Creating an impactful, inspiring and memorable brand logo is no easy task. What may appear as a simplistic design is actually a complex tapestry of brand personality, refined color optimization and appropriate stylistic choices. Although mastering the art of logo design is a challenge, the most profound lessons are learned by the success of others.
#1 – Entice Customers by Appealing to Underlying Desire
Brand logos must appeal to the underlying desire established by marketing tactics and demographic traits. Red Bull is an excellent example. Its logo features battling red bulls with a yellow circle in the background. This entices customers as it suggests their product is powerful and strong, two elements anyone who reaches for a Red Bull finds appealing. The yellow background stimulates psychological feelings of heightened awareness, while the red colors add a sense of urgency while grabbing your attention.
#2 – Attract via Unique Imagery (Don’t be Predictable)
How many dental offices feature a tooth or smile as their logo? Even though this imagery is appropriate based on their industry, how is this design memorable, enticing or unique? Never give in to the temptation of easy designs. For example, a rental company shouldn’t use a car as part of their logo. Instead, do what many brands, such as Toyota, have done. Instead of a car, Toyota reimagined its name and created a symbol that’s wholly unique. Without ever seeing a single word, you immediately recognize this circular graphic as Toyota.
#3 – Avoid Limiting Your Relevance (Say NO to Trends)
Trends are hard to escape. From design catalogs to content styles, our visual world is constantly shifting. Adhering to specific trends can boost certain business results, but logo design isn’t one of them. Focus on styling your logo so it’s not capable of ever becoming old and outdated. Coca-Cola, Nike and Apple are excellent examples of timeless logo design. Although it may seem impossible to reach this level of timelessness, it’s actually fairly straightforward. Simply allow your logo to be an extension of your uniqueness. After all, there has ever, and will ever, be only one of you.
#4 – Strive to Innovate not Imitate (Catalyze Brand Boldness)
The brainstorming phase of logo design should be filled with competitor research and analysis. Not only does this provide insights into specific design elements your shared demographic finds appealing, but it guides you to a final design that’s wholly unique. Mirroring trends, or even certain design elements, dilutes your brand personality, confidence and uniqueness. Airbnb is the perfect example of an innovative logo design. Its uninterrupted line forms the basic shape of an “A,” but without explicitly proclaiming the brand. If you haven’t noticed, sometimes the best logos are mere symbols instead of actual words.
#5 – The Sweet Success of Simply Simple Style
Your logo isn’t a billboard. The more simplistic your design, the more impactful it becomes. Much like a business tagline, a logo should tell your entire story without “saying” a single word. This is where creativity and brand awareness comes into play. Consider some of the world’s most recognized logos. Regardless of industry or scope, the common link among all designs is simplicity. When designing, consistently ask yourself if the logo can be simplified even more. If the answer is yes, continue to strip away its design until it reaches its most simplistic form without reducing its visual impact.
#6 – Brand Strength and Design Consistency – The Ultimate Connection
In this definition, consistency refers to anticipated designs based on industry. For example, Apple uses an apple as its brand logo. This is not only a simple and straightforward visual, but satisfies the psychological element of branding. Since apples are commonly associated with knowledge, this logo suggests you’re not only making a smart buying decision, but its products are smartly designed. The takeaway is simple: logo design should trigger both psychological and industry-relevant feelings.
#7 – Catalyze Brand Awareness With Psychology
Successful marketing tactics have more to do with psychology than swanky designs and catchy copywriting. Everything from logo shape to color hues influence perception. Take advantage of these well-researched psychological cues when designing your logo. For example, Adidas uses an undefined triangle shape, which customers translate to stable and power. General Electric stimulates feelings of community and unity through its circular GE logo. Colors are equally as impactful. For example, the Yahoo! logo is purple, which triggers feelings of creativity and imagination, while Sony sticks to a black pallet to foster feelings of sophistication, formality and strength.
Logo design requires a thorough understanding of both industry trends and consumer expectations. This visual representation of your business must withstand the test of time while satisfying the psychological needs of your demographic. While explicit designs will vary, every logo shares a universal quality: uniqueness, consistency and versatility.
