Think of your logo as more than your name in pretty type: it needs to be the essence of your brand identity. Your brand identity is markedly affected by the psychology of font, color and shape, which is why logo creation is a unique specialty. Every detail of your company’s logo — intentional or not — will influence people’s impressions of your company, and impact their purchasing decisions.
While many of the best logos often evolve and strengthen over time — look at Apple’s logo journey for a great example — a memorable logo early on can help your company initiate a strong positive relationship with your customers. A study conducted by branding firm Siegel+Gale found that memorable logos are 13% more likely to get consumer attention and 7% more likely to make them want to learn more about the brand.
Then, what the most important before creating a logo?
A. Your brand has to come before your logo.
New customers are market explorers, and your brand is a mental souvenir for them to remember you by. That is why you want your logo to not only be attractive, but to clearly represent the essence of your company.
Your logo must derive meaning from your brand, not the other way around. Before a logo can communicate anything about your brand, you will need to better understand your brand. What values, practices, benefits, products or services set your company apart and make it unique? Set your logo by knowing first of your brands!
B. Assess what styles you like and don’t like.
Not all logos look alike – that’s the whole point! New design trends and fads in logo design appear every year and not all designers can effectively incorporate popular trends and avoid the fads.
For example, stripes, letter stacking, fades and geometric shapes were popular in logo design in 2017. Similarly, monoline designs, negative space, and retro designs were all the rage. But it’s not always apparent whether something is a trend or a fad. And even if a trend has some aesthetic value, if it doesn’t support and reflect your brand, it will be a poor choice for your logo. You may like some of these styles but hate others. Spend some time looking at various styles and build up a list of what you like and don’t like.
C. Decide what you are wiling to pay
Some business owners try to save money by purchasing pre-made logos in so-called online logo stores. This is a terrible idea that will actually harm your business in the long run. Pre-made logos can’t properly reflect your brand and you’ll quickly notice thousands of other companies with nearly identical logos. It’s a total waste of money that we strongly discourage. There’s simply not enough incentive for a designer to spend time creating a custom design unless they get a reasonable fee for their work. Be dare to pay the uniqueeness, just your own logo!
You have 50 milliseconds to make a good impression on your potential customers — and quality branding design plays a major role. Think of your logo as the face of your company: it’s worth spending time and money to make sure it properly reflects the company it stands for. Good Luck!