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5 Tips to design the perfect logo for your business

A logo is more than just a combination of letters, colours and symbols. It forms one of the integral parts of your company’s overall brand image and identity. Get it right and it can become more recognisable than your brand name. Just think of some of the biggest brands in the world – Apple, Twitter, Mercedes-Benz for example – and you immediately picture their logos. A good logo can propel your brand right to the top of your industry so it’s vital that you spend time getting its design right.

1. Do your research

Don’t imagine for a moment that you can start scribbling something down on a blank piece of paper without giving it any thought. You will be living with your logo for a long time so take a good long look around you before you start. Line up your competitors’ logos side by side and assess what makes them unique, what industry conventions are apparent or even what they have in common. As well as being a source of inspiration, this is also an important exercise to ensure your idea doesn’t infringe on anyone else’s trademark.

2. Simplicity is key

The reason that the best known company logos work so well is their simplicity. Give your audience too many elements to absorb and they won’t remember it. If the design is too flashy it may also distract from your brand message. A visually-appealing but clean design works best.

3. Keep versatility in mind

Think about all the different places and formats your logo will appear in and on, both online and offline. If your product is based on an app then at the core of your design should be how it looks on a mobile device. If your logo is mainly going to appear in print then you need to think about how it needs to scale from a business card to, say, a 48-sheet hoarding.

4. The psychology of colour

Don’t overlook the importance of colour in your logo. Countless studies have been published about the effect of colour on the human psyche with certain colours provoking common reactions: red for danger, yellow for optimism, blue for peace, etc . The colour palette may be driven by the brand but if you have more flexibility with the logo design then think about your target demographic (which you will know from your research): their age, gender, cultural orientation etc will influence you colour choice and the message you want to convey. Colour is also an important differentiator from your competitors and will prevent any accusations of plagiarism.

5. Create a new typeface

This is where you can create something truly unique to your brand. It’s tempting to choose a font from the thousands available in the public domain, but a custom-designed font makes you stand out from the crowd, is trade marketable, and so prevents it from being copied. Plus, custom lettering will help to make your logo instantly recognisable.

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