pixel

3 Tips On Designing A Great Logo

Gary Green
Jah Brown
March 10, 2020

Having a great logo is absolutely essential for your business. It's often the first thing customers see and the last thing they remember.

There's no excuse these days not to have a great logo. There are plenty of great designers out there who won't break the bank. And, if you fancy having a go yourself, modern design software is very user friendly:

  • Illustrator
  • Photoshop
  • Canva
  • Spark

In today's article, we'll give you our top three tips on logo design.

1. Logos Are "Branding" Not "Design"

Coming up with a great logo is primarily a branding exercise. It's not the time to show off your design skills. And it shouldn't look pretty just for the sake of it.

Your logo is the representation of your business. As such, it's crucial that it strengthens the brand in the following ways:

  • Striking - brand competition is high (particularly in retail and FMCG), so make sure your logo stands out
  • Memorable - when people see your logo again, they should immediately remember who you are and what you do
  • Congruent - your logo should match your company ethos and values (this affects design and colour scheme)

Too often, designers get too cute and too clever when coming up with a logo. The logo isn't there to explain your company, only to represent your company.

The Youtube channel of The Futur branding agency has some great videos on this topic.

2. It Needs To Work In Black And White

Colour is a huge part of a logo. Colour affects mood, it affects brand perception and it can even drive action. In fact, you can have a lot of fun playing around with a colour wheel to see which combinations and palettes work well for your brand.

Having said all that, it's essential that your logo works in black and white. In fact, most good designers will actually work on the logo in black and white first (the "sketching phase"), before even thinking about colour.

Your logo will often need to be used in non-colour environments:

  • Documents
  • Emails
  • Newspapers
  • Stationery

If your logo is too reliant on colour, you will struggle to get brand recognition when it's rendered in black and white. Great logos are instantly recognisable even without their key colours: Apple, Nike, McDonald's...

3. It Needs To Work At All Sizes

Your logo will also find itself being displayed at all sizes. This could be anything from a tiny app icon to a huge out-of-home advert like a billboard or shop sign. As such, it needs to be clear, recognisable and readable at every size.

Most logos are actually fine when blown up to a large size. It's when they are shrunk to fit a website button or a branded pencil that poorly designed logos can struggle.

If your logo is too "busy" it won't be clear at small sizes. This means be careful of too much:

  • Fine detail
  • Thin lines
  • Small text
  • Elaborate design elements

If you already have an elaborate logo, you might be able to create a simpler version for small sizes. But ideally your logo should be consistent across your branding.

If you'd like to discuss any aspect of digital marketing with us, please get in touch.

Tell us about your project...
Fill in your details to get started and join over 50 businesses enjoying Key Business Marketing's expertise..
We adhere to strict GDPR rules and do not reveal or sell your data to any third-parties. For more, please read our Privacy Policy.
Latest Insights
January 13, 2022
The Top Traits And Skills Social Media Managers Need

It wasn’t so long ago that social media managers didn’t even exist. However, now, virtually all...

January 11, 2022
Top Free Tools For Keyword Research and SEO

It’s fair to say that keyword research is no longer only about “keywords”. Rather, it’s about...

January 6, 2022
A Content Marketing Report For B2B Businesses

An analysis of B2B companies was carried out to gain a better understanding of the ways...

January 4, 2022
A Marketer’s Guide To The Top Social Media Tools

It’s fair to say that social media can be a minefield. Yet it’s one that must...

December 30, 2021
SEO Techniques To Increase Brand Awareness And Organic Traffic

Raising brand awareness while driving up organic traffic to a website requires effective SEO practices. However,...

December 28, 2021
Four Definitive Real-World Examples Of Growth Hacking

There are some seriously impressive examples of growth hacking out there, executed by some leading organizations....

December 23, 2021
SEO Pros Reveal The Most Frustrating Practices In Web Design

SEO professionals often find practices in web design frustrating since they can interfere with their SEO...

December 21, 2021
Top Google SEO Tips For 2022 and Beyond

Having effective SEO strategies is essential if you want your Google campaign to be successful. It...

December 16, 2021
The Google Search Algorithm Demystified

There is an enormous wealth of information out there online, so finding what you’re searching for...

View Our latest insights »
Get the latest digital marketing insights delivered straight to your inbox
We care about the protection of your data. No spam. Unsubscribe anytime.
02037 282 848
Mon-Fri 9am - 5.30pm
contact@keybusinessmarketing.co.uk
Digital marketing guidance at your fingertips
Copyright © 2022 KEY BM LTD Reg: E&W 11055943
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram