What’s in a Logo?

What’s the most exciting part of branding? Creating a logo!

It’s not surprising that businesses often want to jump straight into creating a logo at the start of the branding process. But the truth is that making a fantastic logo is a lot easier when you spend time identifying your audience, building your message, defining your voice, and developing your story.?

When you have all these different elements in place, you can link them together – and translate this brand persona into a visual representation that clearly communicates what your brand is about.?

Taking it slow can be difficult when you’re keen to get started. But think about it…

Your logo will appear everywhere your brand name is present. It’ll be on your website. On your packaging. On your communications. It’s the heart of your visual identity. It will ensure that you’re easily and instantly recognisable to your audience, across every platform you choose to utilise.

You don’t want to get it wrong.

So… what does a good logo look like?

There’s no simple answer to that.?

Think about some of the most famous and successful logos. Coca-Cola, with its intricate and ornate typeface. Google, with its clean, clear, geometric lettering. Then there are brands like Starbucks and Nike, whose logos don’t include any text at all. It’s clear that there’s no right or wrong. The most important thing is to blend creativity with strategic design.?

That being said, when we look at recognisable logos, there do seem to be a few characteristics that a lot of them share. Therefore, when creating your logo, you may want to consider the following…

• Simplicity: Your audience shouldn’t have to work to figure out what message you’re trying to send
• Relevance: There should be a clear link between your visual identity and brand personality?
• Honesty: A logo should be transparent about the values and beliefs of the brand it represents
• Individuality: Don’t try to copy what’s already been done – your logo should be unique to you
• Versatility: Logos should be able to work on any platform, or on any document or material
• Memorability: The design should stick in the audience’s mind, and make them think of your brand

Using your logo

Developing a logo isn’t just about coming up with a design. It’s also about determining how that logo is going to be used for best effect. This usually forms part of the brand guidelines of a business.?

You’ll want to think about:

• Logo sizing, including minimum and maximum sizes?
• Colour palette, including changes against different backgrounds
• Sizing for typography and fonts
• Logo orientation on different channels/materials
• Separation of text/image elements depending on use
• Spacing between text/image elements

Don’t be afraid to ask for help

The branding process, up until now, has been something very personal and individual. It’s been about developing your message and telling your story. And no one knows you better than you do.?

However, when it comes to designing a logo, things are a little different. You’ve already laid the groundwork. The foundation is in place. So don’t be afraid to reach out to a designer or branding professional for help translating your story into a visual representation. If you’re new to branding, or design isn’t part of your unique skill set, working with a branding agency can be just what you need.?