Creating a unique and visually appealing logo for a brand or person is not as easy as you might think. In today’s society, it is considered to be one of the main factors that can influence a buyer’s purchasing decision as well as the overall perception of a product or service. Therefore, regardless of the size of the brand, a brand logo should include all the necessary elements for long-term success in order to make the best first impression on its customers. It also explains why logo makers are in demand in the digital arena these days, and it’s never too late for anyone to embark on this adventure as well! Whether you are already an expert or just a beginner wanting to learn more about logo design, here are 55 tips from the pros that could be of great help!
1. Prioritize Simplicity Over All Else
While other logo designers can follow tons of rules when it comes to logo design, the basic rule of thumb, which is to do “one trick”, should be kept in mind. This tip primarily focuses on the simplicity of the design – not over-designing it – in order to emphasize branding and their solution to a problem.
2. Avoid Complicated Design
A complicated logo design can lead to poor communication, lack of clarity, and a lot of branding issues. On the flip side, a clear and understandable logo design will draw you in to your potential customers and also help build trust over time. See examples below of an overly-detailed logo design.
3. Align Your Logo to Your Brand Promise
Your logo design should work in line with your brand identity, which includes your values, your brand voice, your mission and vision, your promise and more!
The image above is a classic example of a logo design that meets the company’s brand promise.
4. Be Authentic
Creating an authentic logo should involve understanding your brand identity, finding lots of inspiration, checking out your competition, mixing the design with your own style, finding the right type, color, typography, and more!
5. Limit Creative Flourishes
Design-wise, minimizing clutter and going for a simple design will instantly make your logo clear and understandable. By limiting creative flourishes, you can avoid crafting a complicated design that may not communicate well. See example below:
6. Design for the Long Term
If you want to create a lasting logo, it’s important to do your research first in order to build a solid foundation. Research your ideal customers and their interests, your competition’s logo, your brand features, benefits and values, and also think about your tagline (if applicable) and where you will use your logo the most
7. Analyze Your Competition
This is a great strategy that will help you identify the pros and cons of your competitor’s logo. By analyzing the data obtained, you can better understand in which direction you need to go once you start designing.
8. Focus on Your Target Audience
Create a logo design that will speak to your target audience in order to capture them. This will not only build trust in your brand, but will also increase customer loyalty over time.
9. Stand out with Color
If you want your logo design to stand out, think carefully about how your choice of colors could grab the attention of your customers. There are different color types to choose from, and depending on your brand’s goals and personality, you can opt for bright or bold colors, muted tones, or both. Note that each color type conveys different messages, so make no mistake about it!
10. Avoid Generic Typefaces
In addition to not being creative, generic typefaces are common and boring, do not match your brand identity and adapt to the needs of your customers. As a result, your brand may struggle to establish itself in a short period of time. This concept can even lead to font licensing issues and may seem overly complicated and confusing to your audience.
11. Be unique & Clever
A unique and smart logo design will not only help to distinguish it from other brands, but also attract potential customers. Plus, unique designs will save you from potential issues like plagiarism.
12. Understand the Brand
In order to be able to create a successful and stunning logo design, you must first understand the brand, which includes its specific audience, values and ideology.
13. What’s in a Name?
Just like some of the big brands with iconic logos, you need to create a brand logo that should include two important elements namely a wordmark and a symbol. See example below:
14. Keep it Easy and Flexible
Complicated designs, especially for a brand logo, don’t look interesting at all. It will only make customers sit and watch, confused while analyzing the message that the brand wants to convey. Rather than distorting the image of a brand, create a logo that’s easy, flexible, and simple to understand.
15. Don’t Expect Instant Success
Consider some iconic logos, they all took a long time to succeed. No matter how well your logo design is, it always boils down to a few factors, such as time, product success, market, and more! So, don’t rush things, instead wait for the perfect time for your logo to gain popularity.
16. Use Online Resources and Tools
This is especially true when you need more resources and tools for inspiration, support, and collaboration. Because it is not easy to create a well-designed logo for a brand, many websites today provide commentary, coaching, advice, and opportunities for designers to showcase their logo designs.
