A logo is much more than just words, an icon, a color. A good logo tells the story of your company: who you are, what you do, and what you stand for.

Creating a logo is not an easy task: there are many nuances to consider when designing it. Fortunately, you don’t have to do this alone – 360 Degrees Production can help you develop the Logo of your dreams.

“When we look at something, we don’t read first. Before anything else we see shape, we see colour, and if that’s enough to hold our attention, we’ll read.”

Eduard Romanov

Every day we constantly come across logos. For example, the average US citizen sees 16,000 advertisements, logos and labels per day. If you look around, you will probably also notice a few dozen logos around you.

Why are there so many of them and why do many companies spend thousands, hundreds, or even millions of dollars to create this small element?

What do we, first of all, understand by the word “logo”?

The logo expresses the main direction, features of the company, its difference from others.

“The logo is a symbol and emblem that is used to identify services, products and the company itself”

Company Recognition

The strength of a logo lies in the strength of its visual nature. Research shows that people perceive images better than text. Therefore, by creating a good logo, you help clients better understand what your company is doing, and thus you will save time and money for promoting your business.

Improves Marketing Effectiveness

A great LOGO in marketing is the cherry on top of the cake. Here the logo is not just a graphic symbol: it is the essence of the company, its image. Companies spend millions of dollars building their branding, and a logo helps translate whatever marketers have to say in the minds of customers. For this reason, a well-designed logo can contribute to business success, while a poor-quality logo can hurt and show you as an amateur.

For example, Robert Jones, a professor at the University of East Anglia, believes that a good logo should convey the value of the company.

Your logo is how people perceive you and what helps differentiate you from your competitors. But at the same time, people evaluate you not by the quality and coolness of your logo, but by the quality of your product or service. Thus, these things are equally important.

Robert Jones

Logo as Part of a Company’s Brand

Logos are the main visual component of a company’s brand. It is the logo that the corporate identity begins. If you do not have a logo, it deprives you of the ability to compete in the market, as you simply will not be recognized. A company without a logo is like a person without a face.

A way to Increase Customer Loyalty
If you create a positive image of your business, then every time they see a logo, customers will have pleasant emotions associated with your company. This increases customer loyalty and loyalty. Thus, you will receive an asset that will work for you day and night.


Your Logo Establishes Ownership.
The logo is a signature that proves that you are the manufacturer of the products, protecting buyers from fakes and fakes.

Types, Forms, Styles of the Logo
Logo, like any other element of corporate identity, has a form, types, styles. There are a huge number of logos. But in general, they can be divided into four types – symbolic, text, combined, emblems & alphanumeric.

Symbolic Logos:

One of the most popular types of logo among companies. The logo is represented as a symbol, often abstract. Its advantage is that it is easily perceived and perfectly helps to create images in the subconscious of a person, associated with a certain process or object.

Text Logos:

A logo presented in the form of a stylized corporate font (letters). In addition, small graphic elements are often used: for example, a smile on the Amazon logo. The advantage of this logo is that it is easy to remember and helps to stand out from competitors, especially if they use other types of fonts.
Verbal elements can be:

  • existing words in the name of the company;
  • artificial words;
  • abbreviations;
  • letters;
  • numbers.

Combined Logos

This logo uses both text and symbols. This look takes advantage of the two previous ones: the graphic element makes the logo memorable and helps to make the company name special and attractive.

Emblem Logo:

Logos of this kind enclose a company name within a special art form. This is one of the most difficult types of logo.

Alphanumeric Logo:

Alphanumeric Logo uses a character that represents the company name
using the initials or first letters of the name.

Many companies choose to use this type of logo because their initials better illustrate the company name than the full name (if it is too long or difficult to pronounce). These are the logos of such well-known companies as Hewlett-Packard, Chanel and General Electric.

