Friday, October 18, 2019

5 tips to create an outstanding logo

5 tips to create an outstanding logo

Your logo is the face of your company. It is usually the first thing people see and the thing they remember most. If you asked us, most of us could identify some iconic logos, be it Coca-Cola cursive letters or NIKE's popcorn And that is the point: you must invest time in creating a perfect logo that is stored in people's minds.
"Other people should be able to speak for your brand," says Jonah Berger, author of Contagious: Why Things Catch On . "You love your company, you think it is wonderful, but if you are not here to tell others, what will people remember and tell other people?"
The best logos have several things in common. Berger says there are five keys to creating a successful logo:

1. Simplicity

The main element of the best logos is its simplicity. "A good way to think in terms of simplicity is to analyze how many moving parts are in the logo," says Berger. For example, the old Apple logo was rainbow, while the current one is in solid black or grayscale. That simplicity makes the logo easier to see, something that consumers appreciate.

"The easier it is to process things, the more we like them," says Berger. For that reason, many brands have aesthetic elements that are easy to digest. Other major brands such as IKEA, IBM and Coca-Cola follow this rule. "It's hard to find iconic logos that have more than two or three colors," he says.

2. Brand Consistency

Your logo will inform customers about your brand, so you must ensure that the design matches your company's message. Consider again the Apple logo. A few decades ago, Berger says, "the multicolored had an association with freedom and charisma," but that is no longer the case. Although Apple's old logo connoted the free spirit of a new company that was threatening the giants, its current position as one of the most successful companies requires the futuristic image it now has.

Even so, the Apple logo is lighter and friendlier than the IBM logo that is “dark and imposing,” says Berger. "That is consistent with the message Apple wants to give: We are technology, but friendly and easy-to-use technology." If you are starting a new company, you should seriously think about the key characteristics of your brand and how you want to include them in the logo.

3. Make it memorable

This means that you create a logo that is easy for consumers to remember, which will help you attract customers by word of mouth , says Berger. Your logo should "help remind you that you exist and why you exist."
Simplicity generally helps make logos more memorable, but interestingly "a bit of inconsistency," it can also help increase memory according to Berger. If the Apple logo didn't have a bite "it could be easier to process, but harder to remember since it would be equal to thousands of things you've seen before." Therefore, put something different or unexpected in your logo to make it easier to stand out.

4. Make it amazing

This element is what makes your logo stand out and help you differentiate yourself from the competition. TalentBin, a search engine that helps entrepreneurs find talent, has a logo that exemplifies its quality. The logo consists of a cartoon of a purple squirrel in a unicorn. Although it seems ridiculous, it has a meaning: "In the recruitment industry, a 'purple squirrel' is a kind of difficult person to find," says Berger. "It is a way to show that they are infiltrated, that they know the culture."
The purple squirrel is not the main TalentBin logo , but is generally used internally in conferences and promotional materials given at industry events. “If you are an established company, you may not want such an extraordinary logo,” says Berger. "But if you are a startup you need to take risks."

5. Evaluate it in the market

Finally, if you don't trust your instincts when designing your logo, do a market study, Berger recommends. You can do this through the internet and social networks, simply by asking people. The point is not to assume that your logo is great. Before printing your business cards, get feedback on whether your logo says what you want it to say.

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