Featured Image: Freepik.com/pikisuperstar
What do you think about when you look at an attractive logo design? The message it conveys or which elements have been used to connect with the viewer? Most people are likely to pay attention to both of those factors. Memorable and timeless logos are able to get people thinking for a long time. The graphic elements have a huge role to play in the success of a logo and brand strategy.
For instance, the colors or fonts can stay in memory and make it easier for consumers to recall the brand. Cadillac’s logo is recognized for its custom script that draws attention to the name. This is how graphic elements in logo design can impact the viewer and convert customers as well.
It’s why professionals in the industry and business owners pay a lot of attention to choosing the right ones in logo design. Whether you are creating a logo for your brand or working for a client, it’s important to understand what elements will stand out to the audience from the first look.
You can take the example of any famous and globally recognized logo. It could be the color palette, company name or imagery that people can remember or identify instantly. The golden arches of McDonald’s iconic ‘M’ are known for their distinct yellow and powerful impact.
This is just one example of how the graphic elements in a logo can increase awareness and recognition across the world. To help you create an impressive symbol, here is our ultimate guide to selecting graphic elements in logo design.
Brand owners and professional designers need to consider quite a few factors before getting started with the process. For instance, you should ask questions such as how do you want the audience to perceive your brand. What elements will represent the industry or niche of the business? Do I want to keep things simple or choose an elaborate design?
These are just some of the things that can influence your choice of graphic elements for a logo. Let’s take a look at a few useful tips and hacks that can help you select the best graphic elements in logo design.
Now, you can consider this as something similar to creating a brand persona. Just as you would define a brand and create a profile or personality with different traits for it, you need to build one up for your target customer. In branding, a customer persona is how you identify an ideal buyer for a range of products or services.
Most marketers and businesses create profiles for their potential customers and associate certain traits with them. This can help people understand the way a buyer may interact with a brand or behave when making a purchasing decision.
According to usability.gov, the purpose of a persona is to have ‘clear communication and reliable representation.’ Take the example of the B2C (Business to Consumer) buyer or customer persona created by Munro Shoes. It’s brief, highlights the relevant information and tells the brand what the customer expects from their products.
Customer personas can make it easier for you to select the right graphic elements in logo design. When you are brainstorming ideas in the early stages, think from the perspective of your target audience. Once you have an insight into their preferences and behavior, you can incorporate features that appeal to potential customers.
Here are some factors that can evoke a positive or negative response from the viewer.
Colors influence the perception of a brand and affect the mood of a potential customer as well. When you are aware of what your audience is looking for and their age demographic, you can choose soothing or energetic colors that convince people to invest in a product or service. If your customer base is mostly female, between the ages of 18 to 35, you may select colors like blue, purple or pastels that are sophisticated and showcase trust and reliability as well.
Once you are aware of your target customer, you can choose a font style that will appeal to them and communicate what a brand has to offer. Serif fonts can make a good impression on both young adults and people in the age bracket of 35 to 55 years. They are elegant and represent history or tradition. Consumers who do not want to spend a lot of time looking for trustworthy brands might be convinced to browse through a brand’s website or eCommerce store.
Many people may be interested in the mystery or meaning behind an abstract icon. Construction businesses commonly use such symbols in their logos. With a customer persona, you can identify how to pitch your product or service in the best way possible. An attractive icon could get the attention of other business owners or online shoppers.
When a logo is clear and communicates with the target audience, it becomes easier for them to understand the core message. Balance and alignment of elements are closely related to what your potential customer prefers. For example, if you are looking to reach out to experienced professionals who want to save time, then it’s a good idea to keep things simple in your logo. You can use a lot of white space or choose a wordmark or lettermark in modern Sans Serif fonts.
Logo Design Hacks
It’s important to clarify the niche or industry from the first look. Certain graphic elements can help you convey that to potential customers instantly. Animals, florals, shields or crests and nature imagery are a few design features that are specific to various industries.
Lions and panthers can convey strength, speed and reliability. Birds symbolize freedom and peace, and can have a calming effect on the viewer as well. There are many industry-specific logo design elements that you can use to create a memorable brand identity.
