When starting a new business or venture, a few things must be done, like product development, business plan, marketing strategy, and branding. Starting with logo and branding is the fun and creative part of the process, but it is not only about crafting something nice, but it also requires a lot of thought and planning. Before we get to what are the characteristics that make the logo impactful, we need to go over the basics:
What is a logo?
- A logo is an empty vessel that holds your digital identity.
- It represents your company, your brand, your story.
- The logo is a bridge that connects you with your customer base.
- It is the first thing your customer sees; it marks your identity.
Over time it can become even bigger than your name; let me give you an example. The logo of four rings! If you come from the graphic design world, you must be familiar with these four rings. Just through the description, we can imagine the impact it has over the whole civilization, we don’t always remember who built the company, but its worth is still fresh in our minds! That’s how logos work; they represent your product, your hard work, and the sheer myth of it!
Be clear on the message that needs to be conveyed through the Logo
The first duty before designing a logo is understanding your brand. Why do huge companies spend billions of dollars in rebranding their logos? Because they know the impact created by their logo on customers. It captures and transmits your essence to millions of people. So have a clear vision of what your company represents, who are your targeted audience, what is your brand offering to the world? The logo must synchronize with your work. You have to decide what is the primary message you want to transmit to them.
Know your customer base
You cannot attract everyone with a single design; you have to prioritize your targeted audience. Study their behavior, choices, lifestyle, likes, and dislikes beforehand and build according to your researched data to specifically attract them. If your potential audience is teenagers try adding funky colorful, and trendy elements to your logo. Colour is an essential factor in creating a lasting impact. Colour describes your work; every shade of color describes a different message; for example, yellow represents happiness and pleasant emotions like the twin arches of McDonald’s on a red background; red enhances your appetite. The brightness resonates with the playfulness of a good time.
Simple yet effective
The design of your logo has to be unique, and at the same time, it has to be easily recognizable so that people can remember you. Here you can play with people’s minds, intriguing them, questioning them. Always go for simplicity; ornamentation is tricky; it clouds your true purpose. You can try adding fun minimalist elements to it. For example, the ‘swoosh’ checkmark of Nike is unforgettable. Another popular representation of minimalism is the ‘bullseye’ of Target. You can play with words to stand out, creating your mark among many, like Amazon with the arrow from A – Z, signifying that you can find possibly everything you might want online!
Versatile is the key
To create a lasting impact, make your logo versatile. It has to reach a greater audience; hence, don’t constrain it with complexities. It has to be scalable and applicable to both small and more significant spaces. Ensure that it pleases customer’s eyes; for example, the Starbucks logo, its symmetry, and proportion are exquisite. You cannot forget about the negative spaces in your design; it catches your eyes more than you can imagine. Take, for example, the hidden arrow in the FedEx logo symbolizes they are quick and forward-thinking.
The logo is your zone to intrigue your customer’s mind. Excite them with hidden creative techniques to make a lasting impact!
