7 Characteristics That Make Your Logo Stand Out

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

It’s simple

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.

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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.

It’s versatile

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:

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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.

It’s original

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. 

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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.

It’s memorable

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.
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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.

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Or, if you’re looking for something a little more abstract, a subtle icon and a bold font also helps communicate a simple message.

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In Conclusion

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.

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Top tips for creating a logo for your small business

In one of our earlier articles (get your website online today), we’ve mentioned “creating a logo” as one of the steps. We’ve felt it was necessary to go a bit deeper on the topic and we wrote these tips for creating a logo for your small business.

Logos are essential for small businesses. If you want your brand to be recognizable and have a strong brand identity, having a professional logo is a must.

Figures show that 50% of businesses now design their own logos. With this in mind, here are some tips for small business owners on how to build a great logo. 

Picture vs. word logos 

If you’re new to logo design, you will quickly discover that there are many types of logos to choose from. By looking at other brand’s logos, you will see that some use words or letters, whilst others prefer images and pictures. 

So, which is best? To help you decide on the best option for your small business, here are the pros and cons of the three most commonly used logo types. 

How to design a professional logo for your small business

1. Wordmarks 

Wordmark logos use text to spell out the company name in a stylish way, usually using distinctive or interesting fonts to stand out and portray the brand message. This type of logo is popular with brands that have shorter names, such as eBay. 

Pros: 

  • Instantly recognizable 
  • Always unique 
  • Easier to design 

Cons: 

  • Can seem generic without an eye catching font 

2. Letterform

A letterform logo uses the initials of the brands first letter or letters. This is something that’s usually chosen for brands that have longer names, like McDonalds or IBM. Like wordmark logos, it’s important that letterform logos have interesting fonts or colors to stand out. 

Pros: 

  • Better for long or complicated names 
  • Size and shape can be more versatile 

Cons: 

  • Often needs multiple views to be recognized 

3. Pictorial 

Pictorial logos are incredibly popular among businesses. They use a picture or image that represents the brand. This is a way of evoking more emotion in the audience and communicating the brand message in a clear way. 

These types of logos can become instantly recognizable and associated with the company – Apple and Shell, for example, use pictorial logos. 

Pros: 

  • Consumers tend to respond better to pictures 
  • Can be used in combination with words 

Cons: 

  • If using a picture alone, may need lots of exposure to be recognized 
  • Can be more difficult to design 
Tips from a logo designer

Choosing colors and fonts 

Picking the right colors and fonts is incredibly important in logo design. Different colors portray different messages, and this is not something that should be overlooked.

According to an article in the Logo Company, “The Psychology of Color in Logo Design”, brands can use colors to convey the following: 

Red: Excitement, youth, and boldness

Yellow: Optimism, clarity, and warmth

Orange: Confidence, cheeriness, and friendliness 

Purple: Imaginative, wise, and creative

Blue: Dependable, strong, and trustworthy 

Green: Peaceful, growth, nature, and health 

Grey: Calm and balanced 

Tips for creating your logo 

Before you start designing and building the perfect logo for your business, here are some final tips to help you get started: 

1. Keep it simple 

Of course, you want your logo to be interesting, unique, or even quirky. But, at the same time, it’s important that it’s concise and clearly conveys your business and brand. If it’s too complicated, the meaning won’t come across and it won’t be memorable. 

2. Make sure it’s versatile 

When you’re designing your logo, you need to make sure it’s versatile and can be used on different platforms. This is essential in the digital age, as consumers will be accessing your business through a range of devices and methods. 

Always ensure that it can be viewed on desktop and mobile, and is suitable for your social media pages, print, and apps. It also needs to work on different backgrounds and be flexible in terms of size. 

3. Use a logo making tool 

When you’re ready to start building your logo, there are lots of tools available online. Many of these are free or very affordable and can help you design an awesome logo for your small business. Some examples of tools you can use are Logo Creator, Canva, and Wix.  

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Thanks to COVID-19, Website Accessibility Has Never Been More Important

Every aspect of the global pandemic and the consequences were something unprecedented in the modern world. Our lifestyles and mindsets have been altered in the core, and even our virtual reality habits have changed. Companies all over the world have suffered losses, but there was a hidden message in the situation. Living in the digital era allows us to connect even when we are isolated, but not only in terms of entertainment and work. E-commerce is on the rise, and there are various implications that this trend of online shopping, as well as other digital services, is here to permanently stay. 