Automobile companies tend to use crests or animal imagery in their logos for a powerful impact on the viewer. The graphic elements are related to the automotive industry. If you take animals such as a horse or jaguar, you may think about speed, luxury and strength. When people are looking to buy a car or any vehicle, these are some of the qualities that they expect from the brand.
Similarly, other industry-specific imagery includes gears or wrenches that you may see in logos associated with construction or home improvement businesses. Many fashion or retail companies pick clothing items, shoes or accessories to tell people what they have to offer.
Logo Design Hacks
It is a good way to create a brand symbol that is unique and stands out from the beginning. Just take the example of the logos of Beats or Cisco here. The brands have included a clever or hidden message in their designs that has generated a lot of interest among the audience. With graphic elements such as white or negative space, typography, and circular or dotted lines, you can easily add a unique factor to the logo design.
By including a hidden message, you can express creativity and innovation too. It allows the audience to differentiate the symbol from competitors and get them to think about it later as well. You can take inspiration from quite a few famous logos that have cleverly highlighted their expertise or specialty with graphic elements.
Using white space creatively can help you hide an image or icon in your design that may represent the industry or positive traits associated with the brand. You can also incorporate diagonal lines, curves, loops or twirls to form a meaningful symbol or icon (think Airbnb’s logo).
Logo Design Hacks
According to a report, out of all the different devices that are used across the world, around 79.6 percent of them are smartphones. This number is expected to rise in the future. As digitalization continues to take over everything we do, you need to focus on the various mediums where the logo design will be displayed.
While the website or eCommerce platform is one of the first places that the brand symbol appears, you should also focus on social media networks, videos, emails and blog posts.
When you are selecting graphic elements in logo design, you have to consider a range of different digital mediums. For instance, look at how the symbol or icon appears in a smaller size and resolution. Mostly, networks like Facebook, Instagram and Twitter resize the image that appears in display pictures on profiles or pages according to their requirements.
It’s a good idea to check the quality of the logo on such platforms. If the visuals are confusing and do not stand out on the social media page, then you may have to make some changes or adjustments to the elements.
For an illustrative design, you could consider a simple variation with a lettermark or wordmark. Minimalist logos require very less work and you can easily upload the file on Instagram or Facebook without compromising on the resolution or quality. You should also test how the logo appears as a watermark before finalizing the design. It will be displayed on videos that feature on the blog or Youtube channel.
Logo Design Hacks
If you look at popular logos like Nike or Coca-Cola, you will realize that the companies have made minimal upgrades to their color palettes. This is mainly because designers followed the guidelines given by the brands and chose a contrast or monochromatic tone that can remain relevant for years.
The Nike Swoosh for instance is known for its simple black and white colors. While the audience may have seen it appear in various shades of red at times, the company sticks to neutrals in branding materials on print and digital mediums.
Now, the trick to selecting the right colors for a logo is to research within the industry and take inspiration from the latest graphic design trends. You also have to keep in mind how the tones or hues will affect the viewers. Colors in a logo can help build an emotional connection with the target customer. To build loyal and recognition, you need to choose relevant ones that bring out happy memories or positive feelings.
A relevant color palette can also make it easier for people to align their values with a brand’s. So it’s important to pick two colors or just one that can last for decades or at least five to six years. These are a few color choices that are timeless and can stay relevant for a long time.
If you think about it, the colors can be paired with neutrals or in contrast with a lighter ones as well. You can also use red and yellow for a restaurant logo or a business in the food and beverage industry. Most fashion brands like to keep it simple and go with monochromatic colors or tones.
Logo Design Hacks
In logo design, scalability is one of the most key features that designers and brand owners have to keep in mind. The symbol or icon has to maintain its clarity on flyers, brochures, stationery, blogs and email templates.
If the elements appear confusing or overwhelming for the viewer, you may find it challenging to draw the attention of the audience. For scalability, professionals include deliverables for clients in various formats like PNG, JPG and SVG.
As you are finalizing the design, it’s a good idea to preview the logo before you download the files. This will allow you to get a look at the imagery or icons in different sizes and on materials like business cards, envelopes or social media headers.