17. Use a Visual Double Entendre
Use this technique in logo design if you want a sophisticated image of a brand’s representation of its idea or concept. It is usually seen with double photos wrapped in a single one (see example below), and is often mind-boggling, but its ingenuity will make it eye-catching, earning a lot of praise and appreciation among potential customers.
18. Avoid the Cliché
Even with logo designs, there are trends that come and go. Instead of copying the same idea over and over again, why not study the pros and cons of these designs and create a unique one for yourself?
19. Make it Ownable
While there are many sources of inspiration, it is important to look for a unique concept that will help distinguish your brand’s logo from others. When planning, consider whether the design you have in mind is generic or unique. Also, ask yourself if it is very likely that it will be copied by others in the future.
20. Everybody Loves Custom Type
Speaking of uniqueness, most companies prefer to hire a professional logo designer who can customize the logos to suit their needs and preferences. This is why logo designers are supposed to put more effort into creating a logo. The custom type will help achieve a lasting impression.
21. Consider Proportion & Symmetry
When creating a brand logo it is important to consider balance, which means consistent arcs and curves. This is the importance of proportion and symmetry.
22. Think About Negative Space
One of the best logo designs is one that makes smart use of negative space in a logo. See example below:
Can you see the hidden arrow? Funny how most people haven’t noticed after years that this business is working. It is the subtlety and the beauty of negative space.
23. Consider How to Bring it Alive
If you want to create a stunning logo concept, why not consider injecting some movement into your design? While some may disagree, a sense of activity, such as twists and jumps, can sometimes strengthen its conceptual and visual perspective. See example below:
24. Know What it Means
Did you know that behind every good logo is a story? This is often the case with some of the most iconic logos you know today. Whether it’s obvious or hidden, it’s important that you find meaning in the logo you’ve created. It just shows how much thought and effort you put into it. When a logo matches a company’s mission and vision, it will surely impress people like the one below:
25. Use Shapes to Think Inside the Box
Just like fonts and colors, shapes are an important factor that can make your logo look stunning! In fact, most companies prefer to add shapes with interesting textures in their logo design to make them look professional. See example below:
26. Imagine Your Logo in Situ
Always think about where you will often use your logo. Will they be more visible on your website? What about your uniform? Will it be used often in promotions? Then use a mockup generator to see how your design will look in situ.
27. Be literal with Your Logo
Creating your logo doesn’t have to be very complicated. In fact, you can make it as obvious as an apple or brewery logo, and that’s absolutely okay! See example below:
28. Be Authoritative with Your Logo
By being authoritative with your logo, you put a level of seriousness in the design by making sure it matches your brand or organization. It must be unique to the business and must be able to build trust among potential customers.
29. Create Visual Salience with a Pop of Color
Color is an important factor to consider when creating your logo. Creating visual salience with a splash of color will result in a beautiful and sophisticated logo that is sure to impress potential customers.
30. Don’t Reinvent the Wheel When Designing Your Logo
The advantage of checking your competitors’ logos is that you can study their strengths and weaknesses. It also avoids the possibility of copying their concept, color schemes and more! If you can come up with a unique design and you feel good about it, then go for it!
31. Don’t Be Afraid to Rejig the Wheel
Over time, if you find that there is a need to improve your logo design, don’t be afraid to do it, just like some iconic logos have done over the years. Sometimes a gradual transformation can help build a brand, even those already established. See example below:
32. Reflects Nature Of Your Business
Most iconic logos represent the nature of their business, which is why your design should have the right colors and images in place. To strengthen brand identity, logo designs should also be aligned with your business values, mission, vision, and ideology to attract more customers to your brand.
33. Impression Is Crucial
Unique, creative and smart logo designs combined with great concepts can leave a lasting impression in the market.
34. Chose The Type Of Logo
There are different types of logos that you can create for a business brand. Whether it is a logotype or a symbol, the important thing is that it includes all the important characteristics that will help identify the brand.
36. Make It Scalable
What sets a logo apart is a design that will appear sophisticated in any medium, whether on promotional products like a notebook or a larger surface like a billboard.
37. It Should Be Impressive In Colorless Version
Your logo design should also look impressive, even in non-color printed media like newspaper ads, fax documents, and stationery. Even in black and white, it should still leave a lasting impression on your potential customers.
