What do logos entail? What’s needed in a logo? Why do these things matter? These are some questions you may be asking yourself as you read the title of this post.
You may also be wondering if it’s actually important and why it matters what your logo looks like. Don’t worry, we’ll get there.
LEGIBILITY
You know the death metal band logos that are super hard to read, and you kind of have to look at them at an angle? Don’t be like that. If customers can’t read your logo to decipher the name of your business or put a face to a name, in ways of performers…. They’ll give up and move on.
Make sure that you choose a font or design that includes your name, but makes it easy for people to read / understand.
COLOR SCHEME 
If you read our article on building a brand you know colors are important. They reflect the way a customer / patron of your business will react when seeing it.
Oftentimes, organizations will have multiple versions of a logo. It generally includes some sort of design element as well as the name of the organization the logo represents. For instance, say you own a tanning salon. You may have a palm tree + your name in your logo.
You may choose the colors green and yellow because they’re warm feeling, earthy toned colors that may be reminiscent of the beach and palm trees. These colors may come in over purple, blue or even a dark color such as black in contrast to the brighter warm feeling emitting colors aforementioned.
ACCESSIBILITY
Sometimes it seems really cool to do dark colors on top of dark colors or to use neon colors in your graphics for backgrounds to be more moody or eye-catching, respectively. With this said, please fight the desire to do so if you’d like to be inclusive.
Many designs forget about those with visual impairments or older eyes.
Hader logos to read include those that:
- Have a neon background,
- Use too many effects,
- Have too similar of colors; or
- Use fonts too hard to read
MULTIPLE VARIATIONS
For multiple versions, you may use the colors green and yellow, with two versions each inverting the other’s color choices. For instance, what’s green in design one, may be yellow in design two. Additionally, it’s good to have different variations of the logo in ways of horizontal and vertical for different uses.
And for the love of all that is graphic, please make sure you have black and white png / eps files for transparent backgrounds. Trust us.
ORIGINALITY
This might seem like a no brainer. But for funsies, if you run a hamburger joint, you may use a burger in your logo. But before you do, think and do research on how many other restaurants in the same category have already done this.
You want your logo to stick out from others but still reflect your brand.
If you put together a logo but don’t love it, give us a call. We’d love to help you curate your branding. However; we have faith that with this and other how-to guides, you’ll be a marketing pro in no time.