Once you know how your logo will look to the target customer in a smaller or bigger size, you can make changes accordingly. To check the scalability, you can create mockups as well.
Vector and raster-based graphics can be saved in SVG and PNG formats. You can see how the elements appear with a transparent background. JPG files work well for use on websites and in print as well.
Logo Design Hacks
For an effective branding strategy, you need to create print and digital campaigns that reach out to your target audience. This is where the usage and functionality of graphic elements in logos matter. Sometimes, abstract icons or symbols like an arrow, swoosh or speed lines can lose their meaning in clutter.
To avoid overwhelming the viewer, you need to include ample space around elements and create a balance with a neutral background or white space. This way, you can easily use the logo on a building, billboard and branding materials like letterheads or brochures.
It’s a good idea for you to see whether a logo can work in 3D or animated effects. The elements need to boost functionality in different forms. This means that the image, icon and text should work well when they are static or dynamic.
Since a logo may have to appear on a wall or might have to be posted as a GIF on Instagram, you should check if the elements are recognizable.
Logo Design Hacks
This is our ultimate guide to selecting elements in logo design. If you are looking to create one for a client or a business, make sure that you keep these in mind. Follow some of the hacks given above to create a powerful logo that helps build recognition and awareness in a short time.
How useful was this post?
Have you ever seen a big brand without a logo? No? That’s because there aren’t any. A logo has a major impact on how your customers will perceive your brand. So naturally, you want your logo to be outstanding. But how do you get there?
Don’t fret! This handy guide will teach you everything you need to know to design the perfect logo for you and your business. Whether you’re thinking to use a logo maker to get started or to work directly with a designer to design your logo, this handy guide will teach you everything you need to know to create the perfect logo for your business. From defining your brand’s identity and understanding what makes a great logo, to making the right design choices and navigating the design process, read on to learn how to design a logo.
A complete logo and brand identity design for affaire, designed by nnorth via 99designs by Vista.
Business really is like dating—you’re trying to attract the right customers and make them fall head over heels in love with your brand. So think of your logo as the picture on your dating profile. It’s what’s going to make people take an interest and try to learn more about you (or swipe left because you’re not for them). So you want to look your best, right?
Your logo will have a huge impact on the first impression your business is going to make: It will give your customers information about your brand and let them know if it’s right for them.
Because your logo is such an essential part of your brand, you want to make sure it’s done well. All your branding materials will have your logo on them. It’ll stare back at your customers from your website, your packaging, and your business cards. Make it count! A great, professional logo design not only has the power to communicate what you stand for. It will also make a good first impression and help you stand out from the competition.
Logo design for Native specialty coffee by Sava Stoic via 99designs by Vista.
You want your logo to communicate your brand’s personality. And in order to do that, you first need to understand what your brand’s core personality is. Once you have a clear idea of what makes you unique and what your brand is all about, it will be much easier for you to make design choices that complement and complete that picture.
Here are some questions you can ask yourself, to get to the bottom of your brand identity:
The hardest part of the design process can be the search for logo inspiration. Luckily we’ve got some tips for you that will make it really easy.
Logo design for idearoute by brandsformed® via 99designs by Vista.
Perhaps you are a conceptual person and like to start off by collecting verbal ideas. A proper brainstorming session can be just what you need to pin down the look and feel you’re trying to achieve. Here are three steps that will help you draw out the best creative logo ideas:
1. Follow the rules of the brainstorm: Brainstorming is about getting all ideas out (even those really really bad ones) and writing them down. Even a horrible idea can spark a conversation that leads to a genius solution.
2. Think like your audience: Make a list of words that describe your brand and how you want it to be perceived. Think like a person in your target demographic and always remember what would be important to them.
3. Get everyone involved: A one-person-brainstorm is fine, but only diversity will make the magic happen. Bring in people from every department or even friends and business partners. The more perspectives, the better.
Logo for Crypto Caveman designed by Virtuoso”
Logo for Sweet Trip designed by Terry Bogard
When it comes to brainstorming your logo, don’t be afraid of thinking out of the box and being a bit different. See how logos like the ones for Crypto Caveman and Sweet Trip cleverly combine ideas that you wouldn’t necessarily associate with each other—like cryptocurrencies and cavemen or a honey bee and a pin on a map? These original logo choices help them express character and stand out from the crowd.
