A brand logo influences consumer perception, behavior, and interaction with your organization. There is a lot to consider for a brand’s logo design.
Should the logo be descriptive or non-descriptive? Do we use thin lines, diagonal lines, or squiggly lines? Which font is more likely to build trust around the brand? What will the icons used indicate about my brand and services? Where should the different elements of my design be placed?
Consumer behavior research can help narrow down logo designs. Consider these consumer behavior statistics to get started:
- Descriptive logos are more likely to boost brand performance than non-descriptive logos, giving descriptive logos more power. 60% of companies use descriptive logos while 40% use non-descriptive logos.
- Over 80% of consumers say that color is the main determinant of purchasing a product or using a service. Also, using color escalates brand recognition by 80%.
- About 33% of the top 100 brands in the world include the color blue.
- People form an opinion about your logo within 10 seconds of a first glance. However, a first impression about the brand is developed within 7 seconds of interaction.
- It takes between 5-7 impressions to increase brand awareness and develop brand recognition. Having a well-designed logo is key to sustaining those impressions.
Overall, an effective logo should be versatile, memorable, practical, and long-lasting. The logo should create desire, interest, and trust among consumers. This is crucial for small businesses. Small businesses can learn from larger companies on how to keep the logo simple, yet unforgettable.
Here are tips on how to design an effective logo:
Think about your brand values
The logo should speak to who the company is as a brand. The logo may hint at the broad category of services offered by your company. Use your brand’s mission statement and other defining items when creating your logo. Take those values and match colors, fonts, and icons to create the logo.
Understand the meaning behind colors and fonts
Colors can vary in meaning depending on cultures, geographic locations, and other characteristics. It is important to research the meaning behind colors for your specific demographics and target audience. Fonts are just as critical. Do you want a font that is young and casual or sophisticated and bold?
Keep it simple
Logos are the easiest identifiers for any brand. The logo design should speak to the brand’s mission and be an icon that easily pops into consumers’ minds. For example, think of the Nike logo. That simple swoosh instantly resembles Nike and calls to mind their slogan, “Just Do It”. Brand recognition is very important in competitive environments. Make your logo easy to remember but also unique.
Incorporate a slogan or words that describe your brand
Using words in a logo is not the route for every brand. As previously mentioned, simplicity is key when designing a logo. However, small businesses are more encouraged to use descriptive logos, using the brand name in the logo, to boost brand recognition. Consider placing words around the company name and focus image of the logo so that the logo size is easy to minimize when using it for promotional tools.
Utilize other sources to build the logo
Designing a logo is not always an easy task. There is a lot to consider when constructing it, but you do not have to make it all on your own. There are thousands of resources to help build an effective logo. Canva, Photoshop, and Logo Maker are just a few of the many platforms available for logo creation.
Look into competitor branding. Research other similar small businesses logos, slogans, and brand values. Competitor research helps identify trends in the industry. This research will help your brand connect with the established customer base.
Picture the logo on other creative materials
Is your logo something that you would be proud to wear on a shirt? Is it something you would love to see on social media, pamphlets, or other websites? Ask yourself these questions as you are designing your logo. Think of the long-term. Logo redesigns lead to mixed emotions about the brand and reevaluation of emotions towards the brand. Will the logo still be relevant in a few years?
The logo is a defining characteristic of any brand. Keep these tips and statistics in mind while you are designing or redesigning your logo.
Need assistance with your marketing materials? Contact our team today at Sweet Rose Studios!