To choose a logo for your business involves more to just selecting or creating a picture. With the relatively inexpensive cost of printing and quality printers, as well as the advances in screen resolution, many companies lean towards more extravagant, complex full colour logos versus the more traditional monochrome or 8bit logos of plain construct.
Website banners lend to the confusion that it can be used as a logo, but is completely unpractical or looks unprofessional on letterheads, e-mail signatures, etc.
Consider the following before deciding on a logo:
SHAPE AND CONSTRUCT
Although a graphically complex construct might be pleasing to the eye, a simple shape with well-defined outline is more likely to be recognised by the subconscious mind – vital for brand recognition.
Consider the possible use of your logo for branding of corporate gifts, signwriting and embroidery. Simpler constructs with fewer lines and colours can be replicated much easier on most surfaces and cloths at a lower cost.
Cost of printer ink and toner should be considered for the printing of letterheads and other media.
Logos with a transparent background are much more versatile in the application of the logo on printed material with colour back grounds and website templates.
Also consider that it is advisable that the logo must still be recognisable when applied as favicon at the top of the browser page at a size as small as 16×16 pixels. This is most successfully achieved by a balanced logo with limited prominent colours and simple construct.
Choosing the right dominant colour for your brand is crucial. This colour should appear on all your promotional materials, including your logo and product packaging. As much as possible, the colour you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account colour psychology, which is fairly complex. Depending on the culture, situation and industry, colours can mean different things, However, in U.S. advertising at least, studies suggest some universal meanings:
Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular colour with financial institutions, as its message of stability inspires trust.
Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favourable one. For example, red can represent danger or indebtedness.
Green: In general, green connotes health, freshness and serenity. However, green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
Yellow: In most societies, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other colour, making them great for point-of-purchase displays.
Purple: Purple is a colour favoured by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.
Pink: Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.
Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.
Brown: This earthy colour conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.
White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant colour, so it immediately catches the eye in signage. White is often used with infant and health-related products.
A timid font can contradict a logo created to represent a strong and ambitious company, and a strong, hard font can make a logo that is built to evoke compassion look insincere. The font is as crucial as the actual logo construct and colour.
Refrain from using confusing or unclear fonts that makes the tagline or company name difficult to read.
Ensure that the elegance of the font used matches the audience of the company. A fine frilly font would not suit the logo for a kickboxing club as much as a font constructed to look like running paint or blood will match a professional services company like financial brokers, lawyer’s offices or a bank.
The colour of the font should be carefully considered to fit the logo construct.
As a first choice, consider using web safe fonts, and as second, optional Google fonts that are widely available in order to keep construction of marketing material and electronic media consistent or similar where so desired.