If you own a business or planning a startup, you’ve probably been thinking about your logo.
The problem with a lot of companies is they don’t put much thought into the design of their logo. Even though it becomes the first impression and representation of their brand. This can lead to a lot of problems from not appealing to your audience, looking unprofessional and overall just not creating a very good first impression of your business.
Whether you’re thinking about designing your own logo, hiring a professional or just reviewing your current logo, this step by step guide is perfect for any business logo design. Follow this guide and you’ll be on track to creating a powerful logo that actually works for your business.
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Step 1: What do you want to convey?
Think about how your business wants to be represented. Write down the emotions and feelings you want your business to convey, as well as the services or products you are selling.
Through the power of images, colours, fonts and overall style of your logo, you can represent your business perfectly with your logo.
Let’s take Evian as an example which is a water brand. They sell natural spring water and have included the tops of mountains which represents the natural element of their business perfectly. It makes us believe the water we’re drinking has came straight from a mountain stream.
Step 2: Identify your target audience
This step is as equally important as the first step as they go hand in hand. You need to create a logo that doesn’t just represent your business, but also appeals directly to your target audience.
All the decisions you make with your logo should be focused on your audience and what you want to convey. If you have an audience of 60+ years old, your logo will have be significantly different to a logo that targets 18 – 25 year olds.
Really get specific with your target audience, you want to create a logo that appeals to your perfect customer. Maybe this guide will help you define your target audience.
Step 3: Research your competitors
Time for some detective work. This part is so important as you can find not only what makes a logo in your industry tick, but also how you can make your logo different to magnify your USP’s or just straight up stand out!
You should know who your competitors are, so take a look at their logos. You’ll probably find that they really aren’t that great, which is great for you since you can make yours so much better.
When you’ve finished taking a look at what colours, shapes, icons, fonts and styles of their logos, you can then move onto the large worldwide brands that dominate your market. Look for patterns and find out what works for them. You’ll notice a massive difference with the quality of logo from a large worldwide brand to a small business operating on a small scale.
Take a note of these differences and use it to your advantage. You want your logo to look like an industry leading brand, which shadows your competitors.
Step: 4: Sketch concept ideas
It’s time to sketch your ideas. Even if you are passing the logo project onto a designer, you can still have a go at sketching something from your own ideas and then let a professional bring it to life for you.
Start sketching without any inspiration in front of you and it will increase the chances of you coming up with something completely unique and fresh. You’ll be surprised how well this works!
Once you’ve got a page or 2 full of ideas, eliminate the designs that don’t work and move onto the next step.
Step 5: Choose your colours carefully
This part is so important, whether you are going to create your logo yourself, or simply just tell your designer what colours you want. Colours have meanings and they are so much more important than you think.
They have a MASSIVE impact on your logo.
Also remember the logos you researched and what colours they used. If all the big businesses used a similar colour in your industry, then it’s probably wise to select something along those lines for yours as they obviously work well for them.
However, don’t be afraid to go outside the box as long as it’s a sensible, thought-driven decision. We don’t want to put anyone off by going over the top with a bad choice of colour.
Step 6: Test and simplify your logo
Think of how many massive brands have changed their logos over the years. Many of them have evolved including Apple, Pepsi and IMB. Take a look at this infographic and you will notice the logo becomes more simple and stripped back each time.
Try removing the 3D effects of your logo, making your icons simpler, increasing space around the text and changing the font to a more simple, plain and easy to read typeface. The more simple a logo is, the stronger it looks.
Test different fonts too and see which feels best for your brand. I discovered that companies actually link their profits to their fonts. Infact, White Mountain Footwear noticed a 20% increase in sales the day after launching their new logo – so choose wisely!
You also want people to be able to read your logo at a glance. To test the simplicity of your logo, try transforming it into black and white. If it looks clear and powerful, then it’s a good indicator your logo will stand the test of time.
Step 7: Turn it into a vector format
Unsure what a vector format is? Let me explain!
If you have trouble resizing your logo because it loses quality then you have a bitmap. This means your logo is created with pixels and the resolution is not responsive. With a vector however, you can resize it without losing quality at all!
You will 100% need a vector file format for your logo. If you don’t have one, you’ll struggle to make your logo look effective or even just using it in general. If you have a logo that needs to be converted to a vector then give me an email firstname.lastname@example.org and I will see what I can do 🙂
Next… Get your brand out there!
Now you have successfully created a powerful logo that represents your business perfectly, appeals directly to your audience and you have it in vector file formats then it’s time to get it out there! Use your logo on everything to do with your business and start getting remembered and noticed.
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You’ll love our blog if you have a startup or small business. I’ll be sharing my expert tips to level up your business through branding and marketing, enjoy!