4 Tips to Build a Logo That Will Leave an Impression

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There are varying opinions as to what determines a successful logo design. Some believe all logos should be simple and iconic like Apple, McDonald’s and FedEx – where intricacies are kept to a minimum in order to achieve a bold and timeless look. Others prefer typographic logos that highlight the company’s name such as Google, or illustrative logos that tell a story about the business like Starbucks. Regardless of aesthetic preferences most can agree, the core function of a logo is to stimulate brand awareness and maximize marketing potential.

These 4 tips will help create a logo with a lasting impact

1. Invest
First, determine the budget you’re working with. Investing in a logo is one of the most important first steps of brand development. Prices can range from $200 to upwards of $200,000. Factors that impact the price such as project requirements, timeline and agency experience. Like any design element, logos are not a commodity. The value of a memorable trademark cannot be calculated by how many hours it takes to create it. While emerging contest and freelance bidding websites like 99designs and Designhill may seem attractive to new business owners, a logo design with an inexpensive price tag may have repercussions. By using these sites you are at risk of engaging with inexperienced artists, receiving little or no communication and even plagiarism. Be sure to choose a designer who will work closely with you and encourage useful feedback.

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2. Detailed brief
Developing an effective design brief is critical in ensuring a successful outcome. A brief is a document outlining business objectives and corresponding design strategies. It gets the creative juices flowing and helps the designer think strategically about design solutions. Design briefs can take on various forms but should always include a summary of the project, project goals, target audience, project specifications and timeline.

3. Don’t underestimate the power of color
When thinking about a logo for your business, it is important to take into account the way people interpret color. The use of color can bring multiple layers of meaning, from primitive responses based on millions of years of evolved instinct to associations we make based on personal experiences. Psychologists have studied how people are affected by color and found there is a strong correlation between color and emotional response, therefore it is closely tied to how a brand is understood. For example, restaurants like Pizza Hut, KFC and Tim Horton’s use red in their logos to stimulate hunger. Black, white, silver and gold are often used in the logos of luxury brands like Prada and Michael Kors to enhance the feeling of sophistication.

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Piccolo is a strong example of incorporating color into branding. As a children’s design company, the bright texture appeals to our visual senses encouraging creativity. Brighter hues stimulate feelings of energy and evoke a strong response or reaction.

4. Give useful feedback
Your designer may actually present a logo that is close to what you’re looking for, but there are often revisions needed. It’s up to you to communicate your needs and provide the designer with specific feedback that is useful. Instead of saying, “I don’t like any of them,” try to articulate what you’d like to see more of and have some examples of what you do like. Offer clear direction without taking over. If you have found a designer that you feel understands your needs, you can be confident he or she will present you with quality work.

Stephanie Modenese

Lead Designer