Branding allows you to cut through all the fluff and get down to the ‘why’ of your business. The modern-day (savvy) consumer doesn’t just look at the price and quality of a product but the company ethos itself.
They are looking to buy products and services that have a higher emotional value. In other words, consumers need to be emotionally connected with your brand.
Your logo design should give people reasons to care about your brand, i.e. allow them to become a part of something bigger than themselves. Therefore, come up with a logo design that reflects your company’s personality and projects an emotional picture for your customers to relate to.
So what characteristics should define the perfect logo?
The primary reason why your logo design should be kept simple is that it becomes easier for people to recall. Look at international sports brands like Nike (swoosh), Adidas (3 stripes), Under Armour (H), and Timberland (tree of life) as good examples of simple logo marques that work comfortably across various mediums from products to marketing collateral.
There are so many different shapes you can use in your logo. You can go for edged logos, circular logos, and even logo designs that are triangular in shape! The different shapes also represent different qualities too:
- Edged shape: stability, firmness, strength, and uprightness.
- Circular shape: community, relationship, continuity, and endurance.
- Triangular: continuity, cycle, power, and logic.
Isn’t it interesting how different shapes can have different meanings? Shapes can either be used to confine the logo design or to give the logo a particular form.
Choosing the right colour for your logo is an intricate process and should be dealt with, with utmost care and patience. This is because different colours can project different visual messages, especially on an international stage. And yes, colours can make your logo speak! Here’s some psychology on the meaning of colours.
- Red: passion, energy, or aggression.
- Black: presence, authority, or elegance.
- Blue: reliability, professionalism, identity, or tech.
- Green: serenity, health, nature, or wealth.
You get the idea. Choose colours that are representative and send the right message to your audience.
Every font has a unique personality and purpose. While working on your logo, it’s important to know which font matches the intended tone of communication. Serif fonts portray tradition and sophistication. Sans serif fonts are modern and neutral. Slab serifs are bold and contemporary. Script fonts are elegant and stylish.
The fonts you use for your logo can evoke different emotions.
- Serif: Traditional, Sophisticated, Reliable, Timeless, Formal.
- San Serif: Modern, Clean, Objective, Stability, Universal.
- Script: Elegant, Classic, Feminine, Decorative, Personal.
- Slab Serif: Bold, Dominant, Significant.
Lastly, we can never stress enough the use of space in your logo design. The blank space, or negative space, or background space can make your logo design come alive and spring into existence. The white space (air) can offer clarity to the logo design and make it visually appealing when used correctly.
It doesn’t matter if your business is big or small, you need to have a solid branding strategy developed by a professional. So, what are you waiting for? Get started with a well-designed logo today from One Tribe Digital Media and invest in your future connections!