The fact of the matter is that some brands succeed and some brands fail. One of the things that can make a difference is the type of logo you choose. This is because your logo is a signature that identifies your business. Paul Rand wrote, "A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around."
So, how do you know if your logo is right for your brand? Make sure it contains these key qualities: it tells the story of your brand, it's simple and straightforward, it's unique and speaks to your target audience, It's timeless, it uses consistent color scheme and space, it uses design psychology, it is streamlined and balanced, and it's instantly recognizable and memorable. You also want to ensure it isn't similar to another brand, isn't offensive, and doesn't make people cringe.
You must remember that the logo is the public face of your brand. Decide how you want to present your business and create a logo design that conveys that message in a picture. Ask yourself how you want people to feel when they encounter your business. What descriptive words would they write down if asked? This is the jumping-off point for which you will build your logo.
Next. you want to use a color that makes your logo stand out. There is an entire psychology devoted to emotional associations with colors. You can use the color chart to determine the colors associated with the descriptive words your ideal customer wrote down for your business. You can mix and match colors, or go for one bold statement. The creativity is completely up to you. Feel free to play around with various mixtures and see how it makes you feel. You will know when you have hit the right combination, which ultimately may be black and white. Be open and have fun with it.
Keep in mind there are various types of logos. You can have text-only or wordmark identity, monograms and letter marks, and a combination of symbols and words. Make sure your design elements are balanced. If you are professional make sure your logo conveys that message. If you are a professional but are creative and original, show it. This is the place for the personality of your business to shine. You also want to make sure it is versatile enough to be printed on stickers, t-shirts, hats, flyers, social media, websites, and wherever else you want to showcase and market your company.
Designing a logo shouldn't be a quick decision. It should be thought out and it should represent the brand of your company. There are many designers who will give you a quick logo designed around other similar logos they have created for companies in the same industry as you. However, if you want something unique, think about taking the time to create it yourself, or hiring a professional to do it for you. It may cost a little more upfront, but it is worth the investment in your company brand.
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