Introduction
Why is it so important and which apps should you use?Read on to get our top ten tips you just can’t miss for getting the best logo.
The question ‘Why do I need a Logo?’ is not voiced as often in early 2021, as it might have been in the past. Setting up a website and social media platforms are key steps in launching any new venture, and images and logos are usually the first assets to be uploaded.
But what is a logo? And why are logos so important?
History
Semiotics or Semiology is the study of signs, symbols and signification. Scholars of the discipline know that signs and symbols were used to convey meaning long before humans used written words. Cave paintings, often depicting humans hunting animals, have been found from as far back as 70,000BC and pottery decorated by hand in Ancient Egypt conveys a huge amount of information about the society, politics and cultural mores of the time.
It’s fascinating to think that we can understand so much from these simple images, even though we have such different lifestyles today.
Famous
Ferrari Tesla Apple and Nike are just a handful of brands whose logos are instantly recognisable across the globe. They are powerful symbols of the brand personality which can transcend linguistic and cultural barriers. How much would you pay for a Nike T-Shirt without the Nike logo? How does the Apple logo fit within the wider context of UX of their products?
Design
It’s never been easier to design your own logo; there is a range of software or apps you can use even if you don’t feel you are very skilled in design or technology. Adobe is the current favourite in the Most Valuable office but we also use Canva and there are many more on the more market.
It has never been easier to start building a brand from a cost / skills / knowledge perspective, but equally the marketplace is very crowded. In a global, digital world you will find yourself competing against everyone in your field, not just those in the same location.
First impressions count. If you have a limited budget, it pays to see brand and website design as an investment rather than a cost.
The Magic of Fonts
Fonts are proof in black and white (or whatever colour scheme you’ve chosen for your brand) that it’s not just what you say but how you say it. The font you choose will have a big impact on how your brand is perceived so it’s important to bear the following things in mind:
- What does the font ‘say’ to you?
- How does it interact with your logo?
- How does it speak to your brand values?
- How does it compare to fonts used by others in your industry?
You can find many fonts available for free at www.fonts.google.com
Pro-Tip
If you plan on using a particular font on your website, check first that it is web-safe for HTML and CSS.
Make sure you view your website on different browsers and devices and add fall-back fonts into the code.
Colours
Colours are possibly the most important aspect of branding, given that the human eye sees colour before it sees anything else. Tempting though it might be, it’s probably wiser not to reinvent the (colour) wheel. You will probably find that most brands in your industry use similar colours so do the same, but you can use shades, tones, contrasts and palettes to communicate your USPs and values.
What Makes a Good Logo?
There are 5 key principles to bear in mind when choosing or designing a logo. The end result should be:
- Simple
- Memorable
- Timeless
- Versatile
- Appropriate
Where to Use a Logo?
Every element of your original content online, including all your digital real estate, and all your physical products should bear your logo. It provides recognition and assurance to your customers and clients.
How Much Does a Logo Cost?
The cost of designing a logo can range from free (or almost) if you have the confidence and technical know-how to do this yourself, to 5 figure sums for those who have the budget. It is worth reiterating that costs associated with logos, branding, copywriting and all aspects of digital real estate should be thought of as investments – and on going investments – rather than costs.
How Much is a Logo Worth?
In 2021, brands increasingly do business online which means a customer makes a buying decision before they have met the person they’re doing business with or had any physical contact with the product. This means that every aspect of your branding and digital communication is working harder for you than ever before.
A customer could spend thousands with you without ever going into a physical store or meeting you or any member of your team.
Ultimately the value of a logo will be the sum total of the logo itself, how your business or brand conducts itself over time, and its reputation with customers and potential customers.
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