The logo is the face of the company. It is he who sets the style and direction of the design of all subsequent elements of the corporate identity. You need to approach the choice of a logo with all responsibility, taking into account many factors. Today, experts from the InGenious Guru talks about how to choose a ready-made logo for your company using their own examples. What to look for and what should be the right logo?
Minimum details
Remember that a logo and an illustration are two different things. Of course, illustrative elements can also be found in logos, but still the main principle in logo design is conciseness. Do not overdo it with details, relieve the complexity of the object as much as possible, do not shrink or arrange complex scenes. A logo is usually one graphic image + company name. Sometimes the name itself is a full-fledged graphic element. So remember: less is more! In the pursuit of minimalism, you can also overdo it, but the reverse situation is much more common.
Maximum readability
Do not turn the logo into a scribble whose meaning is clear only to you. After all, your task is to make the logo not only memorable and make a positive impression, but also tell the potential client about whom you are. Therefore, make sure that the logo text is easy to read and understand. Of course, there are many examples of intricate typography in logos, and some of them are certainly good, but if you have to choose between the fancy text effect and readability, do not hesitate to go with the latter.
Consider color options
Even if you already have corporate colors that you are not going to deviate from, and the color palette of the logo is the issue, consider a black and white version of the logo. More than once it turns out that the b/w option is necessary, for example, for printing on a conventional printer, or in promotional material, in which the proximity to other colors will not play in favor of your color solution.
Put your logo on a dark background
Continuation of the previous paragraph. This is another important point. Make sure your logo looks good on both light and dark backgrounds. Try inverting the colors in black and white. This will come in handy for you in the future.
Minimum fonts
Never use more than two fonts in a logo. Moreover, ideally limit yourself to one at all. Remember to be concise and try not to deviate from this rule, including when it comes to choosing a font.
Check scalability
A logo can look absolutely amazing on the full screen of your HD monitor, but remember that a user viewing it from a mobile device will see a very different picture. Therefore, always check how the logo looks in all possible sizes. Imagine how it will look on a large outdoor banner and on a business card.
Think about the future
In design (as in almost any other field) there are trends and fashion trends. Try not to run after fashion, because the logo is not clothes that can be changed daily. Try to choose looks and shapes that will last for years and can be redesigned later without compromising brand awareness.
Remember the occupation
Your personal taste is a wonderful guide, but you should not follow it blindly, forgetting about the main task: to reflect the essence and activities of the company. Make sure that the image you choose matches the type of activity of your organization. Even if we are talking about an abstract symbol, try to capture its mood and try it on for yourself and your clients.
