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  Your business logo is a big part of its brand identity. It’s one of the things that (hopefully) makes your business recognizable, and is quickly associated with who you are and what you do. And, at the level of the subconscious, it gives your audience an impression of what kind of company yours is—your professionalism, how much you value aesthetics, and to what degree you can be trusted.
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So, it’s important that your business logo grabs attention at first sight, and remains memorable for good reasons. You can achieve this by being meticulous with the logo design process. This is important whether you’ll be making it yourself or contracting the design to some other party. Here are 8 things you need to get right if you’re going to craft a logo that rocks.

Understand Your Brand

First, you must have a deep understanding of your brand’s identity, values, and target audience. Ask yourself what message you want to convey and what emotions you want your logo to evoke. To be sure, these are things that your logo is capable of doing. A well-made logo that’s fashioned with specific intent will impress viewers in certain respects. So, put some thought into creating it.

Simplicity is Key

We are in an age of minimalistic designs. Artists know to not over-stimulate their audience’s visual senses with complex designs, as those could quickly turn them off. In any case, you’ll want your logo to be easily recognizable, and that’s more easily achieved with a simple yet elegant image. Overly complex designs can be confusing and fail to convey a clear message. Think of iconic logos like MTN, Globacom, Nike, or Apple – they all share a common trait of simplicity that makes them easily commit to memory.

Factor in Colour Psychology

Here’s a fact you should be aware of: colours play a significant role in shaping perceptions and emotions. For example, blue conveys a sense of serenity, while red stands for passion and aggression. You will want to choose hues that resonate with your brand personality and industry. Make sure your colour choices align with your brand message while being visually appealing.
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Versatility Matters

Your logo should be versatile enough to fit across various platforms, whether it’s business cards, digital media, or large-scale banners. If your design is scalable, your logo will remain clear and impactful, regardless of the size or medium. Test your logo in different sizes and formats to guarantee its adaptability.

Make Your Design Timeless

Trends come and go, but a timeless logo withstands the test of time. You’ll want to avoid falling into the trap of designing something based solely on current trends, as it might quickly become outdated. Aim to create a logo that will remain relevant and timeless, allowing for long-term brand consistency. Admittedly, this may be quite difficult to do, but a good clue would be to spin something simple—without too many different colours or multiple images and fonts.

Create Something Unique and Memorable

A successful logo is distinctive and stands out in the minds of consumers. Ideally, your design must differ in easily determined ways from those of your competitors. Some businesses try to mimic the logos of their industry’s biggest brands, but this often doesn’t yield the result they hope for. A memorable logo increases the chances of consumers recalling your brand when making purchasing decisions.

Typography is Crucial

If your logo includes text, you should pay attention to typography. Choose fonts that are legible and complement the overall design. Ensure that the text is easily readable in various sizes and formats. The right font can convey the personality of your brand and enhance the overall impact of the logo.

Seek Professional Help

There are lots of tools that allow you to create logos by yourself (ranging from CorelDRAW to Canva). But if you don’t have a keen sense of the aesthetic, you should seek the expertise of a professional graphic designer who can significantly elevate the quality of your logo. Designers bring a wealth of knowledge in colour theory, composition, and branding, things that will make your business logo effectively communicate your brand message.
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Final Words

A well-crafted business logo can become a powerful asset, one that contributes to brand recognition, customer trust, and a positive overall perception. When you’re making one, be sure to focus on its simplicity, versatility, and timelessness. This way, you’ll create a logo that stands the test of time and leaves a lasting impact on your audience.
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This article was first published on 30th January 2024


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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