Logos are a series of shapes, values, and colors. They are visual symbols that help tell the story of an organization. People make assumptions about core values, principles, and who brands really are based off this symbol, so this is definitely something worth putting time and effort into! Some things to consider when designing your logo:
While your logo is the introduction to your brand, it doesn’t necessarily have to be straightforward. For example, if you own a pizza parlor, you don’t have to throw a pizza slice in your logo! What’s more important is to be original and identifiable by using appropriate colors, typography, and thoughtful design.
When choosing your palette, keep in mind that colors have meaning and evoke emotion. Choose a palette that delivers the right message of your organization. Keep in mind that colors are filled with symbolism and a message lies behind each and every one of them! See color meanings below.
- Red: energetic, sexy, bold
- Orange: creative, friendly, youthful
- Yellow: sunny, inventive, optimism
- Green: growth, organic, instructional
- Blue: professional, medical, tranquil, trustworthy
- Purple: spiritual, wise, evocative
- Black: credible and powerful
- White: simple, clean, pure
- Pink: fun and flirtyBrown: rural, historical, steady
Surprisingly enough, typography is a pretty complex concept! To truly understand the idea behind type, this resource is a nice starting place. If you’re not looking to be an expert today, here are some quick tips:
- Limit your fonts - use no more than two fonts without justification. Think clean and simple!
- Understand kearning - in a nutshell, this is the precise space between letters. It doesn’t seem important, but trust us, it is!
- Consider size - think about all of the applications logos are used in. Be careful with typographic elements and ensure they are still legible at a very small scale. Be forward thinking when it comes to applying your logo in smaller instances. Perhaps forgo on including the type and highlight solely the mark. Adidas is a nice example of a brand that uses variation when it comes to logo application.