The logo is the central element of corporate communication. A vector of the image, a means of recognition, alone can concentrate a good part of the value of the company.
What is a logo? A logo is a sign of recognition of a company or a brand. It can be a symbol, a word, a sequence of words, or even the association of a symbol with words.
All businesses normally need a logo, otherwise, they lose credibility. For some companies, less focused on the image or having less need to communicate, the logo remains a reassuring element that should be taken care of.
Tip # 1 for creating an effective logo: Look for overall consistency.**
Creating an effective logo consists of imagining a sign that characterizes, defines and summarizes the offer of a company. True to the spirit of the company, the logo allows potential customers to understand if the product is right for them, or even to identify with the offeror with the company itself.
As such, it is essential that the logo is consistent with the positioning of the company:
- Is your positioning rather refined? Gross? Vintage? Innovative?
- What is your target and what characterizes it? (tastes, favorite colors)
- What is the heart of your offer? Basically, what is your contribution?
To be effective, your logo will obviously have to be consistent with the spirit of all your communication documents.
Tip # 2: Know what you are creating a logo for.**
To create an effective logo, ask yourself the following questions:
- What is the purpose of my logo? Make known? Make people love (produce an image effect, arouse the desire or desire to stand out)? To reassure? Invite to action (trigger a conviction or intention)? The structure and message conveyed by the logo will vary depending on its underlying purpose.
- Is my product/service in demand for its utility-price ratio, or for its distinctiveness? In the first case, the logo should focus on the use and effectiveness of the product. In the second case, the logo should rather show an original and “trendy” character.
Finally, to help you, consider creating your slogan at the same time as your custom logo design.
Tip # 3: Keep it simple and clear.
An effective logo is a simple logo. The point is to clarify the message, not to confuse it. However, this is easier said than done: a too simple logo could convey a poor image while the aim was refinement and luxury…
Tip # 4: Talk to people’s subconscious to reassure them.
Our brains are full of symbols and structuring ideas, on which we constantly rely. The best logos use these types of reassuring and meaningful ideas. Be careful, however, not to fall into simplicity.
Tip # 5: Look for originality, but not too much.
An effective logo is a minimum original logo because it must be attractive. The goal is to make a positive impression without causing discomfort or disgust. A word of advice: be creative!
Tip # 6: Choose an easily remembered word, sign or symbol.
Here is another use of the logo, and not the least: to help memorize the offer.
Tip # 7 for creating an effective logo: Avoid styles seen and reviewed.
When it comes to logos, it is better to avoid clichés and abandon old trends. The worst would be to use a logo free of rights, present everywhere.
It is not forbidden to be inspired by styles that have long been part of the collective unconscious, but you absolutely must bring originality that will give a “new” side to your brand.
Tip # 8: Use custom typography.
To be original, unique and timeless, the ideal would be to opt for a personalized font.
Tip # 9: Create a dynamic logo.
Consider injecting a dynamic character into your logo, creating an impression of movement upwards or to the right (direction of reading).
Tip # 10: Go for a logo that speaks to everyone.
Beware of cultural differences! Opt for a logo that goes everywhere, easily pronounced in different languages and adapted to foreign territories, especially if you want to export.
Tip # 11: Submit your logo ideas to those around you!
We understand that creating a logo is a particularly difficult exercise, because it is subjective. A logo rarely appeals to everyone, each marked by their own culture and intimate preferences. To put the odds in your favor, create several logos and submit them to those around you, asking them what each image means to them. If possible, target profiles that match your potential customers.
Tip # 12: Go for a balanced logo.
To be reassuring, your logo should be balanced in its proportions, for example symmetrical. A glaring imbalance could reflect a negative image of your business.
Tip # 13 to create an effective logo: Call in a professional!
There is no secret: to create a truly effective logo, it is better to go through a seasoned professional graphic designer.