If digital marketing experts know anything, it’s that the little things can go a long way. All the little details matter a lot to brands. Things like site loading speed, one negative and unaddressed Yelp review, or even subpar customer service can take a toll on a business’s success. While nothing is perfect and getting hung up on the little things can be exasperating, paying attention to detail and putting the work into menial marketing efforts can make all the difference.
Logos, for example, may seem like an insignificant or unnecessary ailment, but they actually have a pretty big impact. A logo is like a calling card for your brand and this small graphic can play a major role in a consumer’s first impressions of your business – and we always say first impressions are lasting!
So how do you design the perfect logo? There are several approaches you can take to create a logo concept. It’s important to understand the qualities of a great logo so you can really entice potential customers to learn more about your business.
From the design experts at Zero Gravity Marketing, here are the most essential qualities to incorporate into your brand’s logo. But first, let’s break down the basics of logo design and why it’s important to put extra thought into yours.
Why Is a Logo Important?
Logos grab the attention of potential customers and make a strong first impression. They function as the visual foundation of your brand identity and they’re what separate you from your competition. The goal is to create a memorable logo, foster brand loyalty, and entice your audience to get excited about your company. Start by asking yourself what your brand stands for and hire a design team to help you develop a concept. Then creatively incorporate these elements into one concise design.
What Makes a Great Logo?
While some things come down to preference and audience, there are a few must-have elements every logo needs.
An Aesthetically Pleasing Design
Aesthetic really comes down to your brand and customers. It should take into account who you are trying to sell to and what attracts (or would attract) these buyer personas, as well as what makes your brand unique. The artwork should creatively embody and embrace your brand’s culture and values in an expressive display of colors, symbols, or branded graphics.
Several businesses nailed the logo aesthetic, like Starbucks, which incorporates their signature brand color (a calming forest green) and a cute, smiling mermaid that coffee drinkers around the world recognize. Patagonia is another brand with an aesthetically pleasing logo, featuring serene sunset colors behind a beautiful mountain range.
A well-crafted logo should be pretty simplistic. Don’t overdo the dramatics – for example, drop shadows and gradient fills. Instead, keep it as simple as possible. Try to use shapes, hues, and creativity where you can. Aim to create a timeless logo to save yourself the frustration and added costs associated with dealing with a redesign down the road. The simpler the better! Take Nike for example. That simple black check is an incredibly effective logo. It’s become a universal symbol and it meshes seamlessly with their brand’s tagline, “Just do it.”
Graphic design is all about visual communication. People who create logo art have a clear understanding of what your brand is trying to say and which visuals will convey this message. Certain emotions and feelings can be brought out by particular images or even the shape of the logo itself. It’s important to understand what characteristics you want your brand to display since each shape represents a different attribute.
For instance, circles and ovals are often seen as friendly and inviting, while curvy lines are playful or relaxing. If you’re going for leadership or authority, triangles might be your best bet, while squares and rectangles showcase efficiency and trustworthiness. There are a lot of geometrical shapes and figures that can evoke thoughts, feelings, and emotions from your audience. A well-trained graphic designer will know how to pull these emotions out of your brand and put them into your logo.
You want customers to remember your logo by creating a connection with your audience to generate interest in your brand. When customers can easily identify your logo and immediately make the connection, they’ll associate this logo with your business and their customer experience. If your logo is easy to remember, it’ll produce a strong impact that’s valuable.
A well-designed logo should look equally as awesome on any device, from laptops to phones to in-store screens and t-shirts. This will save you money because it means you don’t have to create separate logos for various forms of media and products, which can ultimately diminish your brand identity in the eyes of consumers. Having one universal logo that looks great anywhere is key.
An “Aha” Moment
Logos that contain surprises or hidden meanings are very memorable and valuable to brands. Have you ever noticed that there’s a hidden arrow in the “Ex” of FedEx’s logo? It’s meant to symbolize fast, direct delivery – a staple of this business.
Try to create a logo with a fun surprise that also contains symbolism and makes customers go, “aha.” This will make your logo and brand even more memorable, creative, and unique in the eyes of consumers.
A Strong Impression
You should be able to reduce your logo to a single color and still have it maintain a great presence. Often, you’ll need a black-and-white-only version for various marketing materials. If your logo isn’t strong enough to stand alone, it’s not getting you your money’s worth. A strong logo doesn’t need a variety of bold colors and symbols to stand out. Oftentimes the simple ones are the most impactful, like the World Wildlife Fund’s black and white panda or Apple’s solid black apple.
All visuals can impact the mood of your brand’s logo. While most people think of the images themselves, this also applies to typography. The way your text appears can influence consumers’ perceptions of your brand just as much as what the words themselves actually say. If you include text in your logo design, incorporate it seamlessly. You want your graphic and text to appear as one logo instead of two separate designs.
Partner with ZGM’s Design Team for Logos that Impress
Need help with your logo design? Our design team is here to help! We at Zero Gravity Marketing believe in the little details that could take your brand from ordinary to extraordinary. From logos to website design, our design experts can do it all. We invite you to reach out to our experts to learn more about our services and let us know how we can help your brand be better recognized.