1. Consider your values.
When developing a logo, think about visual elements that either obviously or subtly reinforce your business’ core values. For example. McAfee Cybersecurity recently revealed a new logo that initially looks like a shield (i.e. protection). However, at second glance, you see that the new shield not only creates an “M” (for McAfee), but also forms an interlocking connection between each side of the shield, further reinforcing theirr “Together is Power” tagline.
2. Understand your brand personality.
Every brand has traits (often tied to values) that help define the brand. How would you describe your brand in terms of characteristics, if it were a person? Sophisticated? Playful? Environmentally conscious? Also think about the audience you’re trying to reach to make sure your new logo will communicate your values in a way that will resonate with them.
3. Think about different applications.
When designing a logo remember that digital is not print – just because a logo looks great on your website doesn’t mean that it will look good on your business cards, letterhead, wearables, and promotional products.
The best thing you can do when designing your new logo is to look at all possible applications you’ll be using and then consult experts. Talk to a printer and an experienced promotional products vendor to be sure that your new logo will work in all situations.
4. Don’t underestimate the power of colour
Ensuring that your colour choices evoke the right feelings is foundational to an authentic brand. There is a bit of psychology that you look into when it comes to colour selction, but basically, designers can use use both the positive and negative connotations of colours to support the product or service they are designing for. We’ll go into more detail about colour in a later post.
5. Use a professional.
Chances are you probably wouldn’t let your cousin’s intern son manage your accounting, so the same should hold true for a logo. If you want to be taken seriously, hire a professional. The cost will be worth it, as a trained designer will ask the right questions, research the competition and create files that are high resolution and work on all platforms including different social media accounts as well as print.