Why do you need a logo? In marketing terms, it's called branding. It's how you visually communicate your company's “personality” to potential customers. Your logo design is one of the most visually identifiable elements of your company's branding campaign.
Think of a cattle rancher. He “brands” his cattle with a distinctive, unique “logo” which instantly identifies those cattle with his ranch. There's no mistaking the Rocking Horse Ranch from the Broken Arrow. The symbol and design are unique. That's the concept you want to pursue.
If you're a small business owner on the net, the importance of a memorable logo design cannot be overemphasized. A first-time visitor to your site is a potential customer, and the first impression of your web page either leads them to stay and have a look around, or quickly lose interest and leave, probably never to return.
You remember the old adage, “Make a good first impression, because you may not get a second chance.” Think about this when you set out to create a logo design for your company. You want your logo design to pack a visual punch, one that will stick in the mind of your customer.
How do you go about creating a good logo design? The criterion are short and sweet. Simplicity is at the essence. The design must be simple, unique, visually pleasing and memorable.
What you don't want is an overworked, complicated, too-busy effect. This creates a visually confusing, unfocused impression, which translates as unprofessional and disorderly! Certainly not what you want your image to convey. You may even subconsciously irritate your viewer!
As a starting point, take a look at some of your competitor's logo designs. Look at several. Note what you like, what turns you off, and take note of color combinations, fonts and shapes that work. Do not unconsciously duplicate someone else's logo design. You must make your logo design unique in the sense that all elements of your logo (shape, colors and fonts) form a unified memory in your viewer's mind.
Your type of business should give you ideas on possible concepts. For example, in the coffee business, you'll see a lot of coffee-colored tones, with steaming coffee cup themes. Think about how you can stand out in this crowd. Find a different slant that enables you to stand out from your competition. Perhaps coffee beans graphically formatted into a retro coffee pot or mug? Keep it simple and memorable.
When you have your basic concept, sketch a few mock ups with different arrangements and densities of color. Try several fonts in different sizes until you find the design which most closely matches the “personality” of your business.
Unless you're artistically competent to execute your concept, take your sketches to a professional graphic designer. They can turn your concept into a fresh and original logo design.
Your logo design can be one of your best business promotions. Make the most of it!