Principles of Logo Creation
We already know a lot about logos. Therefore, you may get the impression that it is difficult to create a high-quality logo, since you need to know many rules, fulfill all the requirements, etc. On the other hand, many say that there are no laws in the design, there have not been and will not be. By bringing these two groups of factors together, you may not want to follow certain principles and rules for creating a logo, since doing this is difficult, and sometimes pointless!

But, as with any creative work, in order to successfully break the rules, you need to learn them from the beginning. The chef does not take the ingredients out of his head, but adapts a proven recipe and only in this way creates a signature dish. The development of a logo is similar. The basic principles and rules for creating a logo are the ingredients of our recipe, so let’s take a closer look at each of them.


Simplicity
A simple logo is better perceived and remembered. In addition, it is highly readable and recognizable even at a very small size.

Simple logos are easy to recognize: they are memorable and most effective in communicating customer requirements.

Simple logos are easy to recognize: they are memorable and most effective in communicating customer requirements.

A simple logo grabs the viewer’s attention even when driving 70 miles per hour, or on product packaging on crowded store shelves. Remember that the foundation for the international brand of the world’s largest footwear and sportswear manufacturer (i.e. Nike) is a simple swoosh symbol.

Jeff Fisher

How to make a logo simple? Use as little detail, colors and fonts as possible.
The Chase logo is a great example of the simplicity of an icon and font.
Memorable And effective logo needs to be memorable, and this is achieved through simplicity. This principle plays the most important role in a logo. A memorable logo should contain elements that are immediately striking or associated with something familiar, something that is easy to remember.

The Nike logo is a good example of a catchy logo. The logo was created in 1971 by Carolyn Davidson, a student at Portland University for $ 30.


Durability
The logo must stand the test of time, have a foundation for the future.

The Coca-Cola company logo has not changed since 1885. The correct logo remains relevant and effective after 10, 20, 50+ years.

Leave trends for the fashion industry. Trends come and go. When you’re talking about changing a pair of jeans, or buying a new dress, that’s okay, but when it comes to brand identity, durability is key. Don’t follow the crowd. Stand out.

David Airy

Versatility
A logo should look great in a variety of environments (on company letterhead, in ads, on a website, in apps, etc.) and in different sizes. For this reason, a logo should be designed in vector format to ensure that it can be scaled to any size without loss of quality.

The Target logo is a great example of a versatile logo.


To check on the versatility of your logo, ask yourself if your logo will look great if it is:


Printed in one color?
Printed in postage stamp size?
Printed like a big billboard?
Printed in black and white?


If the answer is “yes” to all questions, congratulations! You’ve created a universal logo!

I like to work in black and white from the beginning to make sure the logo looks good in its simplest form. Color is very subjective and emotional. This can detract from the overall design.

Patrick Winfield

Compliance with the company’s field of activity:

The logo must correspond to the company’s field of activity.

For example, if you are designing a logo for a toy store, it would be wise to use a “fun” font and icons associated with toys, children, etc. On the other hand, a logo doesn’t have to literally represent what the company does.

For example, the BMW logo is not a car at all, and the Hawaiian Airlines logo is not an airplane.

The question arises – should the logo correspond to the business sphere? The answer can be found in a recent study of one online logo maker.

Entrepreneurs were asked: how important is it that it is immediately clear from the icon what your company is doing?

44% of entrepreneurs are in favor of the logo being consistent with the business sector. But whether the logo should fit your industry is up to you.


Fitting with your company
When you design a logo, you must consider the specifics of your company and the industry in general. For example, a bank logo can be associated with reliability, stability, confidence. Accordingly, appropriate fonts and colors should be used.

Examples of logos that correspond to the company’s field of activity
Uniqueness A
logo should, on the one hand, correspond to the characteristics of your industry, but on the other, it should be unique and not repeat other people’s ideas. Therefore, when creating a logo, you must make sure that you are not copying another company’s logo.

Chinese brand BYD, whose logo suspiciously resembles the logo of the German automotive giant BMW.