38. Lay the Groundwork
If someone is paying you to do the job, be sure to ask the right questions first to lay the groundwork. Questions such as the nature of their business, their mission and vision, their values, goals and objectives, their target audience, etc. are crucial in helping you decide which direction to take.
39. Treasure your Sketchpad
Your sketchpad is always useful, especially when a bright idea pops up in the middle of the night and you need a way to remember it. It is also very useful during client presentations or when you need to share a sketch or two with your colleagues for easy viewing.
40. Work in Black and White
You will know if an idea is good if it looks beautiful even in black and white. Working with color for your logo design is very tricky as it is one of the first things your target audience will remember besides shapes and lines.
41. Keep it Appropriate
All of the elements of a good logo should be relevant and have appropriate rationale in order to sell. Because logos shouldn’t just be about design, they should also influence a person’s thinking and purchasing decision.
42. Aim for Easy Recall
When the competition is tough, the best way to get recognition and easy recall is to keep your design simple. The rule is to focus on a story and a concept and avoid too many details.
43. Strive for Difference
Checking your competitors’ designs is a good practice as it will give you an idea of the color schemes, symbols, or logo style they are using. Avoid the commonalities, but instead go for something different to make your design more distinctive than the rest. If you follow this tip, your logo design will be more likely to sell to your potential customer.
44. Look at the Bigger Picture
Carefully consider what your design will look like in a variety of relevant touchpoints. Before finalizing your design, take a moment to step back so you can get the big picture. This will allow you to see your logo design from different angles and make adjustments as needed.
45. Remember Symbols Aren’t Essential
There are many logos that emphasize simplicity – and that means letters or wordmarks – but have become iconic. Good examples are Google and Pirelli. Especially if you have a unique business name, this is an idea you might want to consider.
46. Make People Smile
Most often, the logos that sell are the ones that touch the emotions. This is what makes designing fun while helping businesses succeed! Keep in mind that this idea is not suitable for all industries. While it’s fun to add humor, if it’s a business that sells tobacco or guns, you might as well give it up.
47. Always Get a Second Opinion
Having more than one pair of eyes to examine and scrutinize your work is better than zero. Comments are useful, especially if you want to make sure you don’t miss any important details that you wouldn’t have recognized if it had been done otherwise. Once you find any missing items or unfortunate shapes, you’ll thank them for their feedback!
48. Play Around with Caps or Lowercase
On the simplicity side, don’t miss the small details, such as playing around with a letter case. You can opt for uppercase logos for a stronger sense of authority, lowercase logos for a more accessible and relaxed vibe, or a balance of the two.
49. Consider Handwritten Fonts
Handwritten logo fonts are one of today’s design trends, commonly used for slogans, because they can display authenticity and an original vibe. So don’t be afraid to play around with this type of creative typography if you want to wow your customer.
50. Balance Your Tagline
A rule of thumb when it comes to a tagline is to make it shorter than your name, with 25 to 30 characters or less to create a sense of balance.
51. Deal with Public Criticism
Social media has made it difficult to escape public criticism when it comes to design. Therefore, when it comes to creating your logo, keep in mind the importance of the branding scheme, so that once your project is published, it makes a good impression on social media.
52. Let Your Logo Breathe
One of the strategies for creating a beautiful logo is to leave enough space between the logo and the frame. This will allow your logo to breathe and instead of looking a bit cramped.
53. Modern Yet Timeless
It is important to differentiate between “modern” and “trendy” when it comes to choosing a logo design. While trend means “hot today”, modern, on the other hand, means “today, but not today”. It represents a more sober and less stylized design with all the relevant features in place. A logo design like this is likely to become outdated as it focuses on keeping specific elements, such as colors and fonts, intact.
54. Give Your Background Contrast
Choose the most appropriate background color for your text and give enough background contrast to improve visibility. A good approach is to match a lighter text color with a darker background color.
55. Size Up Your Icon
Another important factor to consider is the size of your icon. One wrong move and it will affect the placement of all other elements of your logo. The rule of thumb is never to reduce the height of your icon to the height of your text. Either make it slightly taller or the same height as your text. See example below:
Designing a logo doesn’t have to be difficult, as long as you follow these approaches to create one! And for it to make a lasting mark on your customers, it must be simple, clear and direct, effectively communicating the brand’s values to their customers.