The Basics of Logo Design for Your Business

At first glance, a logo seems simple. It's structured, quickly recognizable and easy to read. The very factors, though, that make a logo seem effortless are the factors that make a well-designed logo difficult to create.

When you're ready to make a logo for your business, don't rush. Take time to think about how you want to represent your company. You want to create an image that tells viewers immediately what your business is about. Your logo should be memorable. It should also be easy to reproduce in various sizes and formats. Will your design look as good on a billboard as it does on a smartphone? Will you need to print it in one color on a T-shirt and in full color on a brochure? How will it look at the top of your web site?

If the task of logo design seems daunting, don't despair. Here are a few basics to consider as you create your idea.

Show Your Identity

First and foremost, a logo tells the viewer right away what your company is about. The look and feel of a digital-marketing company logo, for example, will be different than that of a day-care business. Consider the audience you intend to reach, and design a concept that speaks to their needs. The logo for your digital-marketing company should tell the customer that you know technology and are ahead of current trends. You might benefit from a logo that feels high-tech, with clean lines and a simple font. A day-care logo should convey that your employees are nurturing, approachable and in touch with the needs and interests of children. Your logo might be cute and fresh with a handwriting font.

Keep It Simple

A logo is meant to convey a message quickly. When we see a familiar logo, we recognize it right away and associate it with the company it represents. The best way to get your message across is to keep your logo simple and focused. Think of some popular company logos that are known around the world — are they complex in design, wordy or hard to read? Probably not. They tell you exactly who they represent in a split second. That's the kind of instant recognition your logo should create. Another reason to keep your logo simple is so it's clear and legible across different media and in various sizes. A logo with busy lines and fancy type, for instance, will not be very readable on a business card.

Your customers' first impression of your logo might be on your website. As you design your web site, keep in mind how your logo will look on  various platforms, including mobile and desktop. Are you revamping an existing web site along with your logo? Make sure your site is as fresh as your new logo design. If you haven't kept up with the latest trends, a company specializing in web site design in Phoenix can help.

Choose the Right Fonts

Fonts are fun, and choosing them for your logo can be exciting. Picking the right font or fonts is important because like the logo graphic, they make a statement about your business. A letterpress-style font would work well for a folk-music band, but not so well for a hospital. A sleek font might be the right choice for a software company, but perhaps not for a clothing boutique. No matter what font or fonts you choose, they must be legible and easy to read in various sizes. You don't want your company name to be unrecognizable or your audience won't know who you are.

Consider Color

Color can create a mood or association — sometimes before your audience realizes it. For example, a bank might include green as a main logo color because we associate green with money. A pool company would probably use blue in its logo because a clean, well-maintained pool is blue. Muted colors would appeal to customers of a massage therapist because such colors convey calm and relaxation. On the contrary, a business that rents inflatables should think about using vibrant, primary colors to tell its customers the company is energetic and fun at a party. Whatever colors you choose, make note of their CMYK and RGB values (the combinations of base colors used in print and on a screen) so that your logo will always use "your" colors.

The Pantone color system is used widely in many printing and production industries and is a good place to start when you are shopping for logo colors. Using a standard color system helps you keep your colors consistent across all platforms: digital, print and beyond.

Ask a Few Friends

Put your logo ideas in front of some people you trust and get their opinions. Ask them if your concept accurately represents your business. Is your company name easy to read? Do the colors you chose create an association with your industry? Does it look too similar to something else? You don't want your logo to make the customer think of another business. Should you add something, or take something out? Sometimes a fresh set of eyes adds a perspective you never considered.

Make It Yours

When you've done the hard work of choosing the graphics, fonts and colors for your logo and you've put together some designs, remember that your business is like no other. Even if you have many competitors, your company provides a combination of quality, service and personality that only you can provide. Your logo should reflect that. Take a deep breath and tap into your intuitive, creative side. Break a few conventions if you need to, and show the world that you stand out among the rest.

Creating a logo for your business is a challenge, but the hard work you put into designing it will pay off well into the future. Your logo will tell customers who you are, what you're about and how you can serve them. Investing time and effort into designing your logo may be one of the best decisions you make for your business image.