Marketing Matters – Designing a logo & business branding
Best practice – design a logo
Redesigns of logos are used to relaunch a company with a fresh look, or to announce a change of direction. If you are a business just starting out, how do you go about designing a first logo? What’s best practice when it comes to business branding?
What’s your logo concept
A successful logo becomes shorthand for your company. It can be your public face on your marketing material, the shorthand display picture on social media and the thing that people remember from your marketing. The first thing to consider is what you would like your logo to say about your business. What’s the concept?
What do you want your logo to say
A graphical representation of your whole company is difficult in the small space that a logo occupies. Think of the logo as shorthand. The Technique Print logo is a proofreaders’ mark so has that connection with printing. It is actually called a pilcrow, and is reversed to match a P-for-Printing. We’re sure you didn’t get all of that when you looked at it though 😉
What does your font choice for your logo say. Investigate different fonts and how they affect the look of your logo. Does the font position your company as classical, modern, funky or something else? Look at other logos and see which you like and why.
What pitfalls are there in designing a logo
There’s nothing worse than designing a fantastic logo, then seeing it in a different environment and realising that there is an issue. This can be avoided by checking the following.
- Look at your logo from all angles. Reverse it, turn it upside down and see if any unknown (or undesigned!) images come to the fore. If that is an effect that you are looking for, then hidden images can be designed in to your logo if you would like to add a different level – even a subconcious one.
- Use Vector graphics rather than raster graphics. Vector graphics can be scaled without losing resolution or suffering from pixellation, which is what you need for a logo that may be reproduced in different sizes.
- Check that your logo works in colour and in black and white.
Believe in your logo
Remember the furore over the Olympics 2012 logo? It generated so much discussion, but LOCOG stuck with it. It may not have worked its way into our hearts but it stayed functional and did what it was supposed to do when it came to being recognised immediately.
If you believe in your logo, and it isn’t unknowingly obscene or hard to read, then stick with it. It may become loved. However, also be aware the impact that a logo can have on sales – as Tropicana found to its cost when it changed its logo.
Company logo design
A bit of work beforehand, a great brief to your graphic designer, and you should be left with a logo that represents your business and one that you an be proud of.