1. Be unique and clever
A logo is what helps distinguish a brand from its competitors, so it's important that the image stands out from the rest — something many brands struggle with.
2. Understand the brand
Yes, a logo is an image, but it’s also an introduction to a brand. The logo must reach a specific audience and when designing, you must keep this in mind. Write down what you think about the brand; perhaps even create a mood board with imagery that reminds you of the brand’s ideology — check out websites like Niice for some inspiration. But be wary of becoming inspired by only aesthetics rather than deeper meaning. "Researching other visual brands can be helpful, but designers need to be careful not to take the inspirations too literally," Harkins says. "Any design work must be original and map directly back to your client’s unique brand attributes."
3. Color is key
When taking the brand’s personality into account, you have to think about every aspect of the image. Bright and bold colors may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked. Every color has a different implication and can bring nuance to your message — don't fall into the trap of conveying the wrong message because of a simple brush stroke. The Logo Company released an article "The Science Behind Colors" and an infographic displaying The Psychology of Color in Logo Design.
4. What's in a name?
According to Airey, a logo consists of two elements: A wordmark and a symbol. Before a company can think about solely representing itself with a symbol, a great deal of advertising must be done (think: Starbucks or Mercedes). Some companies choose to stick to Logotype entirely, like Ray-Ban, Coca-Cola and IBM.
5. Keep it easy and flexible
It’s important to have a balanced combination of simple and quirky — you want your logo to be interesting, but you don’t want someone to have to sit and stare, analyzing the logo. A good example is FedEx's logo, a simple Logotype with a twist. The image utilizes negative space to create an arrow which connotes speed, precision and direction. Additionally, the company changes the color of the “Ex” in order to classify the type of shipping. Amazon, too, uses just its name, but also refers to its wide inventory with a small arrow pointing from a → z.
IMAGE: FEDEX; AMAZON
6. Don't expect instant success
Nike; Puma; Audi — all iconic logos, but like with anything successful, it took time for these to gain popularity. Logos won’t become instantly iconic, even if you’ve designed the most beautiful combination of vectors. It depends on the product’s success and the market in which it exists. "What you think is your best design might very well be for a local craft store that only people in the nearby area ever see. And the design won’t be classed as iconic because it doesn’t have the reach of multinational businesses," Airey says.
6. Don't expect instant success
Nike; Puma; Audi — all iconic logos, but like with anything successful, it took time for these to gain popularity. Logos won’t become instantly iconic, even if you’ve designed the most beautiful combination of vectors. It depends on the product’s success and the market in which it exists. "What you think is your best design might very well be for a local craft store that only people in the nearby area ever see. And the design won’t be classed as iconic because it doesn’t have the reach of multinational businesses," Airey says. "Ultimately, iconic design status can only be achieved if the client fulfills their potential, too."
7. Use online resources and tools
There is a vast sea of information online for those who need some inspiration, collaboration or assistance when designing a company logo.
99designs offers both a Logo Store equipped with unique, hand-vetted logos for those on a tighter budget looking for off-the-shelf ideas, and the site provides an opportunity for more personalized contests where customers are integral to the outcome from the beginning. The website also helps clients make the tough decision between loads of logo submissions. "99designs customers can create a poll of their favorite submissions, and share a link via social networks and email inviting people to vote," Harkins says. "Often they’re surprised when the design they were leaning toward doesn’t come out on top! But ultimately, they need to own their decision."
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