Creating an Effective Brand Logo


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Having an attention-grabbing brand is imperative in today’s competitive market. A brand has to look good and it has to sound good. That’s where the name and the logo come in. They may be the first contact an outsider has with your brand and so they have to make a good impression. Here are some tips when creating a solid logo.

Identify Your Target Audience

As Referral Marketing Expert Paula Hope states: “to be specific is to be terrific”.

Know who your product is aimed at and make your brand reflect them. For example, if your product is a toy aimed at children, the logo should be fun and simplistic. However, if your product is an insurance company, you may want to lay off the bright colors and cartoonish imagery to project a more serious tone.

Create a Solid Identity

Your logo, brand name and the nature of your brand must all work in harmony. A conflicting brand will give off confusing results. For this reason, it is important that brand sticks to one identity so that when people see your logo, they think of your product.

That said, it can be beneficial to think outside the box. Take Apple, for instance – the brand’s product has nothing to do with the fruit. However, the logo still works in conjunction with the brand name.

Choose Your Colors Wisely

Psychologists at the Logo Company released an article The Science Behind Colours, which looks into the different effect colors have on a viewers. Colors such as red signify something energetic, sexy and bold, whilst blue is more professional, medical, tranquil and trustworthy.

Correctly using colors can help translate the message of your brand. Different fonts can produce similar effects.

Hire a professional to create your logo

Take your ideas to a professional who can come up with a flashy design for you. Some of us may already have design tool programs on our computers. However, cutting corners here will run the risk of damaging your brand’s professionalism. Unless you are a graphic designer by trade, let the experts handle this aspect for you.

Beware of Trademarking

Logos can be trademarked. It is therefore important to some research to make sure your ideas aren’t already in use.

As trademark attorney Xavier Morales explains: “if Adidas started a new line of shoes using Nike’s swoosh logo, they would be in violation of Nike’s trademark rights. Nike could then sue Adidas for trademark infringement.”

Of course, if your logo is unique and characteristic enough, you may wish to apply for trademark yourself to prevent anyone else nabbing it!

Be Clever, but Don’t Overcomplicate

Many logos stand the test of time because they are smart. Take the Fedex logo with it’s hidden arrow in it. That said, when coming up with a witty design, you shouldn’t get bogged down in complexity. A logo should be clear and simple enough that it is easily recognizable. If there is too much detail, people may not even realize it is a logo.

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