11 questions to ask yourself before creating a logo:
This section is a cornerstone in the development of corporate identity. So it has to be taken very seriously.

Before starting to create a logo, it is very important to conduct a preliminary analysis of your business, niche, competitors.

What is it for?
The analysis will help pave the way for the successful creation of a company logo, better understand what the features of your business are, what idea and qualities you want to convey to customers, and how you differ from your competitors. Therefore, we recommend that you answer the 11 questions below

How would you describe your company in 1-2 sentences?
What are your company’s long-term goals?
What are the keywords to describe your business?
What is the value of your products and services?
What is your target audience?

What qualities should your logo convey to your customers?

It is very important to answer questions 5 and 6. Because the more you know about your target audience, the easier it will be for you to create a logo that they can fall in love with.

Competitor Analysis:
Who are your main competitors?
Why are they better / worse than you?
How would you like to be different from your competitors?
What logos do you like and why?
Competitor analysis should help to find out why competitors’ logos work or, conversely, do not work and, to prevent the creation of a similar logo. You want to be original, right?

Analysis of the use of the logo:
How and where will the logo be used most of the time?

For example, airline logos should look great on the tail of an airplane.

Another example:
A company that does most of its business on the Internet. In this case, the full spectrum of colors can be used for the logo, because digital devices have no problem with reproducing colors.

On the other hand, it would be a very bad choice for a company doing business offline, and the logo will be used more often in print. For this reason, you should always carefully consider where and how the logo will be used most of the time so that you do not waste time on ideas that cannot be implemented in practice.

How to choose a logo font?
The typeface is one of the most important elements of a logo. The readability of the logo, its perception, and the transmission of the main meaning depend on it.

Before we move on to the basic rules for choosing a font for a logo, let’s take a look at the categories of fonts and their psychological perception. Why is it important to know the categories of fonts? Knowing the main types of fonts, we will be able to use and combine them correctly, as well as evoke the necessary emotions.

Font Categories:

Serif & Sans-Serif fonts

Serif fonts have small dashes at the ends of each letter element and transition from a thick line to a thinner one. Serif fonts help keep the reader’s attention on the line. They are the clearest and most readable

Serif fonts have small dashes at the ends of each letter element and transition from a thick line to a thinner one. Serif fonts help keep the reader’s attention on the line. They are the clearest and most readable.

Sans-Serif fonts are non-serif fonts and often come in regular geometric shapes with straight lines and right angles. In England and France, such fonts are called Sans Serif, in America Gothic, in Germany Grotesk. Sans serif fonts are easy to read because of their shape, but they are practically unsuitable for reading – poorly readable. Therefore, sans-serif fonts are usually used only in headings. The most popular sans serif fonts are Futura and Helvetica.

  • Handwritten

Handwritten fonts resemble text written by hand with a pen, brush, etc. Handwritten fonts are hard to read, so they are only used as capital letters.

  • Typewritten

Typewriter fonts mimic text typed on a typewriter.

  • Decorative

Decorative fonts include all other fonts. The main function of decorative fonts is to grab the reader’s attention. Various decorative effects can be achieved with them. However, they come into fashion very quickly and become outdated just as quickly.

Psychology of font perception in the logo:
Color affects the psycho-emotional state of a person and evokes certain feelings and emotions. Fonts work the same way. Using the perception of fonts, we can evoke in people the feelings we need. For example, if you want to show in your logo that your business is stable and respectable, you can use a serif font. If you want to emphasize the modernity of your business, look at sans-serif fonts.

This all sounds great in theory, but what about in practice?

First, let’s look at real-world examples of how successful companies have used typefaces.

Handwritten Fonts

The handwritten Cadillac logo font embodies elegance and sophistication.


Decorative Font

Disney has chosen a decorative font for its logo, making it playful and fun.


Serif Font

Simple yet respectable. The old Google logo is the benchmark for stability and reliability for many of us. Its serif typeface has a calming effect.


