From the iconic Nike swoosh to the memorable golden arches of McDonalds – a great logo has the potential to launch a brand to global stardom. Your logo is the visual cornerstone of your business. It should reflect your brand's identity and leave a lasting impression. A well-designed, recognisable logo is essential for standing out in a crowded marketplace and building trust with your audience.
But how do you design a true logo masterpiece? How do you create a design that resonates with people and remains relevant over time? At Haddington & Haddington, we've designed logos for both new and established brands, and we pride ourselves on having a thorough knowledge of best practice and the key elements of effective logo design. Whether you're considering a re-brand or you're a start-up looking for a logo that really delivers, we can help you get started. Let's get into how you can design a great logo for your business.
Why your business needs a logo
Just as your business needs to provide customers with a high-quality product or service, it also needs a strong brand presence, and your logo is a key part of that. A logo is important to aid customers in easily recognising and remembering your brand. Think of how many iconic logos you can quickly remember and visualise in your mind. It's likely that you'll know Adidas, Coca Cola, Starbucks and Amazon. These logos clearly distinguish these brands from their competitors. As more customers have familiarity with a logo, they build loyalty and trust with a brand through a stronger connection. This helps a brand to build credibility while ensuring consistency across all marketing materials, product packaging and platforms.
What are the key principles of great logo design?
Iconic logos share several core principles that reflect a brand's vision. They include:
– Memorability (a strong logo is easily remembered and immediately recognisable).
– Versatility (a logo should look just as good on a letterhead as it does on a website or paper coffee cup, while maintaining clarity and impact).
– Relevance (the design should resonate with the brand's industry, audience and identity).
– Timelessness (a great logo should still be relevant despite evolving design trends).
– Original flair (a great logo helps to give a brand its own unique identity in a crowded market).
Design elements to consider when creating a logo
Balance
A balanced logo feels very 'put together' and polished, as no part of the design is too heavy on one side. When a logo lacks balance, it can appear chaotic and overwhelming, making it hard for viewers to take in the information it conveys. Achieving symmetry and balance involves careful consideration of alignment and spacing. For example, even in a complex design with multiple elements, proper alignment and spacing can prevent the design from feeling cluttered and overwhelming.
Repetition
Repetition in design might seem counter-intuitive or even boring, but that isn't the case at all. Repetition plays a crucial role in guiding a viewer’s eye across a logo. This makes it easier for them to take in and remember the design. Effective repetition involves creating patterns with subtle variations. For instance, using the same text in different colours, or including shapes and icons with slight differences to create a sense of rhythm (without making the design feel monotonous).
Contrast
Contrast adds visual interest and can create that ‘wow’ factor in a logo design. It involves placing opposing elements together to make them stand out. Many designers use contrasting colours or dark and light shading to achieve this effect. You can also contrast shapes, lines or sizes to create a striking effect.
Visual hierarchy
Visual hierarchy is about arranging elements in a way that guides the viewer’s eye through the design in a logical order. If your logo has a strong visual path, framing, typography and colour, it'll help viewers quickly understand what your brand is all about. For example, placing the most important information in bold or using a larger font size will naturally draw the viewer’s eye there first.
Simplicity
Simplicity is so important in logo design, as it helps to maintain clarity and impact. A simple logo avoids visual clutter and focuses on the essential elements, making it more memorable and versatile. For example, a minimalist logo with just one or two colours and a straightforward icon or typography can effectively convey a brand's identity without overwhelming the viewer.
An analogous or complementary colour scheme
Opt for colours that are next to each other on the colour wheel (analogous), or directly opposite one another (complementary), to ensure your colour scheme ties together well.
Readable typography
Choose fonts that are easy to read, especially at smaller sizes. A clear, web-friendly font ensures your logo is professional and easily understood. If viewers struggle to read your text, or if your logo has too much text, it doesn't work in representing your brand well.
Use negative space well
Negative or 'white' space allows your design elements to breathe, while preventing the logo from looking too crowded. Ensure that all text, icons and other elements are also evenly spaced and aligned to create a polished design.
Add a splash of the unexpected
This is your logo for your brand. So don’t be afraid to put your own spin on it! Add surprising elements to your logo to make it stand out. This could be an unexpected colour, shape or design that makes your logo truly different from the rest.
