Typography is just as important in a letter mark as it is in a word mark. Luckily, with fewer letters and less worry about legibility, you can use more creative styling. Depending on your brand personality, a mascot could be fun. Just be sure to use a style that aligns with the message and emotion you want to communicate.
Emblem logos include text inside a symbol. If you decide you want a symbol in your logo—whether traditional or abstract—you might need to do some brainstorming. If you decide to go with a word mark or letter mark, remember how important typography is.
Similar to colors, different fonts elicit different interpretations of your brand personality. There are countless font types, but they all fall into one of three families also called typefaces : serifs, sans serifs and script. Serif fonts have small lines or strokes attached to the end of the larger strokes in a letter or symbol. These fonts are classic and can be a good choice when you want to communicate trust, tradition and sophistication. These are fonts that have no serifs attached to the letters.
The result is a crisp, clean line that looks sleek and modern. Script fonts mimic cursive handwriting, creating the effect of a signature. They often feel more authentic and original.
You should end up with at least one logo design to evaluate. Already have a final choice? Consider both your primary use-cases—like your website or social media profiles—as well as your secondary use cases, like printed marketing materials, recruitment and event banners, etc. Mock it up on the various backgrounds to make sure the image, words and overall message translate across every medium.
Any logo mark should be effective at many sizes, but small, digital applications are critical. Aesthetics change. Trends come and go. But the value of your logo will only get stronger as time goes on. Consider whether or not you see your logo lasting you 5, 10, 15, even 20 years from now. Also, consider the logo in the context of your entire visual identity. This might need to be an additional exercise.
Take the various elements of your logo design, like colors, fonts and styles, and see how you might be able to incorporate them elsewhere in your use-cases. Typography is a way to stir up such feelings without people even being actively aware of it. Typography is used to communicate the tone of voice and personality.
Similar to furniture, typography should be aesthetically pleasing and functional at the same time. Your choice of typography matters because it impacts user experience. Make sure your company name is clear and legible. Consider how your logo will be used: your logo could appear on screens, business cards, letterheads, signage, and packaging just to name a few. It needs to be readable from a distance and up close. And if your logo has a graphic element make sure your typography is in balance with the icon.
Ask yourself, does my typography achieve an effective level of representation, communication, and visual appeal? The color of your logo will determine how it is perceived and has the power to drive purchasing decisions. Color triggers emotions and gives meaning. The right colors depend on your industry and target market. You probably noticed that certain industries stick with certain colors. For example, financial institutions tend to use blues because blue communicates security and reliability.
Brands use blue to promote trust in their products and services. Pick your color s based on the feelings you want consumers to experience and the actions you want them to take. Take into consideration human psychology, culture, trends, and context. Your brand color should tell a story. It should communicate your values and be unique enough to not be confused with others in your space. The most powerful brands stick to a simple color palette of less than three main colors. They also use solid colors rather than gradients.
Keep in mind color looks different on screen and in print. By simply looking at a logo, like it or not we will immediately make judgements, and perceive a business, product or service in a certain way.
If we think a company looks too expensive, too corporate, too fun, or too radical we will avoid it. With so many businesses in the world, a company has one chance to impress and attract. Some business owners go down the DIY route, or use low-cost amateur designers, not understanding how damaging poor design can be for them when first impressions matter so much.
Although a logos primary purpose is to identity, they can also be leveraged to communicate important brand messages and values. Just make sure to keep it simple… ideally stick to just the one key idea. This positivity is enhanced by the vibrant orange colour, a colour which I personally associate with warmth, fun and the sunshine. Beyond the obvious, the smile is also an arrow, connecting the A to Z, showing that they offer a wide range of products — very clever!
As an another example, the logo for delivery company FedEx, whilst looking immediately corporate and professional, has an arrow cleverly hidden within the white space of the E and X to symbolise speed and precision. You can read more about the story behind the fedex logo here.
By truly understanding the role of a logo design, you will be able to create stronger brand identies that will perform for the business, rather than just create a pretty picture.
Sketching makes it easier to put shapes exactly where you want them, and there will always be time to digitise your marks later see our sketching tips for more advice. This can make it easier for them to visualise the result without the distraction of typefaces and colours, which can sometimes cause clients to dismiss a whole idea.
As we mentioned above, colour can sometimes be a distraction and can make it difficult for a client to consider the basic concept of the logo. It's impossible to rescue a poor idea with an interesting palette, but a good idea will still be good irrespective of colour.
If you picture any well-known symbol, in most cases you'll think of the form first before the palette. A logo design needs to be relevant to the ideas, values and activities it represents. Likewise, a palette of fluorescent pink and yellow probably won't help your message engage with male pensioners. You know these things, and they may seem fairly obvious, but appropriateness goes deeper than this.
The more appropriate your rationale behind a particular design, the easier it will be to sell the idea to a client and this can be the most challenging part of a project.
They sell, too. Simplicity aids recognition, and it can be a great advantage when there are so many brands are competing for our attention. In most cases, this means it should have an uncomplicated form so that it can work at different sizes and in a range of applications, from a website icon in a browser bar to signage on a building. If a brand's competitors are all using the same typographic style, the same kind of palette, or a symbol placed to the left of the brand name, this is the perfect opportunity to set your client apart rather than have them blend in.
Doing something different can really help your logo design stand out. It often takes a brave client to buck a trend that they see all around them. However, showing imagination in your design portfolio is one good way to attract the kind of client you want, and demonstrating the appropriateness of your concept can help see off any qualms.
We don't usually see a logo in complete isolation. It's usually presented in the context of a website, a poster, a business card, an app icon, or all manner of other supports and applications.
A client presentation should include relevant touchpoints to show how the logo appears when seen by potential customers. In design terms, the bigger picture is every potential item on which your logo design might appear.
While it's hugely important, a symbol can only take an identity so far. One way to achieve cohesive visuals is to craft a bespoke typeface for your logo. That typeface can then also be used in marketing headlines. More abstract marks are often more enduring. Instead, they make it clear who you are.
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