Logo Design Adelaide: A ‘How to’ guide for designing a logo that doesn’t kill your business
Without even thinking about it, we all subconsciously know how important a logo is for a business. When you’re hungry, and you see the big “M”, do you not suddenly have a craving for McDonald’s? When you look at the face of Colonel Sanders peering at you from a great distance, is it not your first instinct to buy a bucket of chicken and the odd side of wicked wings? That doesn’t just happen by accident.
A logo represents a company’s culture through the use of an emblem and a tagline, and over time, we begin to associate colours, fonts, and simple pictures with that company. While businesses might update their logos as time goes by, the original identity often remains – such as the face of Colonel Sanders (which sometimes haunts me with chicken in my sleep), for example, and they never do stray too far from their original image to retain that brand recognition.
However, an advantage that entrepreneurs have in this day and age is the ability to have their business logos reach a wider audience. Where traditionally we were confined to our own countries – and even our own towns – we can now benefit from global coverage in print, online, TV and radio, and it’s more important now than ever before to use experts in logo design in Adelaide to help our businesses stand out from the crowd.
The aim of the game, is, of course, to create an outstanding logo that will stand the test of time, and evoke feelings in our target markets. It’s crucial that you get it right the first time, as changes too early on after release can have a detrimental impact on your brand recognition – potentially undoing all your hard work. No pressure, but creating a logo that just doesn’t work is not a risk you want to be taking.
Before lift off
It doesn’t matter whether you plan on becoming a butcher, a baker, or a candlestick maker, research is crucial when it comes to creating a logo that stands out. The goal is to carve out a niche in the market just for you, and the development phase is one of the most vital parts of any startup business to do so.
Creating a logo is not as easy as just drawing a few shapes and adding your business name to the top of it. You need to have reasoning and ideas, and a system in place as to why your logo is how it is. Creating the perfect logo can take weeks or even months, but without planning, you have little hope of building one that resonates with your target market.
The first step is, of course, to start. Get some inspiration from what other businesses are doing, and find out what you like, and why. If the McDonald’s logo attracts your eye, ask yourself why. Is it the colour? The shape? Or is it just the delicious burgers? If there’s anything you can take away from that logo that’s usable for your own, don’t be afraid to do so. However, if there’s one rule you must follow during the research process, it’s to make sure you adhere to all copyright laws. Any imagery, fonts, shapes, and even colours you use, must be creative commons, or you must get the licences to use them.
Once you’ve got an idea of what you believe will work for your business – at least in sketch form – take it to a logo design expert in Adelaide. As they say, two minds are better than one, and if you can have an expert run their eye over the sketches you’ve put together with the idea that they can bring it to life, you’re almost ready for the next step.
In your research phase, you would have decided on your target market, and who is likely to buy your products and services. As a result, you would have decided that to get that market with enthusiasm, you need a logo that appeals to them. For example, let’s say you’ve opened a children’s kindergarten. It’s fun; it’s youthful, it’s vibrant. Then, you go and add a plain brown logo with Times New Roman font. It doesn’t scream “fun” does it?
It’s crucial that your logo style yells at the audience you want to get. A dealer in antique-style furniture would probably go for the classic image, while a dentist’s office would use clean, elegant lines with a contemporary touch.
If you need to, experiment with a few ideas, and ask people for their opinions. Gather friends, family, business partners – or even strangers off the street – and ask them which one they like the best, and for what reason. Just remember to document your logo’s journey so you can see how it all came together.
Colour is one of the most critical aspects of any logo. For many, it’s often the first thing that draws your eye – such as the purple of Cadbury, or the black of Rebel Sport. Colours, however, aren’t just chosen on a whim. There is a scientific method behind selecting the perfect colour logo, and if you get it wrong, it can spell disaster for your image.
Have you ever wondered why branded power tools are black, yellow and orange? Or why accountancy and consultancy firms, as well as dentists, use blue, grey, and brown in their logos? They aren’t their favourite colours – as we’re sure no one would use brown by choice – they are merely what is going to be more efficient in capturing their target market.
