What makes a logo click?
But wait, before we go into that, a more important question––do you really need a logo? You have a business name, a good domain name, a website, so why spend all that time and energy designing a logo?
Businesses that think like that miss out on a great opportunity. According to numbers, 34% of marketers said that budgets are allocated specifically for designing visual content. In fact, businesses are spending 11-20% of their budget on visual content. The reason? Visual content outperforms plain text.
So, if you don’t have a logo and want to talk about your business to a potential customer or investor, you will have to write about it, which isn’t convenient for either party. Logos explain who you are, what you do, your personality–all in just an instant. With the correct use of colors, typography, shapes, icons, layout, and more, you can influence how your audience experiences your brand.
Logos allow customers to fall in love with you at first sight. Now, coming back to the original question–what makes a logo click?
A fantastic logo will have the following characteristics:
- It’s simple
- It’s versatile
- It’s original
- It’s memorable
- It uses the right colors
- It uses appropriate typography
- It communicates the right message
The phrase “less is more” is famous for a reason. The best logos–ones that immediately build a connection with its customers often clearly communicate what they are. It’s this simplicity that makes them impactful.
Don’t forget that logos are used in a variety of ways across different platforms. They have to adapt to different formats and sizes and look good at all times. True, it’s a lot of pressure, but simple logos breeze through it.
A simple logo has few elements. It uses the right colors and only those elements that are absolutely necessary. This makes the logo simple, which can be identified quickly and communicates the key message. If a component is not contributing to the logo, remove it.
Your logo is not limited to just your website and business cards. It’ll be used across your marketing and branding material such as digital banners, social media, billboards, and more. Here are a few examples to give you a fair idea:
- T-shirts, mugs, caps
- Pens, keychains, water bottles
- Extreme horizontal and vertical banners (online and offline)
- On black, white, and colorful backgrounds
- On huge and tiny spaces
- Along with other company logos (on marketing material or product launches)
Imagine how this logo would look on a keychain or a pen:
Now imaging adding three more elements to it and two more colors. What do you think will happen if we put this version of the logo on a very, very small digital banner. It’ll most likely look like a splotch and won’t serve your business in any way.
Your logo must be recognizable and serve its purpose irrespective of where it’s placed. And if you can’t afford an expensive designer, a good logo maker will do this job for you.
AI-powered logo makers today know what it takes for a logo to be effective, and they only show designs that’ll work everywhere.
Taking inspiration from other logos is an excellent way to start the logo design process. However, don’t settle for a me-too logo. See the common trends, colors, and patterns in your industry, and either use them creatively or skip them altogether. For example, the color blue is often used by most financial institutions. You can use it too but maybe get creative with the shades and how it’s used in your design.
Another example is of food and beverage companies that often use red and yellow in their logos.
While you can take the colors, you still need to find an original idea not to get lost in the crowd. Sometimes, being authentic is all it takes to stand out.
Your logo will rarely get more than just a glance from your users. If it doesn’t register immediately, you’ve lost an opportunity. When you design a logo that’s simple, versatile, and original, it automatically becomes memorable.
A logo should communicate a single message. You know a logo is memorable when, if a person looks at it, they can recall the essential elements of it. For example, the two golden arches of the McDonald’s logo or the four interlocking rings of the Audi logo.
A logo with a lot going on, for example, a wrench, a hammer, a pipe, a man with a hat for a plumber’s logo, will get easily dismissed–simply because a lot is going on and it’s difficult to remember.
It uses the right colors
Colors bring their own set of emotions with them, so businesses should be careful when choosing their brand colors. The meanings attached to them are often fairly universal because they’re based on the things we often see in the world.
For example, Brown helps connect with nature and land. Yellow is associated with warmth and sunshine. Blue is often used to communicate trust, which is why most financial institutions use it.
Owing to these primal reactions, colors become an essential characteristic of a great logo design. They can immediately convey a feeling and help build a positive association.
Great branding demands consistency; therefore, your color scheme should be consistent across your logo, website, merchandise, digital banners, social presence, and more.
It uses appropriate typography
While colors play a vital role in communicating certain emotions, the same logic applies to typography too. The way your text looks can express your personality. For example, are you quirky or fun, or are you high-end and sophisticated?
Typography includes everything such as your name, slogan, font, size, boldness, weight, serif, sans serif, texture, and how you use a specific letter. Here are a few tips to keep in mind:
- Serifs are great for formal or professional brands.
- Sans serif is good if you want to come across as casual and carefree.
- Scripts work well for brands that are a bit fancy or relaxed.
- Handwritten fonts make you seem friendlier, but they don’t come across as professional.
- You can use two different fonts–a big, bold one for your business name and a lighter one for your slogan.
Apart from all this, a key factor to remember is readability. No matter how amazing your font, if it’s not readable, it’s not going to work.
It communicates the right message
Logos accomplish in a second what product descriptions and the about us page do in multiple paragraphs and hundreds of words. However, for this to work, your logo must communicate one clear message. Add too much to it (remember simplicity), and you’ll miss the point.
For example, a font that communicates speed used along with an icon that indicates increased heart rate immediately speaks fitness.
Or, if you’re looking for something a little more abstract, a subtle icon and a bold font also helps communicate a simple message.
All this may seem too technical and maybe a tad overwhelming for a business that’s just getting started. Fret not; you don’t have to spend hundreds of dollars hiring a graphic designer to design a logo that encompasses all these eight characteristics. You could use a good logo maker with these qualities imbibed in it and only give you designs that work. It gets the job done without breaking the bank.