A successful logo design is always the first thing that clients see when you introduce your brand or company.
It is also the last thing that these customers remember about your business when they leave.
If this is the case, is it not just logical that you must make your logo well thought of, impressive, striking, and captivating?
How, then, can you design a successful logo that sticks?
Here are the 12 do’s and don’ts in logo design that will make your business stand-out.
Employ them, and you will never go wrong.
The 12 Do’s And Don’ts For A Successful Logo Design
1 — Remember K.I.S.S.
Do — Most of the best iconic brand logos in the market are very simple, straightforward, and clear.
Your logo design should embody your business philosophy without the wordiness.
These kinds of logos stand the test of time.
Let your image do the talking.
Don’t — Too much detail in the logo cramps and muddles the message you wish to put across.
Using too many words in the logo defeats its purpose.
It is a logo. It is not an essay.
2 — Be Unique
Do — You want your logo to stand out? Then be different.
The first impression lasts and a successful logo that stands out for its uniqueness will click and will always be remembered.
Make your logo significant.
Don’t — Tie a logo to a particular trend, fad, or movement.
In time your design becomes outdated, and your business will be outdated too.
Ask yourself the question: will my successful logo still standout many years from now without looking ancient?
If the answer is no, then do not use it!
3 — Colour, Colour, Colour
Do — Colours do matter in your design.
Each colour scheme conveys and stimulates emotions so research the meaning of every colour.
It will not hurt to ask the suggestion of an artist or a professional designer.
It will be your business that will benefit from the feedback, so you had better make it right the first time you come up with a logo.
A word of wisdom: add colour towards the end of your design.
Don’t — Mess up your logo.
Using 4 or more different colours is not good.
Although some brands were able to pull it through like the NBC logo, you had better stick to your guns.
Colours that do not convey meaning to your audience is not the right colour.
4 — Versatility
Do — You will want your business seen in every possible media available.
Design your logo in such a way that it can be used in a variety of platforms.
This way whenever you need to post or print your logo, it would be easier and faster.
The variations that you have will reach a wider audience.
To see if your design is versatile, print it first in black and white.
If it stands out that way, then your design is on the right track.
Don’t — Stick to one version of your design.
If you do, you will have difficulty sharing it with others and thus limit your post exposure.
Have an assortment of formats available.
5 — Typography
Do — Choose a typeface that is easy to read and utilise a maximum of two fonts in your logo.
This way, your audience will not be confused or be at a loss.
When you are done with your prototype, save your design in vector format for easy resizing.
Another reason is that vectors avoid pixelation.
An effective way to come up with a unique typeface is a bespoke font.
Coca-Cola is a classic example of a bespoke font.
It will amplify your logo.
Don’t — Overuse fonts.
Comic sans and papyrus are out and not recommended fonts.
There are many typefaces to choose from.
You can experiment and try them before you come up with your final copy.
Never use shadows on your fonts. It will create a mixed-up visual.
The key to good typography is the balance.
6 — Your Audience
Do — Nothing beats a well-researched design with your audience in mind.
Employ the psychology of colour, shape, and typeface when you conceptualise your successful logo.
There are many available scientific studies and data about designs and logos. Refer to them.
It pays to know more about designs that your intended audience will understand and come to love.
Don’t — Impose your branding as if it is the be all and end all.
Do not ignore feedback, comments, and suggestions from people.
They usually tell you the truth.
Do you want to know an honest opinion?
Ask a child how your design looks like and take to heart what that child says.
7 — Inspiration
Do — Draw out your design.
Moodboards will be much help when you begin your design concept.
They will help you combine your brand values and that of your audience who’s ever mindful of your competitor.
Your concept will matter a lot and take to heed your thoughts.
Better yet, seek the golden ratio and sketch it out.
Keep thinking and innovating in your design.
Symmetry and proportion should be considered in the plan.
One idea is not enough. Generate more.
To come up with the best model, you must use available vector design graphics software that you are comfortable with.
Don’t — Copy from other designs.
Don’t use clipart and downloadable designs on the web.
Moreover, most of all do not plagiarise!
Quick fixes are often disastrous so better take the long and arduous task of conceptualising rather than the easy way out.
Also, please, do not put photographs in your logo.
Remember photoshop is for photos, logo design is not a photo.
Raster-made images, popularly known as bitmap images, are also a mistake that you want to avoid altogether.
8 — Consistency
Do — When you have decided on a logo, stick to it.
Visual consistency is necessary for any successful logo.
This is the start of brand recognition.
When every time they see colour, shape, or typeface, and they can relate it to your brand, you have achieved consistency.
Don’t — Change your logo ever too often. Changing it will confuse your audience and customers.
They may end up not remembering your business or your company.
9 — Mind your Space
Do — Space in your design can be a boon or a bane.
Use it to your advantage by incorporating meaning into that space you left out.
The most famous and effective use of space is that of FedEx.
Their use of space was able to incorporate in business signs the FedEx’s philosophy of moving forward.
Don’t — Use space in your logo without putting any meaning into it.
Although white space serves as a break from the design, it need not be empty.
If you will leave a space empty and not put any imaginable thought into it, better not add space.
10 — Know your design
Do — You thought of it. You designed it. You must know it by heart.
The key to a successful logo is if you can explain the meaning of it to your customers and employees.
That is what is meant by taking it to heart.
Don’t — Study your design.
Your logo will fail you. Don’t be detached from your logo.
Since it represents your company, you should know it thoroughly.
11 — Lines Matter
Do — Simple lines and bold shapes.
These will make your design easily recognisable and uncluttered.
Besides, it will make your logo distinguishable from afar and even on a smaller scale.
Don’t — Use sunbursts and swirls.
It will make your logo appear nonsense and be one of those ill-conceived designs.
Do not use pre-made logos.
Chances are, you will have an identical plan and if the logo design is rare, you will have to pay for its copyright.
12 — In Motion
Do — Make a moving version of your logo.
Your static designs should have an animated version for digital use.
In this day and age, static just is not just the design, but it is bringing to life.
Imagine your design when it moves and how it looks.
Don’t — Stick to a passive design.
Passive designs are acceptable in itself if the logo is well conceived and used when appropriate.
Apple is one example.
Nevertheless, ushering your design forward towards the aim of making it available to many people is the goal.
Will these tips help create a successful logo?
When your budget permits, it is advisable to hire a professional logo designer to ensure the quality of your logo.
Request your designer to create a favicon logo for your website.
After all, it is your business, and you want to project an air of professionalism.
Still, keep in mind these 12 tips so you and your designer can see eye-to-eye.
If you want to know more about successful logo design, there’s a bevvy of resources available on the Internet.
If the resources on the web are not enough, books about logo design are available on sale in online shops.
Moreover, if you are a professional designer looking for possible clients and want to submit some sample materials, there are blog sites that allow you to do that.
If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us: firstname.lastname@example.org
Inkbot Design is a Creative Branding Agency that is passionate about effective Graphic Design, Brand Identity, Logos and Web Design.
Originally published at inkbotdesign.com on April 10, 2018.