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From the Golden Arches of McDonald’s to Nike’s iconic Swoosh, logos are one of your business’s most powerful and iconic elements.
Logos take a lot more research and planning than you think. Let’s go over some crucial design tips that can help you design the perfect logo.
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It takes more than just a Photoshop drawing to create a logo. Every element of your logo should be completely intentional. Your logo should be:
Let’s break down the six main things you need to create the ideal logo.
Your logo should be accessible and usable on all digital platforms, such as Facebook, Instagram, Google My Business, YouTube, LinkedIn, etc. Each platform has specific image guidelines and recommendations.
Research and follow the guidelines of each platform you’re using your logo for to ensure the logo is used most effectively. For example:
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Your logo will appear on websites, print ads, billboards, social media, and even on physical merchandise. Your logo should be scalable so it retains quality in different sizes and mediums.
One way to do this is by using vector graphics. Vector graphics essentially allow resizing without pixelation, which makes icons and images easily scalable and modified without losing quality.
Use high-resolution images as well, especially for print and web-based applications. This keeps your logo crisp and sharp on physical and digital surfaces. A resolution of 300 DPI (Dots Per Inch) is ideal for print, while 72 DPI is ideal for websites.
To create a logo that tells your story, first identify your brand’s story. Ask questions like the following to define your brand:
Follow general storytelling rules to help audiences relate to and understand your brand better. For example, stories stem from personal experiences, so it would help to look back on your brand’s history and how you got to this point. As you’re doing this, try creating a mood board — gather and pin up colors, fonts, and other visual elements that could inspire a logo.
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Colors also evoke different feelings and values. Here are some examples of colors used by different companies and the feelings they evoke.
Choosing the right color palette can be tricky, so here are some color tips that’ll help you choose the best color palette.
Research your industry and see what common fonts are used. For example, tech companies use sleek, modern fonts like Proxima Nova, Open Sans, Bodoni, and Montserrat. Law firms lean toward traditional and formal fonts, like Baskerville Garamond, Helvetica, and Futura.
Iconography is often associated with Picasso and William Blake — go simpler than that. Iconography is the use of simple, recognizable symbols or images that represent — and relay — a brand’s identity.
A logo’s visual elements and text should work harmoniously together to create a cohesive image. Icons should describe your business without being overly literal. Seek inspiration from other businesses in your industry and see what icons or graphics they use.
For example, in service-based businesses, simple geometric symbols (such as lines or arrows) can signify growth or progress. Tech companies often use abstract shapes or geometric patterns to represent innovation and forward-thinking.
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Logos take a lot of time to create, but that doesn’t mean the process can’t be fun and exciting as well. Your logo will (hopefully) come to you organically if you do your research and have a thorough understanding of your brand.
This article was written by Ally Ipsen, head of B2B branding at Digital Authority Partners.
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If you found this post useful you might like to read these post about Graphic Design Inspiration.
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