If you’re a visual person, a mood board may be the perfect tool for you to get inspired. You can create an actual board by cutting out and pinning printed images or make a digital one (Pinterest would be the obvious choice here). Simply collect all the images you feel drawn to—those can be other logos, color combinations, illustrations or graphics, go wild! You’ll see, your mood board will reflect what style and design features you are gravitating towards in no time. Need a good place to start? We suggest checking out the 99designs logo inspiration gallery.
Logo for Simply Rooted designed by Virtuoso”
Logo for Rugged designed by KaWolfram
Think about how your business can be visualized in your logo. Simply Rooted is all about local, down-to-earth food and their vintage logo perfectly reflects that with hand drawn root vegetables. If you’re striving for a similar aesthetic, your mood board might include images of vintage logos, handmade illustrations and organic shapes and colors. Or take a look at how the Rugged logo visualizes its “rugged” brand identity in a bold and rough-looking word mark but still includes a luxurious vibe with a reflective gold effect. Your mood board gives you the opportunity to pull all these elements together.
The best place to steal borrow ideas? Your competition! Check out what’s already out there, what works well with your audience and what you should avoid. While stalking those other businesses, think about what makes them different from you and how you can emphasize these differences in your logo design.
Be sure to clearly set yourself apart from your competition. If all the other businesses in your industry are going monochrome, maybe you should opt for some color to stand out. If everyone else is traditional, maybe a fun and modern logo will attract attention.
A classic accounting logo for Orthrus Ventures designed by Genovius
A modern accounting logo for Tidy Finance designed by minimalexa
A fun and lighthearted accounting logo for HotToast designed by scribe
Check out the three accountant logos above and how they communicate their brand personalities. The lion logo for Orthrus Ventures is classic and reliable, while the Tidy Finance logo seems modern and cool. However, if fun and approachable is what you’re going for, let Hot Toast inspire you with its bright color and whimsical illustration.
Now that you have a clear idea of your brand and are feeling inspired, it’s time to start translating that into the design. There are lots of different elements that come into play here, from colors, shapes and graphics to typography. Isolating each component and what it can do for your logo will help you take things step by step, rather than getting overwhelmed with the whole design all at once.
When thinking about your logo, the first thing you want to do is pick the right design aesthetic for your brand. There is no one style that is right for everyone, only what’s best for your brand.
A classic and timeless logo for Wolfcrest designed by eLyateh via 99designs by Vista.
Trendy logos can be fun and exciting, but they can quickly look outdated. A classic style gives you better staying power and can help you reach a broader audience. This aesthetic keeps it simple and doesn’t venture out into crazy color palettes, graphics or fonts. A classic style tells people that you are reliable and down to earth.
A cool vintage logo for Timber Cafe designed by Sava Stoic via 99designs by Vista.
There is a reason why vintage and retro designs have been on trend for quite some time now. They instantly remind you of the past and evoke romantic feelings of nostalgia. A vintage logo tells customers that history is important to you and that whatever you sell is done right. Worn and hand-illustrated logos in brown and beige color palettes fit this aesthetic beautifully.
An ultra-modern, simple geometric logo for Ultra, designed by artsigma via 99designs by Vista.
Brands often choose a clean and minimalist style to communicate how fresh and modern they are. This style uses a lot of whitespaces, minimal details and simple lines often resulting in sleek, pared-back logos. A minimalist and modern style shows your customers that your brand is up-to-date, cool and knows what counts.
A colorful, whimsical logo for The crafting cactus designed by ananana14 via 99designs by Vista.
This is a popular choice for brands with a young (or young at heart) target customer. Fun and quirky style tends to be colorful and cute and often uses symbols or illustrations to create a positive and friendly vibe. Go for a whimsical mascot or a sweet illustration to let your brand’s fun character shine through.
Artfully hand drawn logo for Windhorst designed by bo_rad via 99designs by Vista.
