be registered as a trademark.
Which logo cannot become a trademark? For example, one that:
- copies branding of other brands. Moreover, copying does not have to be complete. It is enough to be confusingly similar to previously registered trademarks;
- created on the basis of state symbols. According to current regulations, a trademark cannot include the official names of countries, as well as images of coats of arms, flags, etc.;
- common emblems and designations. For this reason, it is better not to use the red cross, red crescent, five multi-colored rings and other well-known elements in the logo.
4. References
As noted above, copying someone else’s branding is unacceptable. Plagiarism is not only ugly, but also punishable. However, it is not forbidden to be inspired by the examples of the best. Study the logos of global giants, regional brands, competitors operating on the next street.
Save your favorite options and consider their design as detailed as possible. For example, pay attention to items such as:
- colors and combinations of shades;
- fonts used in branding:
- shape of graphic elements;
- letter spacing and free margin.
Don’t forget about any logos you don’t like. Save a few examples to make it easier to design your own branding later.
5. Psychology of form, color, font
At first glance, it may seem that the psychology of form and color is a shamanism that exists only in the minds of designers and has nothing to do with real life. But it’s not! A competent logo, created with psychology in mind, affects not only consciousness. It makes the consumer subconsciously trust the brand. In fact, it is the key to the success of your business.
Briefly about the features of the perception of shapes, colors, fonts
- The form. Circle, square, rectangle, triangle – these shapes are most often used in logos. Round elements are associated with unity, friendship, mutual understanding. They are conducive to positive, emotions, friendly communication. Squares and rectangles symbolize stability and balance, give a sense of stability and confidence in the future. As for the triangle, its perception depends on the position in space. The figure firmly standing on the base represents strength and stability. An inverted triangle is perceived as something unstable and shaky.
- Color. Whether we realize it or not, the color scheme affects both our mood and the perception of surrounding objects. All associations caused by shades can be divided into two groups: global and specific. The first are characteristic of all people. For example, blue is the sky. Green – plants. The latter were formed under the influence of certain characteristics of society. In different cultures, the perception of the same shade will vary. And this must be taken into account. Especially if you are planning to conquer the international market.
- Font. What is a font? Type of writing letters and words. Thick or thin, straight or curved, smooth or angular lines are perceived differently. The same rules apply here as in the case of the form. For example, serifs (protruding elements) give the impression of reliability and stability, italic letters look more dynamic, cursive fonts are associated with manual work.
Use the psychology of color, shape and fonts to design a logo that will subconsciously be perceived by the target audience in one way or another and help shape the desired brand image.