EPoS, E-commerce, Mobile, Websites, Graphic Design
A successful brand should represent a company’s personality, its unique selling points, its heritage or perhaps even it youthfulness if it’s a new company.
If a company was a person the logo would be its face, and to make the best first impression, your logo needs to reflect your most important brand qualities through colour, typography and composition.
There are several aspects to creating an effective logo and it’s important to keep things simple with balanced colours and a unique shape, to ensure your logo is easily recognisable. You also need your logo to be memorable too; if you take Coke’s logo for example – it’s become so imprinted in modern culture, that even with numerous variations in flavour (diet, lite, cherry, etc) the sweeping line across the middle still makes every product instantly recognisable as part of the Coke family.
Making use of Negative Space is a great way to add an unusual facet to your logo. With the letter F and ‘speed’ lines to the right creating an illusion of the number 1, the Formula 1 logo below is a great example of negative space design.
When taking into account your brand’s personality, colour is also of utmost importance. Different colours can be used to create different feelings about your brand, with various hues adding further to the message. Bright and bold colours grab people’s attention but may also create visual ‘tension’ if harmonious colours aren’t used.
Colours develop connotations over time, stirring certain emotions in customers (some more than others) – so it’s easy to create the wrong impression if your colour choice is in conflict with these established conventions.
Take a look at the emotions related to each colour in the list below. To read more about the psychology of colour and how colours determine the shopping habits of customers click here.
Red: Passion and Intensity, bold.
Yellow: Happiness and optimism, youthfulness.
Blue: Cool and calm, trust.
Orange: Exciting and creative.
Green: Relaxing and goodwill.
Purple: Rich royal colour, refined.
White: Clean and pure.
Deciding whether to use a single colour or multiple colour scheme is another important factor. Be aware though, that one in 12 of us suffers from colour blindness (with Red/Green distinction being the most common form), so make sure you test the contrast of your chosen colours by viewing it in Greyscale – you can even be prosecuted if you fail to make your public facing website easily accessible for people with visual impairments (see DDA guidelines).
One logo that makes great use of a multiple colours is eBay.
An important part of your logo, brand and company is of course the name. Something memorable is of course key, but it’s not easy to decide. It’s important to find a balance between an original, obscure name and something plain and more generic. Having a narrative behind your name can help; you can use it to create campaigns, epic stories and advertising to tell the company story.
If your company has an unusual name, logotype may be for you. But if your name is more generic you will need something to differentiate your company and give it identity – this can be achieved using hidden shapes as mentioned earlier, a fancy, unique font, or distinctive shape.
Some logos become recognisable because of their custom fonts. Coca-Cola adapted a popular slanted font and it’s now instantly recognisable no matter what the text says!
Have you created a great logo for your brand? Or need a helping hand in creating that impressive, unforgettable logo? We’d love to hear from you! Call Sparkstone Creative on 01489 795 000