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  • Writer's pictureShivuKey

10 Things To Consider When Designing A New Logo

Updated: Feb 12

Creating a logo for your business can feel overwhelming. This first impression is supposed to communicate your business’s purpose, expertise, and mission. How can an image convey everything you want in a flat and square design? What exactly makes certain logos stand out among the rest? The best way to tackle your logo is to break it down into more manageable steps.

1. Keep Your Story In Mind

What do you want everyone to know most about your business? That you’re trustworthy? That you’re professional? Maybe that you are a ton of fun to work with? It’s important to think about what is most important to convey because believe it or not, people will have preconceived notions about your business based on your logo. Think of it as a first impression.

2. Audience

Remember to consider not only what your business provides, but your audience as well. You could be a non-profit that helps children, but your audience wouldn’t be children. Your audience would be adults who have an interest in the well-being of children. So be sure to make it appeal to adults but also clearly say, "We help children."

3. Shape

There are various psychological influences behind different shapes and what they communicate to the mind. This can be a powerful tool in choosing a shape for your logo. Here’s a quick guide to shapes and what they communicate subconsciously:

  • Circles and Ovals: Security & Balance

  • Ellipse: Modernization & Innovation

  • Interlocking Circles: Community & Cooperation

  • Triangles: Strength & Stability

  • Squares and Rectangles: Professionalism & Capability

  • Horizontal Lines: Harmony & Equity

  • Vertical Lines: Technology & Elegance

  • Diagonal or Angled Lines: Energy & Progress

The Olympic Rings are a world famous logo where the interlocking circles imply community and cooperation – perfect for the largest global sporting event.

4. Colors

Similar to shapes, colors also subconsciously communicate and unspoken message to your audience. Check out the list of colors below and pick some that are congruent with the message you want your logo to convey.

  • Red: Passion, love, excitement, warmth, anger

  • Orange: Energy, change, success, transformation

  • Yellow: Happiness, optimism, hunger, cheer

  • Green: Money, nature, growth, envy

  • Blue: Harmony, focus, loyalty, honesty

  • Purple: Royalty, wealth, wisdom, spirituality

  • Gray: Timelessness, practicality, neutrality

  • Black: Intellect, power, authority, sinfulness

  • White: Cleanliness, purity, neutrality, innocence

  • Brown: Nature, organics, stability, comfort

  • Metallics: Luxury, wealth, quality, prestige

Metallic colors like gold are powerful when done right but look cheap and terrible when not done well. Be careful that it looks good in both gold or silver but is still interesting in black and white.

5. Timeless

Trends come and go and you do NOT want someone to look at your logo and think, “That is so 2016.” Be careful to avoid trendy designs, fonts, or colors. Vintage designs and watercolor are very trendy right now and should be used carefully if at all.

6. Be Original

What makes your business different than the rest? Think of your product, your mission, and your company to stick with concepts that are uniquely yours. You can be original and still keep all other elements listed here in mind to keep your ideas in check. Think of the process of using your product, how it makes someone feel, or even consider the end remnants of what’s left after your product has been used.

7. Choose Your Fonts Carefully

You will want to choose a timeless font, but you also want to stand out from the crowd – consider a custom font. Coca-Cola’s logo is a perfect example of this – it is simply their brand name in a custom font. Now anytime someone uses those characteristic “C’s” the viewer immediately thinks, ”Coca-Cola.”

8. Consider Symmetry & Movement

Consider the shape of your logo and how you want the eye of the viewer to move across the design. More symmetrical or balanced logos convey stability and trustworthiness. Logos that have curves or are weighted to pull the eye a particular direction imply energy and innovation.

9. Versatility

Make a list of all the places this logo will be used, some examples include:

  • Website

  • Advertisements

  • Blog

  • Business cards

  • Letterheads

  • Social media posts

  • Printed materials

When you are designing your logo keep the variety of uses in mind. Your logo should look fantastic in color, black & white, and gray scale.

10. Simplicity

Keep your logo simple. Overcomplicating design can lead to confusion and negatively affect the other elements discussed. For example, a complex logo is likely less versatile and more likely to go out of style. It can be tempting to chase after flowery fonts and elaborate designs, but examining some of the most famous logos today, we can see that simplicity outshines the rest. Google Chrome, Apple, FedEx, and McDonald's are some of the most recognizable logos today and yet they are all incredibly simple.

There are different ways to get a logo design: to design it by yourself, to hire a designer, or to use a logo maker. Anyway, being aware of the points mentioned in this article, you get higher chances to explain your brand more precisely and make the impactful decision to end up getting an attractive and effective logo.


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