More and more brands are getting introduced daily, and the question that I get asked often is how my logo should be, what colour, how should I get my logo done, from whom, etc. Lot of start-ups are facing the dilemma of choosing between the category colour codes or non-category colour codes. This is happening especially in the payment / banking industry where Blue is considered to be a safe colour. So what does one do?
When you want a new logo, there are some things that you should keep in mind. First and foremost remember that the logo will be your biggest asset and identity, which will tell you apart from others. Take examples of all the big brands that you can think; Coke, Nestle, Heinz, Vodafone, Surf, Colgate, Nike, Apple, etc. So when it comes to your logo, it needs to look distinct, it should stand out of the crowd and yet connect with your target audience in your category.
Key step is to do your research. Figure out who is your TG, what they want and what they prefer. What kind of product are you selling to them and what kind of impression you want them to carry about your brand? Post that, search online to understand what kind of logos is there in that category. This step is important so that you are clear what you don’t want to be.
Write down on a piece of paper what core values you want, try sketching a rough design (I don’t mean that you design a logo yourself, this is just to give you an idea and get clarity in your head) put down as many ideas as possible, this will help your designer to understand your vision better.
Ensure that you get a good graphic designer to work on your logo. These days you have crowd sourcing platforms, where you can develop good logos at a very good price. Remember getting trained professionals are always good, they will be able to tell you what looks good on screen, print, on app store, and on different medium.
Your logo should be simple, transparent, and self-explanatory. Limit the colours to maximum three in your logo design. Try to get something unique in simplicity. This is the most challenging part, to keep the logo simple and transparent yet have a subtle element that would put a smile on your customers face. (eg. The arrow in Fedex, the vertical lines in Cisco, the bear in Toblerone, Hershey’ chocolate in Hershey’s Kisses logo).
Draw-up a guideline for logo usage and stick to it wherever you use it, be it website, brochure, printed material, TV, etc. When it comes to colours choose keeping in mind, what your brand wants to speak and connote and not what category is doing. Like I mentioned earlier in payment / banking industry blue is a dominant colour but you may choose to stay out of blue and use some other colour as per your TG. Below I have mentioned which colours stand for what.
Red – It’s a very powerful and intense colour. It is bold, in your face youthful and aggressing. (brands Coke, Vodafone, Airtel)
Orange – A colour that has connotation of confidence, cheerfulness and excitement. This will be good for youth too (Miranda, JBL, GSK, Nickelodeon)
Yellow – Its all about optimism, warmth, clarity, trust and happiness (McDonald, Hallmark, Yellow Cab, NatGeo, Idea)
Blue – A colour that represents dependability, trust, expertise and integrity (American Express, IBM, HP, VW)
Green – Represents growth, confidence, trust, development, nature, health and wellbeing (Animal planet, BP, Land Rover, Android)
Grey/ silver – These colours are mostly used by up market brands because it is are associated with quality, balance, neutral and superiority (Mercedes-Benz, Gaggenau, Honda,)
Consider the above points while creating your logo and please do not use clipart in your logo design or copy some other log design even if you are tempted. Creativity is unlimited you will always find something better.