Handcrafted style transports a clear message: this brand is individualistic and stands for handmade quality. The style works well in combination with other aesthetics, like vintage, to really drive the message home. But it can be combined with minimal and fun styles as well for a simple and sophisticated or a bright and youthful look.
Of course, these styles aren’t mutually exclusive: Just mix and match them to suit your brand. For instance, your brand can be both handmade and fun at the same time, just take a look at how the quirky, illustrated logo for The Crafting Cactus pulls it off.
In addition to the overall style, there are 7 main types of logos you can choose from when you are creating your logo. You can pick the one that suits your company name or overall aesthetic best, or combine them to create something unique.
Lettermark for Mark & Scribe designed by mm graphics
Wordmark for One designed by artsigma
Lettermark logos can be great to streamline your company logo, especially if your name is very long or hard to remember. Lots of businesses choose to go by their initials, just think of HP, CNN or H&M. These monograms can be great for minimalist logos, but remember that they are not very good at expressing what your business is about.
Wordmarks are a very straightforward way of using your company name as a logo. To give them personality and recognition value, they are all about typography—just look at the wordmark logo for ONE. If you’ve got a great name for your brand, this could be the perfect way to put it in the foreground.
Pictorial mark for Storm designed by Spoonlancer
Abstract logo for Printy designed by artsigma
Mascot for Gadget Mole designed by 3AM3I
Pictorial marks or logo symbols are what we think of when we hear the word “logo”. They are iconographic images that are easily recognizable and represent your brand with an image. You can choose something simplistic or more complex, but make sure to pick a symbol that creates a unique connection to your brand. Oftentimes these are paired with a wordmark (you know, so customers know your name… at least until you’re on par with Apple and Target in terms of brand recognition).
Instead of a recognizable symbol, abstract logo marks are geometric forms that don’t establish an immediate connection to an existing image but create something entirely new for your brand. An abstract logo mark will condense your business into a symbol that is truly unique to you. The logo for Printy shows how modern an abstract symbol can look while having lots of personality at the same time. If you want your abstract logo to create a certain mood or feeling, find out the meanings of different geometric logo shapes.
Mascot logos are a fun way of giving your brand a personality. They are often colorful, cartoonish characters that represent your business in a family-friendly and approachable way. To learn more about the ins and outs of mascot logos, take a look at the video below.
A combination mark does exactly what it says on the tin: it combines a symbol with a word mark to create an easily recognizable logo. The brand name is either placed next to the symbol or is integrated into the graphic element, like how designer ludibes demonstrates with the Brite Side logo. People will associate both elements with your brand, which allows you to use them both alone or together.
Similar to combination marks, emblem logos are also often a combination of word and pictorial elements. They usually consist of text integrated with a symbol or icon, such as badges, seals or crests. The Rockwell Lighthouse emblem shows, how these traditional shapes can give you a very old-school and classic appearance.
Colors can have a ton of different meanings. The psychology behind color is complex, but to keep it short, colors have certain emotions and ideas attached to them. To learn more about color theory be sure to check out this in-depth guide on logo colors and their meanings.
Of course, you don’t need to stick with a monochrome logo using just one color, but you can combine several logos colors to tell a complete brand color story. To choose colors that work well together, take a look at the color wheel.
The color wheel
In the logo for Soul Glow analogous work together to create a harmonious effect. Designed by Dudeowl.
The complementary blue and orange in this logo make both colors pop. Designed by onripus.
You want to pick a font that complements and completes your logo. There are 4 basic types of fonts you can work with to give your logo a unique look:
A classic and elegant serif font designed by sonjablue.
A logo with a modern sans serif font designed by simolio.
See how the font gives the Avalon logo a chic and timeless look? Serif fonts can make your logo look classic and high-end. Serifs are the little “feet” at the end of the letter, which makes them look a little more old-fashioned. They are very versatile and look great with any kind of design, but work especially well with vintage, elegant or classic designs.
Sans-serif fonts are perfect for a modern and clean look. They don’t have the little feet that serif fonts have which makes them look very sleek and simple. This works great for modern brands, like the minimal and cool Delta Salt logo above.
A hand drawn logo with script font designed by Mad pepper.
