New York advertising firm The Logo Company released an infographic exploring the psychological effects of colors in logos.Yellows and oranges conveys optimism and friendliness. Red is a bold color that evokes excitement, while purple suggests creativity or wisdom. Blue usually represents dependability, while green harks back to nature. White is a classic choice for brands that wish to emphasize balance.
An eye-catching logo can be a powerful tool for any company that wants to distinguish itself from competitors and share its vision with the world. When custom designed using high quality graphics, it can enhance a brand’s credibility and build trust among consumers. It can also communicate a company’s aspirations and brand ideology.
Much research and experimentation is necessary to create a logo that captures the unique qualities of a brand. However, the time and effort a company invests in this can pay off handsomely. Some logos achieve global recognition and offer companies endless opportunities for marketing and brand building.
Choosing a Logo That “Pops”
Great logos are original creations that are relevant to the brand they represent. They also make effective use of color, font and proportion to create something pleasing to the eye. Finally, they are simple and versatile for today’s media environment.
Originality
Take some time to brainstorm concepts you would like to see in your logo. Select keywords which describe your ideas and make some sketches to better flesh out your vision. Experiment with text, shape and different graphics until you find a few concepts you like.
Your brand is unique and your logo should reflect that. Disney has relied on the playful signature of its founder for decades and has only made slight moderations to it since. A timeless logo can last for generations and can help your brand maintain its identity across time.
Relevance to the Brand
A logo that is relevant to the brand it represents can set expectations and can help to establish a company’s reputation. Louis Vuitton’s country-club style monogram suggests luxury and exclusivity while the logo for 99 Cents Only Stores emphasizes convenience and accessibility.
A relevant, meaningful logo also allows customers the opportunity to make a genuine connection to a brand. Wikipedia’s globe composed of puzzle pieces inscribed with letters from world languages encapsulates their mission to expand the world’s knowledge.
Colors
New York advertising firm The Logo Company released an infographic exploring the psychological effects of colors in logos.Yellows and oranges conveys optimism and friendliness. Red is a bold color that evokes excitement, while purple suggests creativity or wisdom. Blue usually represents dependability, while green harks back to nature. White is a classic choice for brands that wish to emphasize balance.
Fonts
use a custom font that accurately captures your organization’s sensibilities rather than a generic one if you decide to integrate text into your logo.
Some logos known as wordmarks rely almost exclusively on a name and a unique font. These can be simple, elegant and memorable. Google and Microsoft are just a few examples of companies that have embraced this approach.
Proportion
Many designers incorporate the Golden Ratio into their projects. It is related to the Fibonacci Sequence and is approximately equal to 1:1.618. This ratio is found across nature and has been used for centuries in art.
Twitter’s current logo can be reduced to a number of overlapping circles that abide by the Golden Ratio. However, designers have integrated the principles of the Golden Ratio into the logos for most major companies.
Simplicity
A logo should convey key qualities and aesthetics of a brand to consumers at a glance. Overly complex logos can distract from the core elements they wish to emphasize. For this reason, many of the most effective logos are also the simplest.
Simple logos also make clever use of open space. Apple’s missing, asymmetrical “byte” references computers as well as the unique, innovative image it cultivates.
Versatility
The best logos are recognizable whether they are on a billboard or the side of a cup. Logos should be designed with flexibility in mind. A motif can be a point of unity for variations of a logo across different media.
Coca-Cola has numerous iterations of its its classic wordmark which are instantly recognizable but appropriate for a variety of different uses.
A 2013 study from MITreported that a good logo can significantly increase consumer commitment while improving company performance. Robert Passikoff writes that a logo can contribute up to 33% of a company’s reputation and brand status. An effective logo is a key component of brand promotion and should be the cornerstone of any effective marketing strategy.
