A picture is worth a thousand words. This adage is especially true when it comes to logo design. People have an immediate psychological and emotional response when they view a logo. Before anyone picks up the phone to call you or hits send on an e-mail, they will most likely first see your logo. A good logo can be just the right push to get them to call and a bad one can be enough to scare them away. You want to make sure you are sending the right message about your company with your logo. Here is a step by step look at some important factors to consider when designing a logo.

Designing a Memorable Logo

A simple logo is much more memorable than a complex one. Think of some of the world’s most known brands like Coca-Cola, FedEx or McDonalds. The logos are simple and clean. Too many graphics can make a logo look cluttered. A common mistake that businesses make is feeling like they need to have a picture of their product as part of the logo. There is no sign of a fizzy drink, package or hamburger in any of the aforementioned logos. People who know what they are doing know that less is more. 

Additionally, logos that are twice as wide as tall are the easiest to read, particularly in passing. If you are designing a logo for a business that will rely heavily on being read from a distance or in passing, this ratio will provide the best result.

Color Symbology

The color of you logo alone will create an impression of your company So choose colors that will send the right message about your business. Here is some basic color symbology:

Blue – Knowledge, Stability, Trust, Conservatism (Possible Danger: May be perceived as stuffy or old-fashioned)

Green – Nature, Wealth, Growth, Go (Possible Danger: Can be perceived as envy)

Red – Passion, Energy, Excitement (Possible Danger: Can be perceived as angry)

Pink – Love, Femininity, Calm (Possible Danger: Can be perceived as little-girlish)

Orange – Fun, Energy, Warmth, Nature (Possible Danger: Not perceived as a serious color)

Yellow – Happiness, Laughter, Energy, Creativity (Possible Danger: Can be overpowering and over-stimulating)

Purple – Royalty, Wealth, Sophistication (Possible Danger: Certain shades can be perceived as adolescent)

Brown – Dependability, Stability, Friendliness, Nature (Possible Danger: Can be perceived as dull)

Black – Sophisticated, Sexy, Elegant, Mysterious (Possible Danger: The overuse of black can be overwhelming and foreboding)

Since most logos are two color, selecting two colors that represent your company’s message is a wise choice. We use blue and yellow to represent our logo. This sends the message that we are knowledgeable, trustworthy, energetic and creative. Additionally, the conservatism of the blue is offset by the happy energy of yellow creating a well-balanced message. When designing a two color logo you want to make sure that you choose colors that will compliment each other visually as well. A good way to do this is to consult a color wheel. Colors opposite each other (complementary colors) always look good together. (TIP and easy way to determine complimentary colors is by typing in one color in MS Word an then highlighting the typing. The type will change to the complimentary color.) If you prefer a singular message, a monochromatic logo using tints of a single color can result in a pleasing effect, particularly when using blue and green.

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