A decorative display font designed by Fe Melo.
Script fonts are reminiscent of handwriting. From elegant calligraphic fonts to relaxed and down-to-earth scripts, there is a huge variety out there. Use them to make your logo look more individualistic, like the Moon Rabbit logo above.
Display fonts are decorative fonts that are highly stylized and really catch the eye. Take a look at the Perfect You logo above that uses a display font to give the design a fun 70s flair.
Your typography can become really powerful when you combine different logo fonts with each other. Find out how in this guide to selecting fonts for your brand.
A logo design that is both classic and elegant, designed by vraione.
The colorful abstract shape gives this logo a modern and unique look. Design by Vectorila.
Now that you have an idea of all the different elements your logo consists of, you need to make sure that they work together. You want to pair them in a way that is harmonious to create the vibe you are looking for.
The logo for skincare brand Voany leaves no doubt that it is an elegant, natural high-end brand, using a combination mark in an organic shape, a classic serif font and a natural brown and beige color palette. Reflect Academy on the other hand looks disruptive and eye-catching by combining a modern font with colorful and abstract shapes for a fresh and unique look.
A unique and memorable logo for Lone Oak Studios by Mad pepper via 99designs by Vista.
Now that you have considered all of the necessary style points, you’re ready to start designing! There are many ways to get a logo, so you should consider which one suits you best. Agency, logo contest, 1-to-1 project or logo maker? Different prices come with different qualities and all options have their pros and cons. To get a good overview of your options for getting a logo, check out this comparison of the best ways to get a logo designed. Read more about how much your logo design should cost here.
We might be biased, but we think a logo design contest is the best way to get a logo. To make sure your design comes out perfectly, the first rule of working with your designer is to communicate clearly. Writing a clear creative brief is your chance to make your designer understand who you are and what you need. Make sure to give them as much information about your company and style as you can, so they can create something really unique for you.
Sometimes it may take a little bit of trust in your designer, but try to stay open to suggestions. Remember, your designer is an expert and has a great feel for what makes a good logo. Giving lots of detailed and clear feedback is what gives designers an understanding of what you like. It may sound cheesy but it’s true: the best design happens when you and your designer work together.
This logo by Martis Lupus is just one of the options Joyce Foods had to choose between in their logo design contest via 99designs by Vista.
They also had the choice between this artisanal logo by Zvucifantasticno…
… this modern logo by Abda_99…
…and this hand-lettered logo by kapralcev, as well as 152 more designs. It’s like picking a favorite child!
Evaluating your logo options can be hard, so get some feedback from friends, potential customers and colleagues to help you make a decision.
A good logo is immediately recognizable, reflects your brand’s message and makes you stand out. An effective logo looks professional and seamlessly fits in with a brand’s identity. A great logo also needs to work at any size and anywhere you want to use your logo.
A good logo:
But how to make a good logo? Here are some general questions to ask yourself when evaluating your logo options:
Obviously, your brand’s needs and expectations for a logo will be much different if you sell children’s clothing and need a simple logo that can be stitched onto fabric than if you make sophisticated high-end wine with an intricate label or a high-tech app that lives on peoples’ phones. So don’t forget to take a step back and consider the bigger picture while you’re designing your logo. This is not about personal taste, it’s about what works best for your brand.
This logo for Cactus Dental is definitely not generic. Design by am121.
This logo for Smart Source is classic and timeless. Design by SimpleIsGood.
Keep it simple, like this logo for Knotte, designed by gaga vastard.
There are some common pitfalls that await you when you’re designing your logo. Here are some tips on what not to do:
Now that you know how to design a logo, what’s next?
Once you have your logo, you’ve created the ideal basis for all the branding material your business needs—whether it’s business cards, packaging design or web design. By setting the tone for your style, color palette, font and overall look and feel your logo is the starting point for your brand collateral and your designer will be able to create a seamless look for you. And just like that, your business is ready to show the world its brand new face!
Author: Antonia Gesch
137
0
0
All Comments (0)
Previous: What is a digital business card?
If you are interested in sending in a Guest Blogger Submission,welcome to write for us!
Comments