Recipe for a Perfect Logo [Infographic]

Company Folders Inc. http://www.companyfolders.com 3m 700 #logodesign

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Making the Perfect Logo Design

Baking a cake sounds easy. You simply follow the directions on the recipe, and voila—cake, but what would happen if someone took the recipe away? Most of us would be at a loss. We might use the wrong number of eggs, forget to grease the baking pan, or leave the cake in the oven too long. Unless you’ve had a lot of practice, you won’t be able to bake a cake from memory.

Most entrepreneurs don’t realize that designing a logo is just like baking a cake. Some business owners have years’ worth of experience. They know exactly what type of logo will appeal to their customers—or else they hire a professional logo chef (i.e., a graphic designer) to create one for them.

Most business owners – especially for small businesses and start-ups – don’t have the experience to create a logo on their own or the funds to hire a designer to do it for them. That means a lot of entrepreneurs create logos from scratch, with little or no experience.

The result is that a whole lot of companies end up with logos that are actually hurting their business. Just like when you mess up a cake recipe, a poor design leaves a bad taste in your customers’ mouths, and it doesn’t take much for your logo to feel “off” to your clients.

So how do you make sure you’re creating an irresistibly tasty logo? The same way you would bake a cake: by following a recipe. Learn what ingredients to include in your design with this handy infographic from Company Folders.

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THE RECIPE FOR A PERFECT LOGO

BE ENTICING

Your logo must appeal to your target audience.

Example Target Audience

Single Man in his 20s

• Working full-time
• High school educated
• Loves sports
• Adventurous

Red Bull

• YES: Masculine and powerful
• NO: Fun and cute

BE UNIQUE

Avoid obvious design choices and clichés.

A global brand’s logo should never be a globe.

An air travel company’s logo shouldn’t be an airplane.

Make your logo memorable.

Design your logo distinctively so that it catches prospects’ eyes, even in a sea of other logos.

BE TIMELESS

Make your logos eternally relevant.

Examples: Nike, Coca Cola

Great logos are timeless and age like a fine wine.

Avoid trendy fonts and design elements.

Trends die out fast. Brush script fonts and 3D designs now look tired and outdated.

BE NEW

Strive for boldness with your design.

People should be transfixed by your logo’s uniqueness.

Don’t follow trends, create them.

It is always better to be the trendsetter than to be the copycat. If you chase trends, you’ll always be a few steps behind.

BE SIMPLE

Don’t be too busy.

HBO

Remember, less is more.

Say one thing. Have a message.

I <3 NY

Focus on a single, clear concept, not multiple messages at once.

BE CONSISTENT

USE YOUR DESIGN TO REINFORCE YOUR BRAND

Apple’s Symbol
Represents knowledge

Burger King’s Combination Mark
Resembles a hamburger

HAVE THE CORRECT BALANCE OF WHITE SPACE

Microsoft
Balanced

BLE Company
Unbalanced

TAKE ADVANTAGE OF SHAPE PSYCHOLOGY

Circles

• Community
• Unity
• Balance

Squares

• Balance
• Professionalism
• Security

Triangles

• Power
• Masculinity
• Stability

USE FONTS TO CONVEY THE RIGHT EMOTIONS

Disney’s brand is based on creating happiness through fun, magical experiences.

Fun and Creative, not Elegant and dignified font

LEVERAGE YOUR NEGATIVE SPACE

USA
Implied “S” between “U” and “A”

FedEx
Implied arrow between “E” and “X”

USE COLOR TO REINFORCE YOUR MESSAGE

Red

• WARMTH
• ENERGY
• AGGRESSION

ESPN

Green

• NATURAL
• ETHICAL
• AFFLUENCE

ANIMAL PLANET

Pink

• FEMININE
• TRANQUIL
• LOVING

VICTORIA’S SECRET

Blue

• INTEGRITY
• PROFESSIONALISM
• SUCCESS

IBM

Yellow

• INTELLECT
• OPTIMISM
• CHEER

Cheerios

Orange

• COMMUNICATIVE
• SOCIAL
• ADVENTUROUS

Timberland

Purple

• INTUITIVE
• CREATIVE
• IMAGINATIVE

YAHOO!

Black

• STRONG
• FORMAL
• SOPHISTICATED

BE ADAPTABLE

Does the logo look good whether it’s small or large?

It should have the same impact whether it’s on a small phone or a giant computer screen.

Does it look good in black and white?

It should be clear, crisp, and easily identifiable when printed in black and white or in just one color.

CompanyFolders

companyfolders.com

Source: http://www.companyfolders.com/blog/design-perfect-business-logo-infographic

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