Your logo design is your brand’s foundation. It “sets the tone” for everything else you create: all your sales materials, your packaging, your website, and every social media property. This means the layout and design of every sales tool – print or digital – is influenced by it. In other words, a lot rides on your logo design.
A logo that looks professional and is scalable provides a great foundation for other designs. The reverse is also true. A poorly executed logo design can cripple your branding efforts. How can you ensure your “logo has legs”? First, ask yourself these questions:
- How will your logo look on your biz cards (small-format printing)?
- How will your logo look on signs (large-format printing)?
- How will your logo look on digital properties – your website, social media, partner sites and/or banner ads, etc.?
The third question is probably the most overlooked. That’s because traditional logos were developed for printing presses, not digital media. Fifteen years ago, the smallest logo format you’d need was for your business card. Today, you may only have a few pixels.
With so little space, you’ll need a great logo symbol – one you can use very small, in isolation, when digital real estate is at a premium.
Your logo symbol: The key to a great logo design
Your logo symbol is the heart of your brand identity. As such, it should hint (at least) at what you do, and how you do it. That’s a lot to ask from such a small piece of art.
The best logo symbols are scalable, memorable and meaningful. They’re clean enough to be reduced in size without losing important detail. They’re compelling enough to be remembered. And they should relate at a glance in some meaningful way to your business or brand. Simple, clear concepts work well (think Nike or Apple). Complicated symbols can confuse customers and even cause them to balk. There’s a fine line between being clever and being confusing.
The best logo symbols buy you credibility. They look professionally designed, so you project the image of an established, reputable company even if you just opened your doors last week. The right logo symbol also helps differentiate you from the competition. Play it too safe, and you won’t get noticed.
Before you commit to a logo design, think carefully about the symbol. Online, it could be the first thing your customers see when they run across your business. No pressure, right?