Among the many tasks a new business owner has, creating a brand identity and logo is the most important. The color schemes, voice, and logo of your brand should be
consistent, so they require much consideration. There are no do-overs, because once people recognize your logo they remember your brand... and you do not want to
mess with that in any way.
Before getting started, view our essential tips and a few examples from successful brands. Learn from the best, consider your options at length, and then move forward.
In the early stages of brand creation, you may feel like options are limitless, so let us help you narrow it down. Remember, your goal is to leave a lasting impression,
build credibility, and send a message quickly. The logo you choose should do exactly this.
#1 - Determine a Color Scheme
Understand the psychology of color, and what your company will represent. If you offer financial services, green is obviously the way to go. Maybe you're selling beauty
products, in that case, pinks and neutrals make up the ideal color palette. Do you research to choose two-three colors you wish to use. Don't opt for too many colors
unless it fits your brand identity (example: Rainbow Bagels). The idea is to keep it simple so viewers can easily digest the information your logo delivers.
Coca-Cola has had the same color scheme and logo for decades. It consists of only two colors and one font, but we know what it is as soon as we see a fraction of the logo.
Their labels change with the season, but the colors and font always remain.
# 2 - Consider What Your Brand Represents
How do you want your customers to feel? Is your product or something that will better their lives? Think about what your brand offers, and find ways to include that in
your logo or tagline. So many brands are great at this. Clothing line LuLaRoe does this by using the tagline "Life is too short to wear boring clothes", which is perfect for a
brand that promotes unique clothing in limited quantities. Converse does it with a product. The "All Star" sneakers are just one of many products by converse, but they
have almost become their own brand. This style was used originally for basketball, and in later years it became a status symbol for the alternative/punk/emo crowds.
The logo includes the style name, and the traditional Converse star. Viewers instantly know this is a style by Converse just from the style, which is why there are so many
knock-off brands. They can create the same style, but because the logo on the back is simple, large, and clear, it's easy to determine which is the impostor.
#3 -Capture Interest Quickly
Your logo needs to capture the interest and attention of a viewer quickly. You can do this the way mentioned above, by sending a clear message through your logo.
Consider a variety of ways you can tell them what you offer in just a few seconds. This might sound challenging, but every good brand does this. For this one, let's talk
about the BMW logo. Their logo is clean, simple and clear. It looks like nothing BUT a car brand. They hit the nail on the head with this one. Because BMW makes a
luxurious, high quality car, their logo has become a status symbol for almost everyone. If you didn't know about BMW, you'd still see their logo and automatically think
#4 Be Unique & Make it Memorable
You need to stand out above your competition. Find a unique way to show who you are, and double check to make sure another brand isn't using something similar.
Take the Starbucks logo for example. There's nothing quite like it around, and when you see it you immediately know what it is. Even for those who don't like Starbucks,
they recognize what's in that cup. Even posting this photo right now makes me want a Vanilla Bean Frappuccino, and THAT is great branding!
#5 Put In a Good Effort, But DON'T Overthink It
While everything mentioned above requires time and effort... don't overdo it. Spend your time and resources on the logo, yes... but don't cut into the time you need to build your brand and establish credibility with your followers. While the logo is extremely important, it matters more how your brand engages with potential customers most. Don't forget that when working on the logo. Let's look at Apple products. Their logo is one color, and one simple image. It's just an apple, but the branding behind it is what makes it so memorable. Your marketing efforts and logo should work together in synergy. Never sacrifice one for the other, because they do their best together.