Coca-Cola. McDonald’s. Nike. When we say these words, what pictures come to mind? There’s a good chance you didn’t imagine a glass of soda, a hamburger, or a really cool running shoe. You most likely envisioned their logos: a swirly script font, golden arches, and a chubby swoosh.
These logos are so effective, they’ve become the universal symbol for the brands they represent. They are the “face” of those brands. And just like human faces, these logos have distinctive features that are easy to recognize.
Creating a logo as powerful as these classics takes a lot of hard work, but you can make the process much easier when you use this logo design advice from Company Folders. You’ll learn what makes a successful logo tick, complete with “do” and “don’t” examples to help you grasp the finer points of logo design.
So let’s get started!
Tip #1: Be enticing
An enticing logo first gets the target audience’s attention, then makes them want to interact with the brand. To do this, decide who’s in your target audience-including their age, gender, and interests. Then, you can use that information to make your logo appeal to them on a personal level.
Tip #2: Be unique
It’s easy to pick the most popular template or to make your logo a certain color because that’s what everybody in your industry does. But it takes real skill to make a logo that achieves great results and looks different from any other. Think of ways you can take the road less traveled and create a memorable logo.
Tip #3: Be timeless
For more than 100 years, Coca-Cola has had a scripted logo. Nike has been using the same swoosh since 1964, and McDonald’s has kept its golden arches since 1961. Why? Because these logos are built to last. They contain classic elements that age well, rather than running after the latest trends. After all, redesigning a logo every couple years is a lot harder than getting it right the first time.
Tip #4: Be new
Once you’ve created a firm foundation with a classic design, it’s time to do some interior decorating. Adding a modern touch makes your logo more recognizable and appealing to today’s audience, without being too trendy. In fact, these innovations can help your logo last longer by appealing to future generations, too.
Tip #5: Be simple
Less is more when it comes to logo design. Busy logos are hard to remember, which makes customers more likely to ignore the brand. A logo with one powerful message is easier to recall and can even spark a customer’s craving for a certain brand. (Just think of all the kids begging their parents for brand name clothes because they have a cool logo!)
Tip #6: Be consistent
Consistency means your logo sends one message that stays true to the brand’s identity. For instance, a fast food restaurant’s logo should not be a script font; there’s nothing elegant about hitting the drive thru in a minivan with four baby seats in the back. But a wonky, creative display font is perfect—it sends the message that the food is fast and fun, which is true to the brand’s identity.
Tip #7: Be adaptable
Not all photos in an album are the same. There are posed portraits and candid snapshots, but they still show the same person. In the same way, logos are like a picture of a brand. They don’t just appear on the web; they may also be used for print. But they still represent the same brand. Test your logo’s scalability and legibility so you know it’s ready for any situation.
As you can see, there are lots of nuances to creating a bold, beautiful logo. But when your logo attracts just the right audience and connects with them on a deep personal level, it will be well worth the work. We’re confident that you can turn these seven tips into the logo of a lifetime!