If you close your eyes and envision some of the world’s most well-known and influential brands such as Apple, Target, Starbucks and McDonalds–what comes to mind? Chances are, their logos were probably one of the first things that immediately stood out to you in your mind. One of the reasons that we are so quick to remember these logos when thinking of these brands is because we see them everywhere. Not only on their websites, company products, merchandise, and print advertisements but also way beyond that. Their logos are also seen on commercials, billboards, vehicles, buildings, and so much more.
The epitome of a brand is its logo. Without a logo it would be impossible for a brand or business to stick out in people’s memories because there is no visual identity to go along with the name, making it easier to forget. Think of it this way: it’s like a post-it note without the sticky stuff on the back. If there’s no sticky stuff (the logo), the post-it note (the brand) is not going to stick. Which means it’ll most likely end up being “thrown away” and forgotten about. This is why having a logo is crucial when it comes to ensuring your brand’s success.
Send A Clear Message
Your message should convey what your company does, your values, and what services/products you offer. This should all be clearly portrayed through your logo–you want your audience to know exactly who you are and what you do. You might consider maybe having a tagline or slogan under your company name to give your audience an idea of what kind of business you are, or what services you offer. For example, Michael’s (also known as the arts and crafts store we all know and love), has a logo that is made up of just the name itself without a logomark or graphic. If Michael’s wasn’t so popular like it is today and we came across a building with ‘Michael’s’ in big letters on it, we’d probably be scratching our heads wondering who this guy Michael is and why the heck his name is on a building. That’s where having a tagline comes in.
The old Michael’s logo had the tagline “The Arts and Crafts Store” beneath which clearly portrayed that it was in fact a store, and not just the name of a random guy named Michael. Their current logo now has a new tagline that says “Where Creativity Happens”, which is not as literal and is a more creative and fun way of communicating what the company is all about. Like Michael’s, your tagline or slogan should be clear and make sense.
Be As Unique As Possible
Your logo should be as unique as possible, meaning you should avoid using clichés. Many brands and companies fail to stand out because their logos are either too simple or too common. The reason for this is because our brains are wired to remember things that stick out to us so if we see something that is too simple or something we’ve already seen before, we’re most likely to subconsciously ignore or forget it.
Take an airline, for example, if their logo included a graphic of a plane–which is as simple and common as you can get, and most of the other airlines had a similar graphic of a plane in their logos, they would blend in too much and no one would remember them. Some of the most successful airlines such as Southwest and American Airlines have unique and meaningful logos which make them memorable to their customers. Southwest used to have a plane in one of their old logos but later came out with a completely redesigned logo which included the iconic yellow, red and blue heart which symbolizes the love and care they have for their customers. American Airlines has a logo that includes the wings of an airplane in America’s colors, red and blue, that are designed to look like the wings of a bald eagle. Both of these airlines have logos that are unique and make them memorable to their customers. If you want yours to be memorable as well, going for a unique look rather than a common look is the way to go.
Make Sure Your Logo Stands Out In Any Size
It is extremely important that if you are planning on having your logo displayed on multiple digital media and printed mediums that vary in many different sizes, you need to make sure you save your logo in the correct sizes and have an editable Illustrator (AI) file of your logo that you can use. Having a logo that is designed in Illustrator ensures that you will always be able to scale your logo to any size without losing resolution unlike Photoshop which isn’t made for designing logos and doesn’t allow you to scale without losing resolution, making it look pixelated. Scalability is one of the most important aspects of your logo. It should look good and still be distinguishable in smaller sizes. You also don’t want people squinting their eyes when trying to read your logo, so make sure you have chosen a typeface for your logo that is easy on the eyes and readable.
There is so much more that goes into creating a logo that is memorable, unique and will stand out from the crowd. If you are a new business owner looking to get a new logo and unsure of where to begin, my advice is to really think about what your business’s core values are and what it stands for. What is it about your business that you want your audience to know or feel when they see your logo? Where do you envision seeing your logo? Start from there and you’ll be one step closer to becoming a successful business that stands out like no other!