1. Know Your Audience
Who is the target audience for your brand or company? The answer to this question can dictate many aspects of your logo. If your company were geared towards kids, perhaps you would use bright colors and a chunky, free form font in your logo. Where as if it were geared towards middle-aged adults, you would want to take another approach. Healthcare industries, websites, childcare products, food; each market has a different style and it’s important to know where you fit in.
2. Logotype vs. Logomark
A logotype is referring to a logo with words alone. Think of HERSHEYS. A simple logo created from sans-serif text. A logomark, on the other hand, is a symbol in place of your company name. For instance, think of Apple Computers. Their use of a single apple as their logo has become iconic and is now recognized worldwide. It is important to know which you prefer. Perhaps you want a combination of the two? Decide before you start your logo creation so you can plan accordingly.
3. If In Doubt – Leave It Out
Think simple. The faster that you can communicate your brand message through your logo, the faster your clients will accept it. Do you have the urge to add a little leaf next to the title of your company because “its pretty”? Sure, you might be an eco friendly company… but stop and think! The more clutter and junk you add, the more you take away from your brand. So if you find yourself in this situation while creating your logo and you doubt this new element…leave it out.
4. Test It Out
There are two basic tests that you should put your logo through before you finalize it. First, does the logo work in black and white? By this time in your process, your logo should be simple and effective enough to get the message across even in black and white. Adding color should only enhance your logo even more. Secondly, is it scalable? You’ve got to remember that this logo is going to be used on several different mediums, and it’s your job to make sure that it can. Try scaling your logo down really small. Think business card size. Does your logo lose its shape and readability? Now print it out. This is important because many times while working on the computer we can lose track of the actual scale of things. You can also try this test in the opposite direction and scale everything bigger.
5. Style Guides
A style sheet is a document providing all of the approved versions of your logo. Style guides aren’t always necessary, but they really help in many cases. If you are planning to pass your logo on to another company for advertising or to a printer for your marketing materials, this guide lets them know the correct colors and combinations of your logo that work for you.
Do you have questions about your company’s logo? Are you looking to rebrand? Contact the Voltage team today!