Colours, more to the point, have associated meanings and significance. Red and orange mean youthful energy and passion, but it can also mean danger, so use it carefully. Yellow, on the other hand, is cheerful, friendly, and is more often than not used by creative agencies. Green is suitable for nature and eco-friendly establishments, while luxury brands tend to lean towards purples and golds – reminiscent of royalty. Even black finds its place in the world, standing for a minimalist approach, or if you’re in New Zealand – the All Blacks rugby team.
The serious and classic grey is excellent in the right context, while blue and white are clean, classic and pure. Every colour has its place in your logo, and it’s helpful to know the psychology about it before you create your children’s play centre logo in a deep shade of brown.
Shapes and Icons
Will an abstract shape, geometric design, illustration, or character fit best into your imagined and yet-to-be-born logo? It all boils down to your research, your target market, and what discussions you have with a logo design agency in Adelaide.
Keep an open mind, be agreeable to new influences, be willing to change, and work with your designer to find the best shape or design that ties in with your goal the best. Choosing a shape for your logo is, once again, not a decision that can be made on a whim. Once it’s designed and released to the open market, it’s exceptionally difficult to retract it. Make it artistic, dramatic, uncluttered, and ensure, most of all, that it represents your business well.
A variety of dramatic, quaint and cute typefaces have been around for an eternity, with more variety available now than ever before thanks to graphic design programs. The problem is that not all of them are suitable for logos, and serve more of a decorative purpose. The choice of fonts certainly stirs moods and emotions. Compare the blockbuster movies and newspaper headlines, the typefaces popular in the Wild West and fashion magazines.
Childish and comic fonts would set the scene for childcare centres and toy shops. Accountancy firms and law firms would benefit from more serious and dignified fonts that are clear and concise. Look around shop fronts, on websites, and in newspaper ads to understand the trends. Even better, find out what your competitors are doing. Pay attention to their use of fonts, and their branding as a whole. Being a little different from them, but taking onboard their use of typeface may just help you choose the perfect font.
Writing a Tagline
The perfect tagline is one your customers will remember. It’s simple, catchy, and is usually no more than three to five words long. Take a look at some of the world’s leading brands to find out just how successful and essential a tagline can be. Nike, for example, uses “Just do it” and it works exceptionally well. Being a sports brand, it tells an entire tale in just three words. Just do it. Just exercise. Just get out there and give it a go. Those three words must have meaning. Otherwise, you may as well just put a paragraph as your tagline.
Launching a new business successfully into the marketplace relies on three aspects: a logo, tagline and brand name. All three need to work together like a three-sided alliance. Even though established and long-standing businesses frequently launch new campaigns with improved models, features or services with innovative advertising, they still do so with those three aspects that never change.
Like parts of a well-oiled machine, your entire advertising package needs to click, look and feel wholesome and be spectacularly attractive without overdoing it. Your branding also has to be suitable for numerous media outlets to remain consistent. Therefore, you have to make sure that regardless of whether your branding is featured on the internet, a TV screen, in a newspaper or a magazine, it will always remain the same. Consistency is ultimately key.
Your branding needs to wow your target market; it needs to “pop” and it needs to be consistent.
• A well-designed logo is compulsory to build a brand.
• Research the market, assemble ideas and images and discuss the planned logo with your designer.
• Make a suitable choice of styles like classic, quirky, or contemporary.
• Choose your colours based on their meanings and significance, rather than what colour you like the best. “I like blue” is not reason enough to use it in your logo.
• Opt for fonts that represent your brand well.
• Choose a tagline that packs a punch without saying too much.
• Make sure your entire branding package is flexible for all forms of media.
Quak Design will walk your organisation through all the exciting and creative phases of a complete logo design. From concepts, design, and a comprehensive branding guide, you can rely on this expert logo design in Adelaide to help your business stand out from the crowd.