Many people do not realise the important role played by the logo.

A logotype is the first thing a customer sees when they go to a website, look at a business card, browse a catalogue or look at an ad in Google Ads. It sounds quite simple and generic, which makes many people underestimate the importance and value of a logotype.

In what follows, we will give you some (in our opinion, the most important) elements of a logo that you should pay attention to.

Log Test

To start with we will test your logo. Before we get into discussing the basics of logo creation let's evaluate a logo you've done recently if nothing comes to mind use a logo from the internet.

ADD ONE POINT FOR EACH “YES”

Can your logo be used horizontally?
Can your logo be used horizontally and vertically?
Does your logo look good in black and white?
Is your logo visible on both white and black backgrounds without an additional border?
Can you sketch your logo in less than 5 seconds?
The font used in the logo was purchased or is it Lobster?
Does the logo have a maximum of 2 fonts?

FOR EACH “YES” DEDUCT ONE POINT

Does the logo consist of more than 2 colours?
Does the logo have more than one shape / figure?
Are any shapes in your logo distinct rather than abstract? (e.g. a globe or a car)
Does the logo contain any graphics?
Is there a photo or more complex pattern in your logo?
Does your logo have a gradient?
Does your logo include the default system font?

RESULTS

0 = Don't even think about it!
1-4 = It's ok.
5+ = Great job!

Whatever result you get be assured that there will always be someone who has a few comments of their own. Improving the logo depends on a correct understanding of the branding.

Branding and logo

Your brand is the sum of all the interactions between customers and your organisation. Your brand is the music your customer hears when they talk to you. It's the location of your business, it's the car park outside your office and whether or not there are trees growing on it. Your brand is every interaction with someone on your team.

What important role does a logo play in creating your brand?

Your logo appears everywhere. On your website, business card, flyer, letterhead, car or TV commercial. The most important thing, however, is that the main purpose of a logo is not to tell the whole story of your company. Compare the logos above. Notice how most large corporations deal with words or at most very simple geometric shapes? Compare them to the smaller companies on this list. Which ones have lots of fonts, colours and shapes and which ones have me? A logo should be an impression. Suggestion. The purpose of a logo is to provide a clear, recognisable message. A logo works in conjunction with your name to make your brand unique, but in no way should a logo tell the whole story.

4 principles of logo design

1. Start with your brand.

When choosing or designing a logo, look at it through the lens of your brand. Ask yourself the hard questions. Find out who your customers are and what they expect from you. Find out what you want from your customers. If your budget allows, conduct research and think about your company's mission.

Remember to ask the right questions internally or ask yourself. If you ask 10 people if they prefer blue more than green, you won't get anywhere. If you ask: „Is it more important for my company to look more technical (in this case the colour blue) or more fashionable (usually the colour green)?”, this will give you a direction for your company. If you're showing a group of friends or family an initial logo concept and asking them which they like better, you're already lost - imagine that not everyone likes chocolate! Once you've defined your brand, it's easier to make sure that your logo effectively represents that brand.

2. Simplify

Unfortunately, it's true - the more lines, shapes, stories, colours and fonts you want to include in your logo, the more provincial the end result will look. If this is your goal or business idea - great - don't be afraid to break this rule. In any other case, less is better. Remember that your company's logo is not its story - it is a single thought meant to be associated with your brand.

Try to reduce the number of fonts from one - focus on making it unique. If your logo also includes a slogan you can choose an additional font for it. Three fonts and more is a bad idea no matter how big a company you are. Use solid strong colours instead of using gradients. Gradients look amateurish and in addition often prevent proper printing.

3. measure high 10 times higher than you assume.

If you are a company that earns £100,000 a year compare yourself to the companies you are competing with that earn £1,000,000 or even more!

Don't worry about what other companies turning over millions of pounds a year in your industry are doing. Follow the principle of dressing for the job interview you really want, choose your logo for the multi-million pound success story you know.

4. know that not everyone will like it.

Let's face it - not everyone will be happy with your choice. Any major rebranding or logo change should be coupled with an extensive opinion poll to make sure people understand why you made the change you did. Of course, when starting your business you still have this to do.

Of course, some would prefer a logo with a flower and some would prefer a greener logo - remember, you choose! Consulting the design of your logo with your family is a good idea but remember that Uncle Michael doesn't know what UX is.

Do you know of a case of a company that has already achieved success and its logo undermines confidence or simply stands out from it?
Do you know the mathematical formula for the perfect logo?
How do you evaluate your own logos as you create them?

Let us know!

11 ideas on what to suggest when designing a logo.