Crafting Your Business’s Logo
A logo is a graphical representation of your brand. Your logo will represent everything someone needs to know about your brand in one small image. It can also be used to create recognition and cohesiveness throughout your platform.
Your brand’s entire logo will normally consist of text and an image. Eventually, if your brand becomes a household name, like Starbucks, Nike or McDonalds, people will be able to recognize it from the image symbol alone.
Other than looking cool, a logo also helps you stand out among other brands. Most businesses have competition, so your logo can help you stand out, and may be what makes consumers choose you over someone else.
Take a look at what your competition is doing and do something different. For example, if you own a coffee shop, consider branching outside of a logo with a mug or a coffee bean. Don’t be afraid to take a risk and create a design that helps you stand out, while keeping in mind your brand’s purpose.
What are the elements that make up a logo?
Firstly, you will want to consider the lettering. You will want to look at different fonts, text sizes and think about whether you want to use an abbreviation, acronym or the full name of the business.
Next, you want to think about what imagery you are going to use. Some logos include an abbreviation, or just the first letter of the brand, Mcdonald’s gold M or Tesla’s T, for example. Others choose an image that represents the brand. Think about Microsoft’s four squares, Nike’s swoosh or the green mermaid of Starbucks.
When we see a mermaid we don’t always think about coffee, and when we see a computer or a phone, we don’t always think about proof. However, the founders of these companies went outside of the box and are now internationally recognized by these images.
Once those two items are established, you can play around with color. Logos can be black and white, monochrome or multicolored. Some logos have different shades in the same color family. Others grab attention by using colors on opposite sides of the color wheel.
You also will want to contemplate where you plan on using your logo. Will your logo be put on coffee cups? On t-shirts? Think about what shape you want for your logo and how this will fit in with where you plan to put your logo.
You will also want to think about if you plan on using the exact same logo everywhere, or if you want to change it slightly depending on where you put it. Some logos change in color, shape or use different elements at different times. This is referred to as a static logo, which always stays the same, or a dynamic logo, which can change sometimes.
Remember, don’t be afraid to play around with different elements. You can use negative space, adopt a mascot or keep it simple. Look at brands around you for inspiration while also being unique and true to your brand.
All of this information may seem overwhelming. Let’s break it down and discuss how you can choose a logo best suited for your brand.
When you are stepping outside of your comfort zone, trying to create a logo different from your competition, think of words that describe your brand. You can even go onto Thesaurus.com and look at words similar to those you would use to describe your brand.
After you do this, get a pencil and paper and begin to sketch some images that remind you of the words related to your brand. Maybe colors, animals, mythical creatures or symbols will come to your mind. Try to avoid generic shapes, pre-existing clip art or images that are similar to other brands.
It may be useful if your brand has a story behind it. Consider the Wendy’s logo with the girl with red pigtails. People may ask who Wendy is, if Wendy is the girl in the logo, and what the story behind her is. This will get people researching about your brand, and soon enough, you will have people interested in your products or services.
One thing to remember is the difference between your logo and your brand. Your logo is a part of your brand, but it is not your entire brand. Your logo is a tangible representation of your brand and a visual identifier.
Need guidance in crafting your brand? Book a free discovery call to understand how to bring your logo and brand to life!
