Creating the Icon of Your Company
Logo design is far more complicated than people realize. Many companies don’t fully understand the influence that a logo has over customers. In fact, many customers may not realize the impact a logo has on them. This is because customers don’t typically spend a significant amount of time examining the label on each item they purchase. However, there are subtle things that influence decisions.
Logos Create a Feeling
The expert staff at Portside Marketing understands brand development and logo design. Customers need a logo that identifies a unique brand in a simple, effective way. A brand can last forever, so it is important to take the time in creating an effective, powerful brand mark. Creating a feeling can influence a buyer to select a product or service without the person even realizing it.
Logo Design Factors
There are many factors that go into creating a great logo design. The logo will help establish a brand’s identity and influence customer’s perception of the brand. So what is the goal? The goal is to create effective brand recognition. Customers should associate positive thoughts and feelings when experiencing your product directly to your brand’s logo. Recognizing a quality product or service in relation to a logo design will help support brand loyalty. Logos can elicit feelings, such as:
- Fun or excited
The Psychology of Graphics in Logo Design
Your customers should know that they can count on that logo design to mean that they will be getting a superior product or service. These influential feelings can be accomplished by the different aspects of your logo. Each design feature plays an important role in identifying your brand. These design features include:
Consider how a logo design meshes with the overall packaging. Everything should look like it belongs together. However, be careful that the logo doesn’t get lost in the packaging design. It should be easily visible to customers so it can quickly identify your products. Studies have shown that customers are more likely to see a logo placed towards the top of the packaging. By placing a logo near the top, it also implies power and authority. The subconscious identifies that logos placed high on packaging indicates a higher quality, powerful brand.
Other Things to Consider with Logo Design
While logo placement is important, it isn’t the only important thing that you want to consider. The logo itself must be a quality design. Think about the key points of your company that you want your customers to relate to. Consider how you can incorporate those into your logo design. For example, many health-conscious brands will use the colors green and brown to indicate a connection with nature. Different font styles can relay different emotions and feelings. A blocky font style may come off as more ridged than a free-flowing font that appears more artistic. Be wary of creating an overly complex logo. Your logo should be:
With logo design, less is often more. Don’t try to incorporate too many factors as this can clutter your logo. You want your logo to identify your company but you don’t want it to be so complex that your message gets lost.
Other things that you will want to consider regarding your logo include:
- Negative space
- Active design
- Cultural differences
- Different mediums
- Different backgrounds
You’ll want to consider what isn’t there as much as you’ll want to consider what is there. Think about the impression that the negative space within your logo may influence customers. Active design can bring your logo to life by implying movement. Think about who your target market is and any potential cultural inconsistencies. You’ll also want to consider how your logo will look on different mediums and different colored backgrounds. Having a versatile logo that can be used in many ways will make things much easier for you down the road.
Finding the Right Company for Your Logo Design
There are many companies out there that claim to be superior at logo design. It’s important to take several things into consideration when searching for a company to design your company’s logo. You want a company that is experienced in both the technical and artistic aspects of logo design. Pay attention to award winning companies. Review portfolios when possible to see the logos created by the company. Think about how they make you feel about the company that they were created for.
We have award-winning logo designers on our team!
Speak with the designer directly and give them information about how you view your company and your logo design. Bouncing ideas off each other is important to the working relationship between you and your designer. You need to be comfortable talking about the logo design and discussing different options.
Logo design is important to your company on so many levels. You should find a company who is willing to work with you to create the best logo possible for you and your company.