5 Tips for Designing a New Logo

May 13, 2014

Designing a logo, whether for your new start-up or because your business needs a facelift, is more than just placing a name in a square and heading to print.  Your brand’s logo is the company’s first impression - one that impacts a customer’s perception of the business, their purchasing decisions and overall attitude towards a product.

What should your business keep in mind when it comes time to sit down at the drawing board and create a logo? Your BBB is here with a few notable suggestions:

1.    Be unique & clever:  Because a logo is what helps distinguish you from competitors, it’s important to be bold and stand out.  Do something different than what’s already out there; create something original, new and out-of-the-box.  It’s tempting you use an industry icon as a logo, but it’s important to think creatively to catch a consumer’s eye.

2.    Understand your brand:  Your logo is your introduction to the brand – it must reach and resonate with your specific target audience.  Is your brand contemporary?  Is it utility-driven or based on an emotional connection?  Think of what your brand’s personality is and translate that into imagery in the form of your logo.

3.    Color is key:  Speaking to your brand’s personality, the color of your logo has an implication and can help in conveying your messaging.  According to a study on the Psychology of Color in Logo Design, here’s a breakdown on the nuances of each color:

  • Red: energetic, sexy, bold
  • Orange: creative, friendly, youthful
  • Yellow: sunny, inventive, optimism
  • Green: growth, organic, instructional
  • Blue: professional, medical, tranquil, trustworthy
  • Purple: spiritual, wise, evocative
  • Black: credible and powerful
  • White: simple, clean, pure
  • Pink: fun and flirty
  • Brown: rural, historical, steady

 4.    Keep it simple: It’s important to keep a balance of simple and quirky when it comes to your logo. You want it to be interesting, but you don’t want someone to have to sit and stare, analyzing your logo.  In today’s digital era, your logo will also need to be functional on a variety of devices and across social media platforms.  Test out different background, icons and sizes to make sure it is compatible.

5.    Be patient: All iconic logos, like most everything else, take time to gain popularity.  The Nike Swoosh, McDonald’s Arches and Apple logo didn’t become the world’s most recognizable logos overnight.  Don’t make changes to your design because you initially don’t receive the recognition you expected; if the time eventually comes to mix up your logo, pull elements from your previous design and evolve it into something new.

Looking for more tips for your business? Check out our BBBlog at bbb.org - it's updated daily with new & exciting tips and tricks to help your company grow!