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I have seen this time and time again with logo design enquiries where:
a) the client only wants a logo
b) they want to include every idea in that logo
Chances are you picked a brand with a one word name and a simplistic logo.
(Nike have the swoosh, Apple has the apple with a bite taken out of it and Amazon has the orange arrow.)
The main reason for having a graphic element in your logo is simply because it is easier for people to identify a graphic with a business and it is something you can use throughout your content & marketing.
(Have a look at other brands and let me know if they are using more than one graphic element in their primary logo.)
Once again, I can reiterate that people are attracted to visuals rather than text and the most memorable logos are simplistic and dont use too many words.
Having one text format for all of the words in your logo, will make it less appealing and engaging. By text format, I mean font, size and colour. This suggests that text is one (paragraph) even if you include your company name & business sector.
This is an obvious one. I understand the need to come up with creative ideas for your logo, like trying to incorporate graphics and text together, but at the end of the day if it is not executed well, then it’s probably going to look like a hot mess. People won’t take the time to try and work out what the text says and what your business name is. This is a total no no. (Example: 2012 London Olympics logo – 2012 is so unclear)
Your logo will be used on many platforms and media and in any size. So when you reduce your logo size, let’s say for your Facebook profile, is all of the text and graphics clearly visible? If not, then either the quality is bad, or your logo is too crowded and busy.
This could be something super simple or an artistic masterpiece.
It may be useful to do some logo research to gather some ideas. Just ensure to use a graphic element that has relevance to your brand. Amazon’s graphic element is the arrow, but it is strategically placed from A-Z which suggests that you can buy and search for any product under A-Z.
It may seem like an obvious point, but I have seen some logos where I can’t decipher what their business name is. The best fonts to use is either a Serif or Serif Sans font. Calligraphy/Handwriting can be used effectively if is largely sized or has a high kerning (spacing between letters)
If you have more than one piece of text, please make sure that the font, size and colour is different. It will look a lot more inviting and will show that there are two parts of text to read. Also, this helps the viewer to decipher which is your business name (as this will be larger and bolder) and any additional info they need to know.
Okay, so I have designed a logo that had more than two colours, and one works reaalllyyy well. However, this can look quite chaotic and inconsistent, so as a rule of thumb I would advise just to stick with two colours throughout your primary logo.
If you have a lot of colours that you want to include in your brand, simply just divide them between your logo variations and branding. #problemsolved
Read my blog post if you want to know more about branding & logo variations.
If we are talking about visually pleasing aesthetics and psychology on how the brain intakes information, the best way to display your logo is portrait as opposed to landscape (also this is more adaptable for social media profiles)
The most important tip – don’t try and squeeze every element of your brand into one logo. Simply implement all of your elements (colours, fonts, text) throughout your brand. This can be used for your website, social media content and marketing materials.
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Azalea Design Co. – Brand & Website Reveal
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I'm Ashlea and I'm super passionate about helping ambitious women, like you, ditch the 'standard 9-5' to create a life and business of their dreams.
Located in London, UK