Logos appear simple, and that’s the point. Hours are spent researching, drafting and choosing the perfect color palette to resonate with the brand’s intended audience.
A logo identifies brand’s to their simplest form and speaks for the brand’s values and personality. So naturally, you want your logo to be outstanding. So, where do you start? Right here.
Your logo will play a vital role in your brand’s visual identity. Essentially, your logo is the face of your business, and the way customers will remember you. A professional logo has the power to communicate what your brand is all about and help you stand out from the competition.
Our checklist is the first start to developing the perfect logo for your brand. From defining your brand, navigating the design process, and rolling-out your new identity—we’re here to help you every step of the way.
Step 1: Research
You can’t be everything to everyone, right?
Understanding the target audience your brand will be focusing on is an important first step in creating your logo. The key is to be specific. Learn the interests, behaviors, and lifestyle of your audience and tailor your message and mission to meet their needs.
Here’s a brief example:
Target Audience: Empty Nesters
Education Level: College Graduates
Interests: Hiking, Travel, Golfing, Tennis, Camping, Family, Exploring new hobbies
There are many more ways to define your audience. Get a more detailed lesson on how to define your target audience by visiting Quicksprout.
Your logo also needs to communicate your brand’s personality. In order to do that, you need to understand your brand’s core personality. Once you have a clear idea of what makes you unique and what your brand is all about, it will be much easier for you to make design choices that complement and complete that picture.
Here are some questions you can ask yourself, to communicate your brand’s identity:
Why did we start this business?
What are the beliefs and values that are important to us as a company?
What do we do better than anyone else?
Do we have a defined unique selling proposition?
If we could describe our brand in three words, what would they be?
If our customers described our brand in three words, what would they be?
Start with a brainstorm. If you are conceptual, it’s a good idea to start off with collecting verbal ideas. A proper brainstorming session can be just what you need to pin down the look and feel you’re trying to achieve. When it comes to brainstorming your logo, don’t be afraid to think out of the box and be different.
Make a mood board
If you’re a visual person, a mood board is a perfect tool to get inspired. You can create an actual board by cutting out and pinning printed images or make a digital one (Pinterest would be the obvious choice). Collect all the images you feel drawn to—those can be other logos, color combinations, illustrations or graphics. Your mood board will reflect what style and design features your brand gravitates toward.
Check out the competition
Take a look at what works well with your audience, what’s already out there and what you should avoid. While evaluating other businesses, think about what makes them different from you and how you can key-in on these differences in your logo design.
For example, Ford Motor Company introduced its famous blue oval nearly a century ago, and it remains a powerful brand identifier and a symbol of the company’s reliability. By contrast, Land Rover, while also using an oval logo, uses forest green to emphasize its adventurous off-road feel.
Be sure to set yourself apart from the competition. If all the other businesses in your industry are going monochrome, maybe you should opt for some color to stand out. If everyone else is traditional, maybe a fun and modern logo will attract attention.