The time and space you have to market yourself becomes smaller and smaller with each passing day. Faster technology, shorter attention spans, growing competition—all of these contribute to the cacophony that exists in the marketplace.
That is why your logo plays a very important role in your brand strategy. It’s the single most valuable element to distinguish your brand amid the marketing clutter—and the quickest way to be recognized by your audience.
Have you tapped into the fullest potential of your logo design? Does it possess enduring value? Does it transcend language and cultural barriers? Derive its meaning from the quality of the brand it symbolizes? Represent a compelling brand story?
If not, it might be time to reevaluate. We’ve compiled some valuable tips for ensuring that your logo design is both effective and memorable.
Develop the brand first.
A brand promise and tagline are important to defining your brand. And since your logo is a visual representation of your brand, you’ll want to develop these elements before diving into design. But keep in mind that while a brand promise and tagline are critical to development, they do not have to be anchored to the logo.Use distinctive features.
Your logo generally receives only a quick glance. Which is why it must be easy to see and recognize instantly. If you choose to have a graphic element or icon in your logo, create something unexpected to get noticed. Also, make sure it can be identified at any size.Choose your font carefully.
Especially if your logo does not contain a graphic, a unique font is vital to your logo design. Present the font in an uncommon, unexpected way (hint: the most accessible fonts that come with your computer system are not the ones to use). You can go to http://new.myfonts.com/ for inexpensive, yet unique options.Be considerate of color.
Create a logo that works in black and white first, then version it to color. A one- or two-color design is best. Although a variety of colors may do well on the Web, it could cause major problems and expenses when used in print. Your logo colors should reflect who you are and what your brand stands for. They need to resonate with your audience as well. It’s a good idea to make sample color palettes and organize a focus group to test them.Create graphic standards for consistency.
Once you know how you will utilize your logo, create a standards manual or documentation that can be followed easily by others. Ensure these rules are followed carefully and not altered, as doing so will affect the consistency and success of your branding.
Dana specializes in logo design that creates long-lasting and unique brand recognition. After all, it is only after a logo becomes familiar to its audience that it can function properly. For more information about bringing your logo to life, email lkaniper@danacommunications.com.
