How to create a great logo?
A number of website provide free logo designs that include resources such as vector images, stock art, fonts and typography to assist in creating a free logo for your business. However before using these tools to create a free logo for your business, one should first determine what a logo is.
A logo is the cornerstone of a company. It’s the strongest symbol and non-verbal communication you will use to identify your company that needs to inspire trust, loyalty and admiration and should be immediately recognizable and memorable. Your logo defines you and separates you from your competition.
Paul Rand, an American giant in logo design, designed some of the most enduring that have been relevant over decades and to each generation that include Enron, ABC, Yale, UPS, IBM, Westinghouse and Cummins.
"Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned."
Areas to be taken into account when creating your great business logo include:
Simple is best
Will your logo be recognizable at a glance? Will it translate well, irrespective of the size of the logo?
Components for a versatile logo
The internet has allowed local businesses to have the possibility of global reach.
To ensure that your logo is understood irrespective of the language used, keep in mind the following:
- Will these colors translate well into vector graphics and other graphics for all media?
- If you’re printing in black and white keep in mind the positive and negative spaces of your designed logo or free logo.
- Also keep in mind that not all colors can be reproduced on the web. Web colors are different from CMYK and Pantone colors.
- Your business logo should be comprehensive and printable on all corporate literature such as business cards, brochures, letterheads etc.
- The format of your company logo should be flexible and include vectors, jpegs, png files to allow your logo to be used in different media including Facebook, Pinterest and your website.
This is one of the most important factors when designing a great logo as colors themselves create a sense of what the company is about. Throughout our day we respond to color – red for stopping, green for go. Colors can either attract or repel customers.
For example, financial services companies use dark shades of blue to create a sense of stability, trust, dependability and endurance. However, if turquoise and lighter shades of blue were used instead, it would create the opposite impression, that of secrecy, unreliability and deception.
Irrespective of whether you are creating a free logo or having your logo designed for you, select appropriate colors for your business e.g. red for restaurants, orange is ideal for a child or youth focused business, purple for education and luxury products. For more read our article on tips on creating a successful banner.
A research paper, Perception of Fonts: Perceived Personality Traits and Uses indicates that fonts have personalities that we respond to, as well as associate with types of businesses. The font you use in your free logo or designed logo should enhance your corporate identify and appearance. In some instances the font itself is the logo. An example of this is Coca-Cola.
When designing your logo do keep in mind fonts that would be appropriate for your type of business. An example would be using a bubbly font for a children’s aftercare centre, but it would not be appropriate for a legal firm. A legal firm would rather use an elegant font with dull colors for their logo to create the perception of dependability, stability etc.
Format of Logo
When designing a logo make sure that the logo is also saved in a vector graphic so that it can be sized very large for billboards or small for websites. Vector files do not lose their quality irrespective of sizing. It also allows for easy editing of the logo and can easily be used across all types of media. A number of free vectors are available to assist in developing your own free logo for your Joomla site or a free logo for your business.
Pitfalls of Logo Design
It is tempting when starting a new business to look for free options. However a word of caution, do be careful as to which website you are purchasing free logos from, as poorly designed logos can make or break your business. Things to consider when using these tools include:
Are the free logos in a vector graphic?
Do they provide you with a free logo?
Does the free logo for your business scale up and down and can it be used on your joomla site or any other website design?
Examples of enduring and great logos include: Nike, London Underground, WWF, Wool, VW, BP, Shell, Tupperware, Apple, Dell, I love NY and Chanel.
If you look at the above logos what really makes them work is that they are simple, work in color or black or white, in any graphic format including vector graphics and are understood around the world in any language.
So when talking to a graphic designer or whether you are designing your own free logo online, keep in mind the components discussed above to create the perfect logo, as well as what your dream is of what your company will be and that your logo will make that message clear.