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What to consider when designing a logo.
When designing a logo it's important to start with knowing your audience and your client. Then start with black and white designs (colours may sway your judgement). Always keep designs simple, well thought out and never go mad with typefaces.
Take a step back and make sure you don't follow trends, never be too literal no matter how much a client wants to fit into one logo. You also have to watch out for using too many colours. Colours can have a have a psychological impact, they can create emotions and convey messages so consider colours carefully. Keep the logo simple and memorable.
Make sure a logo is adaptable to different sizes and formats. Also, consider the logo’s timelessness and longevity. A well-designed logo can establish a strong brand identity and make a lasting impression on customers.
It's also a well known concept amongst designers that the bigger the logo the smaller someone can appear. Many clients will ask for the logo to be bigger and bigger but this is a common mistake.
A bigger logo can say you're loud and shouting. It can ask the question - are you client centred? Are you interested in showing off the logo or are you interested in answering questions about how you can help someone?
So why are so many web clients interested in having a bigger logo while agencies and designers fight to keep logos smaller?
There are many reasons clients might believe logos should be bigger. Firstly they may think the logo details will be lost when small. If that's the case then they don't have a great logo. One of the first rules of logo design is that it should work at any size. If you can’t make your logo small than you may want to consider designing a new one.
Clients think it helps people remember them, but if people visit a website and all you want them to remember is a logo in the corner than you are not branding yourself correctly. People should remember your brand, not your logo. Done correctly, people will remember elements like your credibility and professionalism.
So when you develop a website with your branding on, you need to ask yourself is your logo taking up a lot of space? Or is it more understated?
