A logo is a visual representation of your brand and will be included on all your marketing materials. A strong logo can help build customer loyalty and brand identity. You want customers to immediately think of your company any time they see it.
Types of Logos
There are three primary types of logos:
Font-Based Logos use typefaces to showcase your company’s name. Think Google, Skype, or IBM.
Literal Logos illustrate exactly what your company does. For example, CertaPro Painters’ paintbrush.
Abstract Logos don’t initially have anything to do with your company, but, through a lot of time and money, will eventually be connected to your company. Think Nike’s Swoosh.
Choosing the type of logo to use will depend on how much time, energy, and money you want to spend on connecting your logo to your business and mission in your customers’ minds.
Tips & Tricks for Creating the Perfect Logo
Determine the message you want to convey.
If you don’t already have a mission statement, start there. Throughout creation process, go back to your mission statement and make sure your logo connects to it.
Determine which aspects of your company are the most important to portray. Is it your personality or culture? Is it the element that sets you apart from your competitors? Or is it your relationship with your target market?
Look at other logos in your industry for inspiration.
You want to create a logo that will differentiate your business from other businesses in your industry, but it’s a good idea to pay attention to the overall message each logo conveys.
Are other businesses in your industry using conservative or more flashy logos? You want yours to stand out, but still fit with the overall feel of the industry.
Make it clean and scalable.
Your logo will be printed on business cards, stationery, and maybe on billboards or the side of a truck. It should look good everywhere you use it.
By keeping it simple and clean, it will be easy to reproduce on any medium.
Your company’s name and industry might influence your logo.
If you’re a jewelry company, you probably want to keep your design and font choices classic. If you’re a clothing boutique, however, you can probably use something a little more fun. Don’t choose anything too trendy, however, or you may have to change your logo regularly to keep from looking outdated.
Keep your colors to a minimum.
Printing services will often charge you by the color, so the more colors you have, the more it will cost to print your logo.
Multiple colors don’t always work across every medium, and some mediums (like newspaper ads), only allow for one or two colors. Try not to use more than three colors. When you have a logo design you like, look at it in black and white and with only one color to make sure it still works.
After you’ve designed your logo and are happy with it, trademark it.
Trademarking through the U.S. Patent and Trademark Office protects your logo so other companies can’t steal it.
Creating Your Logo
If you’re artistic, or skilled at Adobe Photoshop, you can probably design your own. You can also use free online logo design companies, like GraphicSprings or LogoMaker, to create a logo yourself.
If you don’t trust your own artistic ability, or just want help from a professional, you can hire someone to design your logo for you. If you use a professional design firm, the price might be more than you’re willing to spend. Remember, though, that a good logo should last at least ten years, so the cost might be worth it in the long run.
If hiring a professional design firm isn’t in your budget, you can find freelancers, who will typically charge less than a professional design firm.