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August 25, 2021 | Articles
The process of designing a brand logo may seem daunting at first, but it’s one of the most important things to consider. The logo should speak the brand essence. Consider how consumers and clients think and feel about your business when seeing your logo, and reflect on if it’s sending the right message. A picture is worth a thousand words, and it’s imperative that your logo captures how you want to be perceived.
Truly knowing and understanding the brand is crucial in the creation of a logo. Understanding your target customers and market can aid in making better design choices. For the Mill + Co. logo, the “Mill” is in a bolded font to capture our structured, stable, solid, and organized nature; however, the “Co.” part of our logo shows our creative and fluid nature that allows us to best suit our clients.
Understanding the power of first impressions will also help you create an effective logo. Not only should your logo create a lasting impression that can easily be recalled, but it should also represent your industry. Consider graphics that represent your business well and that are easily recognizable. For instance, a travel company could consider using a plane, boat, globe, or jet stream graphic to perfectly illustrate their product. Creating a unique and impressionable logo can set you out from other competitors, driving business and creating a favorable image in the minds of consumers.
The usage of colors can also make or break the logo of a brand. If you choose to create a colorful logo, it’s important to understand concepts such as color theory to better target the correct audience. For example, blue is often associated with intelligence and community and is often used as the primary color of social media platforms such as LinkedIn and Facebook. Likewise using too many colors, or contrasting colors, in your logo could negatively impact the image of your brand.
Keeping your logo simple also makes it memorable. Some of the most successful businesses have simple logos or symbols that perfectly capture the essence of the brand while containing select colors or fonts. Nike has the swoosh, Apple has the bitten apple, and Samsung is characterized by a single color. These symbols and logos have perfectly captured the brand essence and message making them some of the most identifiable businesses in the world. The power of the brand logo worked for them and it most certainly can work for you too.