Designing a logo can be an incredibly important
part of your business, in the case of service-based industries such as health
professions, the importance of your logo is less prominent and noticeable, but
still can have an effect on the success or failure of your business. Therefore,
making sure that your logo is of a high quality, memorable and unique is
crucially important. So how can you go about ensuring that your business’ logo
will end up drawing in customers and not scaring them away? Read on to find
out:
1.
Don’t Get Too Over the Top
One of the most rookie
of mistakes you can make when designing a logo is choosing to use a logo that
simply has “too much going on.” It is critically important for your logo, to
follow the golden rule of “less is more.” Whether your logo has too many different
colors, a large variety of graphical flourishes, or simply is too confusing,
you need to send your graphic designer back to the drawing board to give you
something else to work with. A logo that is too over-the-top can distract
potential customers from the matter at hand, which is actually making a
purchase and profiting your business. Likewise, graphically intense logos
simply don’t appeal in the same way a very simple, yet refined logo can and
often can turn customers off from your product or service. Often times, the
simplest logo can be the best one — think Nike’s “Swoosh” for example.
Emblematic proof that you don’t need a fancy logo to be at the top of the
business world.
2.
Your Logo Should Work Without Color
One of the important
aspects of logo design is ensuring that your logo can function properly with or
without the usage of color — in other words, don’t rely heavily on color to
make or break your logo. Why is this? Well, depending on the context of your
logo it may or may not be able to have color. If you’re feeling old-timey and
choose to publish an ad in the paper, this may require you to publish your logo
in grayscale. Color ink can also be costly, and you may want to place your logo
as a watermark on important documents circulated throughout the company or
forms for customers to fill out. Therefore, it is critically important that
your logo can function both in a colorful and grayscale context depending on
the circumstances.
3.
Make it Scalable & Versatile
When designing a logo,
do your absolute best to certify that this logo can work in a variety of sizes.
You may want to use your logo on something as small as a business card or as a
watermark on company memos, or on something as large as a billboard. Regardless
of where your logo appears, it should work in a variety of sizes and contexts.
A logo that doesn’t work in small sizes can be unreadable and unrecognizable
and might just be viewed as a blotch of illegible text, and a logo that doesn’t
work in large sizes might look bloated, ballooned and clunky. Because of the
nature of a brand’s logo, you want it to look great, no matter what the medium
or context.
4.
Make it Memorable
At its core, a logo is
essentially a visual representation of your business, and for many potential
consumers, it will be the introduction to your company. In our rapid-paced,
capitalistic society, we see tons of logos on a daily basis, but the vast
majority fail to be memorable enough for us to remember. If you want someone to
remember your logo — and thus, your company — you need a logo that is
memorable. Returning to our old favorite: Nike’s “Swoosh,” is one of the most
recognizable logos in the world, with people from Texas to Tanzania thinking
“Nike” when they see the company’s logo. It’s hard to tell someone “how”
to make a memorable logo, because often times a memorable logo is something
that happens by luck. However, you shouldn’t settle for something that won’t
stick out with consumers. Likewise, don’t fall into the trap of simply
imitating someone else’s logo. This won’t earn you any customers; in fact, most
people simply will associate your logo with whatever you’re imitating, perhaps
even making your logo less memorable.
5.
It’s Not About What You Say, But How You Say It: Font Usage
When it comes to using
text, font usage is incredibly important. In the absence of an actual voice or
tone to express your company’s message with, font subs in as the means by which
you express the tone of your company in a brand. For this reason, ensuring
you’re using the “right” font for your brand’s logo is essential to quality
logo design. Though most people know to avoid this, you can easily see why
using “Comic Sans” or “Papyrus” can seem childish and unprofessional for many
“professional” business logos. After all, you probably wouldn’t choose to do
business with a law firm that used either of those fonts in their logo design.
Additionally, don’t use more than two fonts in your logo design. As we
mentioned in #1, doing “too much” can begin to distract, confuse and even alienate
potential customers and one of the prime offenders is too many different fonts.
Finally, if you’re budget allows, you might consider having a custom font for
your logo. If the font is memorable enough, it will become part of a brand in
itself.
Author Bio:
Zane Schwarzlose is an
SEO at Fahrenheit Marketing, LLC in Austin, Texas. At Fahrenheit, he's
seems countless company logos developed.