How to Craft a Killer Logo

Image by Mohsin Fancy. Source Behance

I’m around clients all the time who want to have their brand stand out. And they’re always asking me for ‘hints’ on how to improve their visual impact. One of the easiest ways to catch someone’s eye is with well-designed graphics and a memorable logo.

So, how do you create a logo that rocks?

Understand the Brand

A logo needs to convey your brand image. It may seem complicated to figure out your brand personality, but it’s not. Ask your team or trusted inner circle a few of these questions; What set’s you apart from your competition? Why do clients like working with you? Who are your top customers? What’s your company’s story? Keep a notebook with the answers and add comments and thoughts as you grow and transform your brand. You’ll see an interesting pattern as you grow yourself!

Google is a prime example of frequent logo re-designing. Source

Analyze other’s Logos

Pick 3 to 5 companies that you like and evaluate their logos. Are they dynamic? Compelling? Or just plain boring! What do you like or not like? Look beyond your colleague’s logos and analyze other compelling brands. I often recommend this exercise because it provides inspiration for creating or re-branding your own logo. Remember, your goal is to create a logo that’s s memorable and distinctive, and naturally, differentiates you from the crowd.

Keep it Simple

Think of some well-known brands that stick out in your mind. Nike, Apple, Lululemon. What do these logos have in common? The most creative logos often have a few key elements that communicate their brand. They could be simple, stylish or easy to remember. A brand’s typeface and graphic style should complement each other and work in harmony to create the perfect image of their product or service. A brand is an image, but it’s also a feeling.

Color is Key

Have you thought about colors for your logo? You’d be amazed at the connection between colors and the perception people have about them. You probably know that blue conveys security, calmness, honesty, and strength while orange gives off a happy, friendly and sociable vibe. Any guesses on red? Bold, bright and yes, sexy!

Where Will You Use Your Logo?

Lastly, make sure your logo is versatile and you have different formats available in png, pdf, ai etc. You’ll be using multiple platforms to promote your brand so you need to have working (and tested) logos for print, web, social media sites, promotional items, branded clothing and so much more. It’s also imperative that your logo maintains quality and shows up clearly in various sizes and percentages, reproducing extremely well. An experienced designer knows the tips and tricks to creating a dynamic logo. Work together to find a brand image and personality that shouts from the rooftop, how great you are.

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Rachel Leone

President at Leone Marketing Solutions

Rachel Leone is president of Leone Marketing Solutions a trade show and event marketing firm specializing in promotional products. For over two decades she has helped startups, small businesses and Fortune 500 brands stand out in the crowd with promotional products, premiums and gifts that create awareness and attract attention. For more information or a complimentary brainstorming session contact her at 781.740.3171 or rachel@leonemarketing.com