Your organization's logo identifies who you are. It indicates how the public should perceive your product or service. Developing a brand identity, then, should be a well thought-out process, not just something done on a whim. A logo is the cornerstone of defining the look and feel of your brand, which needs to be consistent across your online and offline presence. Here are a few tips to guide you in developing the best logo possible.
Examine the Competition
The first step in developing a brand identity is examining what your competition is doing. Look at brand marks from companies who sell products or services similar to yours. Consider the primary elements of your competitor's design and the implications it has on how you or others perceive what they do or sell.
What typography does the competitor use? Does the font relate to the what the company is trying to sale? Is the font easy to read, too small or too large, or distracting? Typography should be both functional (i.e., name the company) and technical (i.e., help to tell their overall brand story). In developing your brand identity, you'll want to choose fonts and typography that not only tells who you are but also shows how your product or service will impact the customer.
What adjective would you use to describe the colors used in the symbol? What mood or feeling does it give? Color plays a unique role in brand design, and often creates certain psychological responses based on how it's used. You'll want to select colors that elicit a positive response from your audience.
What types of imagery does the competitor's symbol use? Does the imagery match the brand's function? Imagery can be either concrete or abstract, but it must always convey a sense of what it is you're offering. If you choose to add imagery to your brand identity, be sure it advances your overall story in an intuitive way.
As you design your logo, consider what you're going to be using it for. Is it going to be going on your website? Business cards? Products? Product packaging? A sign? A logo that looks great front and center on your website might not look too great as a tiny product stamp. Or maybe a tiny product stamp is not detailed enough to call attention on a big sign. As you start putting the elements of your logo together, make sure that it creates cohesion in every element of your business.
Don't Go It Alone
Branded design requires a careful, disciplined approach. Luckily, there are people who build careers around helping businesses and individuals develop an artistic representation of what they do. Reach out to a trained, professional graphic designer who can help you bring your vision to life. Look for a designer who: