Undertaking the Logo Design Process for Your Business

As Anne Gelbmann, founder and owner of the travel planning service Cuisine, Culture and Conversation indicated in a recent interview with Deluxe, the process of designing a logo took longer than expected.

I learned it should take more time than that. It is extremely important to spend that time because what I have now is a fantastic logo. Especially when I look at what I started with…The other thing I learned through this process is there is a lot of back and forth…It takes time to fine-tune a logo. It should be something that represents your business and who you are.

Anne Gelbmann

Having a well-designed business logo is important because a logo represents who you are. It is your face, and it should be expressive of your business. That is how people remember who you are.

As this business owner quickly saw as she started the logo design process for her business, there were many changes to the initial design. From altering the font, the color, and even the positioning of the design elements, each small modification made a huge difference in the feel and the appeal of the finished logo.

Logos are your consumers’ first glimpse into your brand identity. They help customers understand what your business is about.

Through the combination of several separate elements, a logo paints an overall picture of your brand, with each feature telling something specific about your brand identity. Whether you are looking to hire a logo designer or have opted to use a free logo creator for your design, there are three important elements to consider. Remember that regardless of whether you use a design company or determine to develop your logo, it will be important to manipulate and “try on” many different images, color combinations, and font options before you settle on your final design.

Keep in mind the three facets of your final logo design:

Great color Selection is very important.

Color has the power to affect people’s moods. It has also been shown that color can influence a consumer’s buying decisions. In fact, an astounding 84 percent of people say that color is a primary reason they purchase a product, and a surprising 53 percent of consumers admit that they will not return to certain stores if they don’t like the business’s aesthetics. Data like these emphasize the importance of choosing colors for your logo carefully, keeping in mind that it has a significant role.

Colors like red, orange, and yellow are warm colors that evoke feelings of happiness, energy, and optimism. Colors such as green, blue, and purple, cool colors, are often associated with spirituality, health, and creativity. Choosing an appropriate color palette can help you accurately represent what you want to portray about your business.

Another important thing to remember is that color combinations can also be dated, so try not to choose something too trendy. In the same way that foam green and salmon were popular colors in home decoration in the 50s, you don’t want someone associating your logo with a particular period. Keep the colors classic, simple, and clean. Also remember to look at your logo design in black and white, just in case you are in a position of not being able to duplicate business cards, letterhead, or some other paper product in color.

Fonts can support your color and overall design.

If you decide to use a logo that combines words and graphics. The decision to use lettering is important, as fonts, like color, can have an emotional impact and are often associated. Fonts, also called typefaces, have a deep link in culture. Courier fonts, for example, were designed to resemble memos written on old typewriters. And many people relate Helvetica to the government because it is used on tax forms.

Keep in mind that serif fonts are viewed as formal and traditional, so they are best for print. A sans serif is viewed as more modern and playful and may be best suited to digital. Script fonts that resemble handwriting are ideal for body copy, as they are perceived as sophisticated and classy. Decorate and display fonts can be perceived as original, amusing, and inviting, and may be best suited for headlines.

Understand the artistic and scientific impact of fonts before committing to one in your logo design.

Symbols can be used to represent your company’s ideals, mission, product, or service.

One of the most important tools a designer uses to create a great logo is the symbol. It is used to define the identity of the brand, to represent clearly who the company is, and expresses how it would like to be perceived. Kenneth Burke, a literary theorist and rhetoric critic, stated that “man is the symbol-using, symbol making, symbol misusing animal…separated from his natural condition by instruments of his own making.”

As such, man intuitively looks to symbols to view and interpret the world around him.

Utilizing a symbol without text can be risky for businesses, regardless of how “easy to read” they may appear. Images and icons have different meanings in different cultures, so be careful to research your symbol to ensure it represents what you intend to indicate. It’s often better to utilize both a visual and text so that the message of your logo is an accurate reflection of your company or product. If you decide to use a symbol, regardless of whether it will stand alone or be used in conjunction with text, make sure that it truly represents the story of your business or your product.

How has your business logo evolved? What logos do you look to for inspiration?