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DESIGNS THAT MAKE A DIFFERENCE
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Developing Logos That Leave An Impression

Modern businesses depend a lot on making an effective communication with their potential customers. Today, a logo is not just a business symbol to identify a company and its products or services. A professional logo design helps in making a strong brand identity. ARA Digital Marketing applies strategies to ensure that people can engage with your business in a variety of ways.

A professionally designed logo has the power to convert people into loyal customers. It serves many purposes in the modern world of business and impacts a customer’s brand perception, purchase decisions and overall attitude towards your business.

Know Your Brand

Before you set out to design your logo, make sure that you have some insight of your brand. Keep in mind that the logo must reach a particular set of people. This is the target market and target customers. Write down what your business, brand and market is all about. Know your brand personality. Is it contemporary or quirky? What do your customers care about? What does the brand aspire to be? Such information will serve you as a guide. You will pick your logo elements considering all the information about your brand.

Impression Is Crucial

Your logo design should make a lasting impression on the market and the customers. Every professional logo design has some kind of a history, filled with meaning and purpose. To create an impression, make sure that your logo is unique, which means that its design should be based on a new concept so that it stands out in the crowd of logos in the market.

Use Colors In A Planned Way

Colors play a crucial role in determining a brand’s message. For example, if you use red as a main color in your logo, it will send the message of the brand being aggressive, passionate, and energetic. This means that your brand intends to target young customers. If blue is the chief color, it will evoke the feelings of intelligence and togetherness. This is the reason that most of social channels such as Facebook has logos in blue. Every color choice has a different implication and can bring nuance to your message.

  • Red: energetic, sexy, bold
  • Orange: creative, friendly, youthful
  • Yellow: sunny, inventive, optimism
  • Green: growth, organic, instructional
  • Blue: tranquil, trustworthy
  • Purple: spiritual, wise, evocative
  • Black: credible and powerful
  • White: simple, clean, pure
  • Pink: fun and flirty
  • Brown: rural, historical, steady

Pick Fonts Carefully

Additionally, make sure that there is not a mismatch between the typeface you chose and your brand personality. If the choice of typeface does not speak for your brand, the logo will send wrong signals to your potential customers. The fact is that typefaces speak about the personality of a brand. For example, a typeface used for a toy company’s logo will most likely be a handwritten typeface. This is because the children are the target customers and you want to project your brand as child-friendly business. Whereas a logo for a high-end company will look more elegant and upscale.

A professional logo design should be a unique but simple design that conveys your brand message clearly. It should be a versatile and scalable. The use of fonts and colors must be specific to the brand personality.

Choose The “Type” Of Logo

Logotypes: Do you want a logo that has your company’s name as a main feature? Such a logo is known as a logotype. If you choose to have a logotype, it will have your company name visible to the customers immediately. This means that your logo will become your brand’s advertisement as well. You will not be spending much to generate publicity about your brand. The logo will tell your company name to the people. Small business with a small marketing budget benefit from logotypes. Famous examples of logotypes include the logos of RayBan, IBM, and Coca-Cola.

Logo Symbols:  This type of logo is an icon or graphic-based logo. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use. Examples of these include the iconic Apple logo, the Twitter bird, and the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable.

Mascots: Mascot logos are logos that involve an illustrated character. The mascot logo is a great way to create your very own brand spokesperson. A mascot is simply an illustrated character that represents your company. Think of them as the ambassador for your business. Famous mascots include the Kool-Aid Man, KFC’s Colonel and Planter’s Mr. Peanut. Mascots are great for companies that want to create a wholesome atmosphere by appealing to families and children.

The Combination Mark: A combination mark is a logo comprised of a combined wordmark or lettermark and a symbol, abstract mark, or mascot. The picture and text can be laid out side-by-side, stacked on top of each other, or integrated together to create an image. Because a name is associated with the image, a combination mark is a versatile choice, with both the text and icon or mascot working together to reinforce your brand. Some well known combination mark logos include Doritos, Burger King and Lacoste.

Keep It Simple

This implies that there should be the use of one or two colors, fonts and other elements. The viewers should get the message at the first glance of the logo. But if there are two many confusing colors and fonts or a complex shape of logo, then it will send mixed signal to the viewers.

A simple logo is a memorable design. Most of global business are represented by their simple logos. Take for example the Nike logo. It is a simple swoosh logo. Pepsi logo is made of two colors only. Samsung logo has one color. Apple logo has an apply as a symbol of its business.

Simple logos are capable of fully catching the attention of the customers. Your logo can have colors and images but the targeted audience should be able to understand the design. Avoid creating a complex logo having a riot of colors or fonts or a web of lines as such a design will be too ambiguous. Remember that a simple design easily becomes part of memory and the audience does not have to make efforts to understand the company and business behind the logo. So, simplicity of a logo goes a long way in creating brand identity as the customers can remember the company and its business easily.

Make It Scalable

Another quality of a professional logo design is that it is easily scalable. Remember that your logo will feature on a variety of advertisements. It should appear as an impressive logo on all the media. This means that when scaled up to larger proportions like on a billboard, the logo should look impressive. 

If the logo loses its sense of proportion and some of its design elements look odd on different mediums, the logo is a failed design. Similarly, if there is a need to print a logo on a smaller surface such as that of a promotional product like a pen, the logo details must still be clearly visible.

Whether you’re an established business going through a rebranding process or just starting out, put thought and effort into creating a unique logo that truly represents who you are and communicates that to your audience effectively.

ARA Digital Marketing develops and creates professional logo designs to beautifully brand your business and establish a strong public image.