How to Choose a New Logo
A logo is an integral piece of your brand and will dictate how anaudience perceives your company, so if you’re feeling overwhelmed at the thought of choosing a design, it’s okay. This is an important decision. Your logo needs to clearly communicate the personality of your company—the best logos will actually become synonymous with your brand name—think McDonalds, Nike and Twitter.
That’s why we created the following guide to get you started and hopefully make the processof choosing your logo a little bit easier.
Determine the style that best fits your business.
The first step to choosing a new logo is to nail down a style that best reflects the personality of your brand. Choose from one of the following, depending on your business:
Abstract Logo This logo style is increasingly popular in the tech industry and consists of an abstract shape. However, it should still let your audience know what your product or service is about. A great example of this style is Dropbox, a simple blue image that is shaped like an open box. It communicates to the audience that files placed in this “box” are safely stored, organized, and can be moved or shared.
Mascot Logo Mascot logos use an image of a person, animal or imaginary figure. For example, Michelin Tires’ logo is the iconic Michelin man. Mascot logos are popular for industries like professional sports teams. This type of logo is easily recognizable and excellent for online marketing efforts, however, it tends to be more difficult to print on promotional materials.
Pictorial Logo Pictorial logos are simple, straightforward, custom images used to represent a brand. They are great for well-established, global brands. Well-known examples include Target, Windows, Starbucks, Nike and Twitter.
Wordmark Logo If you’re looking for something simple, clear and concise, the wordmark logo is a smart choice because it is simply the name of your company. Popular examples include Coca-Cola, Google, The Home Depot and Subway. Font choice and color are extremely important because they are the only elements you have to communicate your brand’s traits. Remember to choose a font that is easy to read!
Combination Logo This style of logo combines an icon and word(s) and is a smart choice for any business. Famous examples include Dunkin’ Donuts and Airbnb. The only downside of this logo is that it may become quite large, and therefore be more difficult to fit onto promotional items, such as pens.
Emblem Logo Emblems are the classic logo design. They are perfect for businesses who are looking for a timeless design and already have a color palette. Harley Davidson, Mastercard, UPS, NFL and Fanta successfully use this type of logo.
Lettermark Logo These logos may seem basic at first glance, but there is actually a lot of thought and design that goes into them. Lettermark logos are made up of 100% customized text, meaning that the designer creates a whole new font. Famous examples include NASA, IBM and A&W. This style is popular because it is memorable, easy-to-read, and can be printed (and remain legible) on just about anything.
Choose your font(s) wisely.
Typography is an essential aspect of graphic design, and studies show that typeface influences our perceptions. So, if you choose to create a logo that includes text, it is imperative that you select a great font. There are three main types to choose from:
Serif Serif fonts are classics—the ones you see in traditional publications like newspapers. A popular example of a serif font is Times New Roman. These fonts have little “feet” or lines sticking off the ends of each letter. If your business personality is established, traditional and/or professional, a serif font may be a good choice. However, if they are not used in the right way, these fonts can end up looking outdated.
San Serif San serifs are the hip version of serif fonts. Think: clean, modern, new. They are generally popular for lifestyle blogs, tech companies, and the Internet. These fonts are easy to read, even when used in small type.
Script You know those fancy handwritten fonts? Those are script. A font from this category may work for your logo if the personality of your business is very creative, casual, or elegant. Be sure to choose a font that is easy to read—with script, this can be a challenge.
Select a color with meaning.
While the meaning behind your logo is important, research suggests that the colors you choose will influence the effectiveness of your branding efforts.
Red In marketing, red is known to create a sense of urgency (it is often used in clearance sales), to stimulate the appetite, increase heartrate, and egg on impulsive shoppers. Companies who use red in their logo include Target, Netflix, Toyota, Exxon, CNN, and Nabisco.
Yellow Bright and sunny yellow represents clarity, optimism and youthfulness, and is used to catch the attention of window shoppers. Companies who use yellow in their logo include McDonalds, Nikon, Sprint, National Geographic, Best Buy and Sun Chips.
Blue Blue is frequently used in corporate business because it creates a sense of security and trust in a brand, and because it represents productivity and feels non-invasive. Companies who use blue in their logo include Facebook, JP Morgan, Oral-B, American Express, Ford, Lowes, Oreo and Walmart.
Orange The color orange signifies aggression and impulsivity, represents a friendly, cheerful and confident brand, and encourages a call to action to buy, sell or subscribe. Companies who use orange in their logo include Crush, Harley Davidson, Starz, Hooters, Nickelodeon, Fanta, Discover, and Firefox.
Green It’s well-known that green is associated with the wealthy, but it also used to help consumers relax in stores, has long been a symbol of fertility, and was, at one point, the preferred choice for wedding gowns. Companies who use green in their logo include BP, Hess, John Deere, Land Rover, Whole Foods, Holiday Inn, Tropicana, Xbox, Monster, and 7 Eleven.
Purple The color purple is often used for anti-aging and beauty products, for soothing or calming, or to represent a creative, imaginative, or wise brand. Companies who use purple in their logo include Crown Royal, Wonka, Hallmark, Welch’s, and Big Brothers Big Sisters.
Evaluate your logo.
Once you have come up with a draft of your logo, ask yourself the following questions:
1. Is your brand’s name clear and legible?
The purpose of a logo is to represent your business and communicate the name. If it is illegible, hard to read, over-designed, or too small, it’s time to head back to the drawing board.
2. Does the logo pique interest?
Your logo should be visually appealing and represent what your brand stands for. However, it is important to leave the audience wanting more…so don’t give it all away in your logo.
3. Is your logo different from your competition?
If your logo is similar to any competition in the industry, you’ll need to redesign. Your logo should distinguish your business from the competition and help you to stand out.
4. Is the logo flexible enough for your needs?
Your logo will be used in a variety of ways, so it is important to think about how it will look in different contexts and how it can be manipulated. Consider how it will look on a business card, sign, shirt, and your website. Then, think about how it could morph or grow as your business grows. Google is a great example of this.
Do you feel a little better about the direction of your logo? If you’re unsure of which direction to go in, or need a push to get things rolling, Zacaw is here to help. Feel free to reach out at any time.