When you design a new logo there are many questions you need to ask yourself during the process. Questions about style, colours, size and lettering can be overwhelming at times, but the main question you should be asking yourself is “what am I trying to say with this logo?”
This question should cut to the heart of most other questions, for example if you can quite pick the right style you should be asking this question. Making all elements of the design cohesive becomes easy if you keep evaluating the purpose of the logo. If you have a bright colour scheme and a cartoon mascot it’s simple to show that a brand is fun and it stops mismatching elements from appearing. You don’t want to end up with a minimalist logo and an old fashioned font, as this will be jarring for the viewer and they won’t get a sense of what the brand is all about.
The online bingo brand Lucky Cow Bingo uses a logo that instantly shows viewers what they’re all about. Their cartoon style, bright colours and brand name tells everyone what they have to offer. They’ve got all of the classic bingo paraphernalia too, so there’s no way for a viewer to get confused about what they do. The brain interprets these indirect cues from the logo as saying that the site is fun and friendly, exactly what they want to show potential customers.
Other logos can be successful without text but a level of brand recognition has to be achieved first.
These logos are recognisable without the accompanying words but if they weren’t such big brands these pictures wouldn’t mean anything to us. Once a brand reaches those dizzying heights of public fame they can take a more minimalistic approach and just have a small graphic that represents them.
While designing logos the overall message should be your starting place, from there you have to brainstorm as many different ideas from this initial message. Think about the concept art for famous movies and how often characters change before they are solidified.
Don’t be afraid to go back to the drawing board during this phase, it will improve the quality of your final design if you finesse any ideas you have using trial and error.
If you’re going to have text and colours in your finished logo make sure you keep in mind the idea you want to convey, this will prevent mismatched design elements.
If you follow these steps you’ll end up with a logo that says everything you want it to say, make sure to ask other people their thoughts too and see if it translates. If not you can tweak your final design of go back to the drawing board.