Sans Serif

A LinkedIn logo font that is simple and lightweight. These are the qualities inherent in an online platform for finding and establishing business contacts.


How to choose a logo font?
There are hundreds, if not thousands, of fonts on the Internet that we can use in a logo.
With such a variety of fonts, how to choose the right one for your logo? Very simple – follow the rules for choosing fonts below. They will help filter out inappropriate fonts. Also use the answers to the 11 questions to ask yourself before creating a logo, and don’t forget about the main mistakes in logo design.


The font of the logo matches the field of business
The font should correspond to the characteristics of your business, convey the qualities inherent in your field of business. See what fonts your competitors are using to help you define your own.

The font should be readable
I think everything is clear here. Choose only a readable font that can be easily read even on a small logo.

The font prints well
Print the text with your font. If it looks great, then you can use it.

The font fits perfectly with other elements.
Be sure to check how the font looks with the icon and other elements in the logo. For especially massive fonts, small and fragile icons will not be appropriate, and vice versa.

Pay attention to the technical side of the font
If you used a font in your logo, chances are you will use it for other purposes as well. Check how it looks with capital letters, whether the numbers look good, the letters are read when compressed, how it looks on the site.

The font should be clear
Try to choose a font in which you can easily separate one letter from another. This also applies to spacing. Good letter spacing will allow the reader to comprehend the text easier and faster. You need to be especially careful with handwritten fonts in your logo.


Be careful with non-standard fonts
Using a non-standard font in your logo can scare away readers.


Avoid clichés
For example, you shouldn’t always use Comic Sans if your company is about fun and humor, and Karate if you’re making a logo for a Chinese restaurant.


Use new fonts in your logo
Many companies’ logos are easily recognizable due to the use of a unique font. Try to follow them. Don’t use readily available well-known fonts – you can lose your uniqueness. Also, don’t chase trends!


Do not be tied to one type of font
Often we like one or two types of fonts, and we start using them everywhere, including in the logo. Perhaps there is nothing wrong with that, but sometimes you need to break the habit and try something new.


How to choose color for a logo?
Color, color and color again! This is the first touchpoint and most memorable object, says Leslie Harrington, CEO of The Color Association.


Understanding how color affects human perception is essential when creating a quality logo, says Martin Christie of Logo Design London.


Color can help you heighten the feelings you want and create a strong emotional connection. Use the infographic (large size here) to choose the color you want for the logo.

How to choose the right logo color?
To get an answer to this question, you should ask yourself 3 questions:

What color emphasizes your brand’s personality?
What colors characterize your products / services?
What color is your competitor using?

Colors are not tied to any particular industry, but certain colors are better suited for some services / products than others.

You should strive to choose a color that will highlight the personality of your company. The color should make the right impression on customers who see your logo for the first time.


What to do when you’ve figured out the colors of your competitors?
One option is to use the opposite color to your main competitor’s logo. It will help you stand out. But take into account the colors of your industry so that the opposite color matches the industry. For example, pink for a bank logo or a legal company looks out of place and ridiculous.

Consider color patterns in different cultures. For example, in the Western world, white is considered the color of purity and peace, and in some Asian countries it is the color of death.

One color or several?
In order to maximize the desired feelings and emotions, one color is usually used when creating a logo design. However, there are many successful logos with multiple colors – Google, eBay.


Therefore, you can safely use one color or several. The main thing is that they are combined! But, of course, do not overdo it and use a large number of colors.
I recommend choosing two primary colors. This makes it easier for your brand to communicate with customers. Many companies, from sports teams to corporations, have only used two colors for years.

How to choose multiple colors for your logo?
The easiest way to find the right colors for your logo is to use color schemes.
There are many online services to find great color schemes.

“Designers often use the 60-30-10 rule. It consists in the fact that you choose 3 different colors and use them in the ratio of 60%, 30% and 10%. This rule provides an easy way to create a professional color scheme for your brand”

Eduard Romanov
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