A brand’s logo is a crucial part of the brand identity, which is a reason why companies have to put a lot of effort into creating the right logo. It must be unique, memorable, and attractive, while also reflecting the brand’s values and the nature of this business. Moreover, an effective logo must be simple, which makes logo design quite a challenging task. That’s what we are going to discuss in this article.
Every logo design solution must be meaningful and intentional because a logo can either help you communicate your brand message or be confusing and misleading. Therefore, the effectiveness of your logo has a direct impact on your sales. To create an effective logo, designers must take into account the psychological features of a consumer’s brain. They need to understand what message they can convey by using certain fonts, colors, and shapes.
How Your Logo Influences Purchase Decisions
Having a well-designed logo is important for many reasons. A good logo offers numerous benefits for the brand. It can help your company stand out from competitors, trigger interest among potential customers, boost brand recognition, and explain what your brand is about. A logo is also a great communication tool because it appears on your products, business cards, annual reports, etc. Therefore, it can influence both your consumers’ and your investors’ decisions.
For instance, according to the research, such fonts as Times New Roman and Arial are perceived as mature and stable but conformist and less creative than more casual fonts. Perfect geometric shapes, like circles, squares, and triangles, are perceived as man-made, while organic shapes that resemble grass, clouds, or water ripples, are a good choice for companies that sell natural products. Various symbolic and abstract shapes can help brands establish a certain cultural context. Vibrant colors appeal more to a young audience, while black and white are more mature and sophisticated. A thoughtfully designed logo can deliver a lot of information, making people feel and act in a certain way.
The design of your logo can have a big impact on your potential customers’ behavior. People who visit your website may know nothing about your brand, but its logo will evoke certain associations, making them more or less likely to buy your products or services. According to research, even such features of your brand logo as its symmetry or asymmetry can have a considerable influence on your brand equity.
How to Create a Logo that Compels Your Visitors to Act
1. Choose colors carefully
The colors of your brand are a big part of your brand identity, so you should choose them carefully, making sure that they represent your brand correctly. For example, if your company works in the healthcare industry, blue will be a good choice because it is associated with reliability, peace, and trust. This is exactly what patients are looking for. Green is a great color for natural products. Red creates a sense of urgency, which is a good choice for limited offers and discounts. Yellow and orange are associated with happiness, which makes these colors a good fit for travel or entertainment companies. Purple is a good choice for luxury products because it creates a sense of uniqueness.
2. Find your perfect font
As we’ve already mentioned above, the font of your logo also helps convey information about your brand. You may choose a classic font like Times New Roman if your company is related to finance because it creates a sense of stability and trust. You may also choose Arial for a logistics company. However, there are many other meaningful fonts.
For example, Helvetica will make your website visitors feel like they’ve known your brand for many years. This font is used by companies such as Evian and Hoover. You might also know Garamond because this font is used by Apple and a few other well-known brands. Garamond is a great choice for a timeless design that appeals to a broad audience. If you want to combine a traditional and modern look, you may appreciate Futura. FedEx and Swissair prove that this font is a modern but friendly choice.
3. Keep it simple
Simple shapes are more memorable, and simple logos, such as logos used by Nike, Apple, or Mercedes-Benz, are the most recognizable. Not only are simple logos easy to remember, but they are also easy to recreate on different platforms, which is especially important in the digital age. For example, Slack has decided to redesign its distinctive logo because it was difficult to recreate across different platforms while using multiple logos would hurt the sense of consistency, which is also important for any brand.
4. Be unique
One of the main purposes of a brand logo is to increase brand awareness. With hundreds of logos around, brands often feel tempted to adopt popular trends, thinking that such an approach will fulfill the audience’s expectations. However, the truth is that trends come and go, and you don’t want to create a new logo every time some approach becomes obsolete. Mind trends but make originality and delivering the brand message your main priorities. You don’t want your potential customers to confuse your logo with your competitors.
5. Don’t be afraid to experiment
Creating a perfect logo may take some time, and you must be ready for it. Determine what your brand identity is, what message you want to deliver, and what your audience is interested in. When you clearly understand your goal, you should embrace the fact that you can achieve it in different ways. For example, the HP logo is letter-based, while the Dell logo is word-based. Both these logos are equally recognizable yet based on different design approaches. Play with different shapes, colors, and fonts to find a logo that meets your objectives and fits your brand.
A brand logo is much more than just a distinctive image. Its color, font, and shape can convey a lot of information about your brand, so your logo has a direct impact on the way people perceive your brand. Make sure that creating a logo, you make it recognizable, simple, and meaningful. Help your potential customers build the right associations by using the right design solutions, and they will be more likely to make a purchase decision. Your logo must be relevant, original, and descriptive so that people who visit your website can immediately understand what your brand is about and why they need your products or services.
Logo animation concepts by Gleb Kuznetsov
About the author: this is the guest post by Berta Melder, a brand manager and a content marketing strategist for Masterra. Also, she manages the company’s internal training activities on branding, and everything that has to do with different digital channels. Follow her on Twitter.
Title image: free vector illustration from Taxi pack on Ouch
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