Understanding LOGO Design

RM2 Project Blog Entry
written by Tammy Kollinger
Whether you’re starting a new business or trying to re-invent your marketing and brand, a great logo goes a long way. Your logo represents your company; it’s the icon that people will think of when they think of your products and services. A logo is the image that should have staying power in the consumer’s mind.

Coming up with a great design for a logo is more than just picking a cool font and a nice picture. There is a lot of thought that should go behind a great design. Is it simple enough to have staying power? What is your target audience taking away? Complicated logos might look good, but they are easy to forget. Simple logos are easier to remember, which will hopefully come to mind when your audience needs your services.

The color and shape of your logo are important at the subconscious level. Certain colors make one feel a certain way, and certain shapes bring on specific feelings. Do the shapes and colors of your logo combine to bring the right feel for your company?

And what about the font? The font is extremely important because if spells out your business name, which ultimately, you want the consumer to remember. Therefore, it needs to be clean, crisp and easy to read. If you think about well-known company logos with staying power, you’ll see the fonts are straight (as opposed to curvy or curly) and quick to read.

Finally, your logo should be transferable–meaning that it can easily be reduced for the web or a promotional pen, or enlarged for a billboard. Consider current and future uses of your logo before you settle on a particular design.

One final thought: If you’re paying good money for your logo, make sure you get the bang for your buck–and that doesn’t mean a complicated logo with all sorts of bells and whistles.  It means simplicity and it  means staying power. This is the foundation to helping build your brand.

Check our portfolio for examples of our Logo Creations Portfolio