8 Important Things to Consider When Creating a Logo

Creating a logo for your business?

We live in a visual world. We are judged on how we represent ourselves in milliseconds – and those perceptions either help us or hurt us.

In the modern digital age, Businesses increasingly have to compete for attention and credibility as well. And the ways in which we have to compete are going far beyond the traditional confines of a business card and a brochure website. Today, it’s about building your image through multiple visual touch points like the signs on your building and offices (because a business with no sign is a sign of no business), corporate and how-to videos, and the myriad of social media pages (Twitter, LinkedIn Business, Facebook, etc.). The list goes on, and its only getting longer.

The first question to ask is: How does our logo identity represent us? Is it dated, ugly, talking to the wrong people, off-strategy, or weak compared to competitors? These things matter because they can be costing you business.

We love to help businesses command attention and regain credibility.

Here are some handy points to ponder when you’re company is ready to finally design or re-design your logo:

1. Show Your Inner Self

The United WayOn the surface, many businesses seem the same. But we know the reality is very different. Every business has many differences: What they offer, how they handle customers, and, perhaps most importantly, why they do what they do. Their reason for being needs to be communicated in their logo. And this is where a great logo designer pays for him or herself – they will understand you and your company, and brings those qualities out. Great logo designers help make people see the great personalities in companies. In this case, the United Way is shown to represent a helping hand, helping the small person, and people of all colors. Feeling charitable?


2. Who Are You Talking To?

DisneyTo quote Paula Hope, Referral Marketing Expert with the Referral Institute: “To be specific is to be terrific.” Business needs to understand who their ideal client is and communicate to them. It makes no sense designing anything without knowing who it’s for and making it for them. For Disney, it’s about fun and playfulness. The script they created speaks to this whether it is just a word mark, or it’s surrounded by the enchanted castle.

3. Strong Design is Captivating

Dulux - Let's ColourNow that you know who you’re talking to and who needs to see your logo, make a statement to them with a strong and appealing visual mark. People are geared to remember things through their busy day that stand out and resonate with them. Create a logo that does just that and gets into the mind of your core audience. For Dulux paints, the banner showcases that they are not only in the color game, but they are dancing and enjoying it. The ribbon sucks us in and we feel the motion and dance of great color.


4. Think Different and be Unique

AppleDo you remember the drive in to work today? The idea that people easily forget sameness is punctuated by this – we do remember things that are different and which stand out. Most important here is association. Try and be different from your competition. See what’s being done in your industry and do something else. Steve Jobs’ vision for Apple was to always set itself apart by out-designing its competition. When the original Apple logo with the rainbow stripes outlived its purpose and looked dated, they made it sleek and modern with this minimal look. It certainly represented their position as a cool design leader in a very crowded market.


5. Less is more

Kellogg'sYour logo needs to be simple, but simple doesn’t mean lack of complexity in terms of minimal. Start and tear out all the elements that confuse and clutter. Kellogg’s went with an old fashioned typeface that was reminiscent of being old school and classic. They didn’t need to add more than that. The logo would be supported by the product, but the simplicity of the logo speaks for itself.


6. Think Adaptable

TargetPens. T-Shirts. Billboards. Companies will want to put logos on everything so your logo needs to be able to be adaptable for a lot of situations. Your logo should be as identifiable in 1 color printed on the side of a gym bag, as it is in its full-colour glory rotating on your office big screen TV. Target is a great example of adaptability. Their logo is simple, but its application on everything – including as a pattern – is legendary. Adaptable is King.



7. Big or Small – Your Logo Says it All

BMWToday, adaptable doesn’t just refer to its colour application, but also to the size in which it’s presented. We need to think in terms of your logo being shown at 16 pixels by 16 pixels, and also being shown on the side of buildings. A simple logo, like BMW, can grow from very small to extra large and still remain identifiable.




8. Make it Timeless

MercedesEverything is changing with lightning speed; however, we cling to the standards of what we know. Think of Mercedes – their logo has changed little in over a hundred years, but it still represents classic values of strength, expertise and confidence, but also embodies modern technology, leading their category and innovation. It is important for a great logo to capture the here and now, while not alienating your business by being stuck with something that quickly becomes dated.


Great branding companies and designers incorporate these tenants into their processes when creating a logo. They help companies establish answers, and execute great creative to build great and timeless logos. The logos visually support great branding strategies and create real impressions in the minds of your prospects and clients. Done well, half of the selling conversation has been done for you. People will trust you, believe you and will want to buy from you. In essence, great logos are all about connecting your business on a subconscious level with real people.