We see logos everywhere. Right from the packaging of the products we use everyday, to our clothes, our footwear, our vehicles. The logo is the visual representation of the company. There is an immense amount of thought that goes behind the design of the logo.

What’s the big deal anyway, right?

One must understand that the logo has a power to strike a chord with the consumer in the first glance. To build a sense of loyalty among the customers the brand must create a good first impression. A brand logo, if designed and used properly, can be a silent salesman for your product. It forms the basis of the marketing strategy to effectively reach the target audience. It also evokes a sense of professionalism towards your approach in conducting the business. For bigger cities, say Mumbai, brands based there, usually opt for a logo design agency in Mumbai, to help guide them & make them understand what their ideal logo should be like.

Now the question is who makes the logo?

Usually, professional graphic designers are hired by the firm to design a logo for them. For the people who are not graphic designers but have an inclination to design must understand the elements of designing before doing it. When it comes to Graphic designing for non – designers you need to know  that if you follow a systematic way to design keeping the basics in mind you can come up with the best designs.

Whether you design it or hire a designer to do it for you, it is important to understand their features that make a logo so central to the brand image.

1. The voice of the brand

As logo is the first impression of the brand to the customer, hence it becomes mandatory for it to convey the very essence of your company. It is the one that is going to influence people to come to you.

The logo of this shipping company is much more than what it looks in the first glance. The negative space between ‘E’ and ‘X’ forms an arrow. The arrow is the depiction of the company’s essence, forward direction, speed and precision.

Similarly, For the logo of the online shopping brand Amazon, an arrow from a to z implies to the brands policy to deliver a wide variety of products. The slight curve in the yellow arrow represents a smile implying to customer satisfaction.

2. Style of the logo

All the logos that you must have come across, are a combination of elements like a text, photograph, image, colours etc. But there are different styles that give it a distinct character.

The different styles of the logos to choose from are:

a. Lettermarks or Monograms

These comprise of only letters, usually the initials of the brand. This a simple yet meaningful style of logo. It is especially beneficial for brands with longer names. Since it only has letters its important that they are legible and clear.

b. Wordmark

It is similar to the lettermark, but this consists of the entire word. The whole business name is the logo. Using this style is ideal in cases where the business name is small and also when you want your brand name to stay in customers’ minds.

c. Pictorial marks or logo symbols

This style of logo uses an icon or a graphic as the logo. It uses an image of a recognizable element as a graphic. The tricky part here is the selection of the object image that is going to be representing the brand. It also, at times, abstracts the forms or uses geometric symbols to represent the brand. In both cases, it is a symbolic representation of the brand. The image is used to pass on the emotion of the company.

d. The combination mark

It is a combination of the previous style into the logo to give out the desired outcome. It has picture, text or any graphic arranged in a manner that it delivers the right emotion.  With this style you get both, a name recognition with a graphic relation.

It is never ‘One Size Fits All’. Same is with the logos. These are some of the styles of logos that have been used by different brands. You have to pick what suits your brand the most.

3. Colour Scheme

Picking out a suitable colour for your brand requires a certain thought process. Different colours are believed to impact the viewers differently. Colours convey a message, evoke an emotion and also add aesthetics to your logo. Hence, it becomes important to choose a colour that goes well with your brand’s ideal.

Red, orange and yellow are often said to evoke feelings of happiness, optimism and energy.

No wonder they are used majorly by food brands. Food IS happiness.

Cool colors include green, blue, and purple. Cool colors are usually calming and soothing but can also express sadness. If a company wants to display health, beauty or security, incorporate these colors.

Neutral colors include black, gray, white, tan and brown. These colours are usually used with other colours or used as backdrops.

Even though theses are common understandings about the colours, their interpretations can still vary from person to person. Keeping these in mind you can choose the suitable color for your target audience.

4. Typography

The logo consists of both: images and text. The main purpose of the text is to identify the brand and add value to the graphic. So the fonts used should be clear making the text legible to the viewers. The used font should also be suitable to the graphic and the brand’s message. You should avoid using more than two fonts for the graphics.

Logos using only typography

Combination of typography with graphic

5. Know your Audience

The logo has to reach the people and attract the right ones for your business. This can be done by making the logo in a way that it is apt for the target audience. Using graphics and colour scheme suitable to the target audience can do wonders for your business.
For example, the famous logo of Walt Disney Pictures. The fairy castle in background of typo graphed “Walt Disney” straightly connects you to time of your childhood when you heard tales of fairies & wonderlands.

Another such example is the logo of “Dove” that produces cosmetic products for girls. As the golden is color of ornaments & feminine, they have a logo with golden dove and soft fonts which clearly appeals to women.

6. Keeping it Simple

A simple, clean and well composed logo is can benefit your business. Keep it legible, not more than two fonts, not two many colours and avoid cluttered designs. Keeping just one or two elements can make it easy to distinguish.

A simple image can deliver a message more vividly than a graphic with too much happening.

I hope keeping these points in mind will help you to come up with an appropriate logo for your brand that will in turn fetch you good rewards. Investing time and thought in the design process of your logo will help you all along your future endeavors by letting your brand get noticed by the right consumers and create an impact on them.