Logos are a unique way for businesses to stand out, and they usually make the first impression on consumers looking for the products and services you offer. They tell a story, present the company’s values, help a company gain customer trust and are a visual identity that conveys a message and could mean the difference between buying from you or your competitors.
Many types of logos represent your company in different ways. While each can be very effective, logos need to have some essential components that go into design. You want to have a general idea of your vision before using a logo maker.
Elements of a good logo
Before we review the parts of a logo, there are some key elements to consider. Here are the components that make up a logo.
Some of the best logos are simple, and for a good reason, you want them easily identifiable. Anything too complex and the extra details are lost on most people.
Simple doesn’t mean boring, and your logo needs to have a unique feature that stands out and leaves a lasting impression.
You want your logo to stand the test of time by being relevant for today without becoming outdated.
Your logo should be able to be used in different contexts ranging from social media, on your products and in marketing material.
Whatever type of business you have, your logo needs to represent an aspect of it. You want your customers to be able to see your logo and know what you do.
Part #1: Logo Style
Before you start, you need to decide on the logo style you will use. The five basic styles are:
- Wordmarks: This is text like FedEx and Coca-Cola
- Lettermarks: Using initials like IBM and CNN
- Brandmarks: These are symbols like Twitter and Apple
- Combination: Marks The use of text and symbols like Adidas and Doritos
- Emblems: Here you have text that is inside a symbol like Starbucks and Harley Davidson
Part #2: Logo Brand
When people see your company, you want your brand front and centre. That brand must be represented on your logo and reflect your personality and values.
Part of a good logo design is how your brand links into the design. This helps make it instantly recognizable, regardless of the size. A brand mark and name will influence the perception of your brand and determine how you want your audience to see you.
Part #3: Logo Font
While you may think the font type doesn’t matter, it is a way to stand out from your competition. There are many fonts to use, so it’s best to look at other company logos for inspiration and check out the different fonts online.
There are classic fonts like Serif, and this looks professional and traditional. A script font is artsier with fluid strokes as in handwriting. You can go for a modern font to show your style and even a display font that is bold and fun.
Generally, you should use no more than two different fonts in your logo, so it’s not too complex. Consider readability, so thin or curly fonts may be harder to read. You will also have to consider the following:
You are set as long as your font compliments the logo’s overall design and brand.
Part #4: Logo Colour
Colour is an important factor as it stirs up emotions and feelings and can be effectively used to build an emotional connection with your intended audience. This phycology of colour is fascinating, and people associate certain meanings to colours in culturally significant ways.
Here are some emotional triggers that colours produce:
- Red – passion, energy, desire, action
- Blue – trust, authority, honesty, intelligence
- Green – growth, balance, hope, reassurance
- Yellow – happiness, optimism, confidence, enthusiasm
Ensure the colour combinations don’t clash; the logo is hard to read. Also, keep the colouring consistent across your brand so it is recognizable no matter where your logo is.
Part #5: Logo Strapline
Some logos include a short phrase or tagline to ad-context with your brand and messaging. It will typically be placed underneath the brand name or incorporated into the graphic and supports your logo overall as it reinforces, explains or clarifies the brand’s nature and purpose.
Make sure this is done in smaller print, so people look at the main part of the logo first and then read it for more information. Examples are:
- Subway – Eat Fresh
- Nike – Just Do It
- McDonalds – I’m Lovin’ it
By understanding the parts of a logo, you can better design it so it connects with your audience meaningfully and has the most impact possible. Consider this when designing your logo and reaching customers with a dynamic branding presentation.