Consider everyone

These unfortunate times did have an impact on everyone, but they have also created a gap between different age groups. The restriction of movement meant spending more online time in general, but due to the larger possibility of complications from COVID-19, seniors all over the world were under quarantine for weeks or even months. Finding relevant information and relying on technology for basic needs such as delivery of groceries or hygiene products was equally important for everyone. Numerous businesses have just introduced website shopping or delivery options because of the situation.

But it is crucial to consider the fact there is a distinct line of division between digital natives and digital immigrants, and various levels of acceptance and understanding of technology among the latter group. The importance of easy navigation and clear instructions for the use of websites has never been more obvious. Companies have been trying to follow the latest trends for a while now when it comes to web design, but we’ve now learned that functionality comes first. Groups including seniors, people with various disabilities, and impairments need to be fully engaged as well.

What can be an obstacle?

Website designers are behaving in accordance with modern times, often disregarding the fact not everyone has the same level of knowledge as themselves. The latest trends are making the designs more interactive, dynamic, and therefore full of barriers in terms of easy accessibility. We are not suggesting to go back to basic designs and formats, but rather to include some options for different demographic groups. Seniors make up a considerable group in Australia, in terms of the percentage being over 15 according to data from 2017. If you add people with impairments from the younger population, it is clear you need to optimize your website.

Some of the heavy impact barriers would include perception of color and text on the website, for people with vision impairment. Color blindness should also be considered while choosing the palette, and low vision problems such as floaters, cataracts, and many others when choosing fonts. When it comes to multimedia content including audio, we need to think about a portion of population and website visitors to acknowledge people with hearing disabilities. Providing captions on video and audio files is a must! If you are worried that it can be annoying for some, there is always an option to turn them off. Most of these issues and upgrades would fall into the category of technical optimization, and if you are close in the area, find a Sydney SEO company to consult with experts. 

Every other highly interactive feature, including call-to-actions, should have an option to pause it. Some people will need more time to read the content, and dynamic structures will be most distracting. Make your website easy to navigate with keyboard only, as a lot of people are struggling with the use of a mouse due to various muscular problems or high levels of tremor. For them, even that one needed click in order to purchase something can be extremely painful. Professional guidelines will reduce the time spent on the upgrades, and ease the process, making sure you didn’t forget to include anything important. 

What are the benefits?

Having all the abovementioned in mind, improving your company’s website will have several consequences. First of all, you will definitely see the increase in traffic, as you are basically enabling a pleasant and user-friendly experience for wider audiences. Providing options will humanize your brand, therefore increasing customer loyalty levels. This can be seen as an amazing opportunity to grow and expand your operation and combined with a good marketing strategy the results will be seen in your revenue. We understand it may seem unusual, but consult with senior members of your family first, and record the feedback.

If an option, you could organize focus group meetings, including people with various impairments to conduct a survey about the accessibility of your website. It is important to understand that social distancing has left some mental health issues and there is a notion of fear everywhere. For this reason, a large portion of the world population will continue with the online sphere for many aspects of life that they previously haven’t. Adapting your approach in accordance with your potential clients’ needs and expectations is the core of any successful business.

Some recommendations

Above all, make your website sections easy to navigate through without much scrolling. There should be a sections or menu box on every page. Having to scroll a lot or go back several times the get the menu again can be really frustrating. Provide enough space between text and anything else on the page, and it is highly recommended to have a font size option. Don’t get too creative in terms of fonts, but rather settle on easily readable ones such as Helvetica or Arial. People are used to seeing those. Furthermore, in terms of text, avoid using too many acronyms and symbols, as it may look confusing. 

Whenever you have a link to another landing page, make sure it is distinctively different from the rest of the text. Bold and underline is the best way to mark links. Create consistency throughout the whole website, so everyone understands what to expect and how to respond to interactive parts. Provide a pause button for any dynamic part such as types of animated content. Try not to have any confusing or redundant segments in general.

Conclusion

The main point of the development of technology was to connect the whole world and make our lives easier. By complicating the approach and avoiding to think of certain demographic groups, we are creating segregation and missing the point. Even if your target group audience doesn’t include seniors for example, there will still be people with disabilities we must include if we want to live in a modern and democratic society of the 21st century. You should follow these guidelines and adapt your website’s accessibility as soon as possible, and if an option, have an expert involved in the process.

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