A logo is everything for a product. It is essentially the face and voice for a set of merchandise. Since a logo can impact everything from brand identity to sales, you don’t want to throw one together carelessly. A carefully executed logo design will make your product come out on top, and here’s how you can accomplish that very thing.
Before you Begin
Grab a pen and piece of paper. It is time to start brainstorming.
You can’t simply jump into Photoshop and develop the perfect logo. Precise planning and idea deliberation need to take priority. Consider what your company does and what this product means for you. For example, a toy company may want to avoid unpopular colors like brown, as colorful shapes and objects would work better.
Sketch whatever comes to mind and eliminate anything that doesn’t fit with your brand or product image. It is better to have multiple designs that can be improved upon, rather than one hastily put-together logo that falls short. Pick a color scheme that will make your messaging stand out and refine your typography. Decide the important details now so they don’t surprise you down the road.
If this sounds too much for you or your team, consider hiring a third-party designer to help guide your efforts.
What Design Aspects Go Into a Logo
Now that you know the first steps, you have a better understanding of what you’re looking for in your product logo — but does your idea cover the basics? Here are some design aspects to consider:
- Product Name. Unless you have an immediately recognizable logo like Nike or Apple, your brand or product name will be a necessary inclusion in your design.
- Visuals. Color, fonts, and imagery are musts in effective labeling, but they aren’t the only necessary features to include. Ask yourself if your logo is readable across various media types. Does it translate well to offline materials and finishes? Have you optimized your logo for all sizes, shapes, and situations?
- Simplicity. A simple, clear, and consistent logo will more memorable than an over-embellished one (negative space is your friend). It will also be more versatile, allowing for multiple forms of the same logo (black and white versus color, with and without text, different sizes, etc.). These types of logos will also translate better across online and offline promotions.
- Message. A design should suit both the company and intended product. Your product’s concept needs to be instantly recognizable, or it will fall prey to obscurity. The tone must convey company values, which will also be reflected in the products you display.
- Uniqueness. Every ounce of inspiration you pour into this logo must be unique. Several designers suggest to avoid cliché trends and to create something truly one-of-a-kind. If you tailor your logo specifically to your brand message and product’s benefits, this should be a breeze.
- Honesty and Authenticity. You want to show off your product in the best light, but you don’t have to be misleading to do so. Consumers trust companies and products that don’t have anything to hide, so don’t exaggerate features or benefits in your design. Products that show character are easier to gain consumer attention.
These are just a few of the key qualities your product logo needs to have. Check out more tips on creating a quality logo here.
Standing Out Against the Competition
Whether you’re new to the market or have been in the game for a number of years, you can’t deny how competitive it is out there. It is more crucial now than ever to take the steps to make your product logo stand out.
Ask yourself what makes you a prominent market player. What separates you from your competitors? If your product does something that no one else does, that value should be symbolically displayed. After all, your merchandise (and their logos) are visual representations of your service. They are reminders to past, present, and future customers of why they choose your product — and what makes them come back every time.
Ignoring the basics can be your downfall on your journey in striving for success. For instance, consistency is an easy way to gain significance and recognizability. If your brand is consistent, your product should be too. The more the two coincide, the more memorable you will be. The more memorable you are, the more remarkable your prosperity will be. With a well-developed and consistent message, you and your product can stay top-of-mind for consumers.
Making Sure Your Customers Take Notice
You could have the best-designed logo in your market, but it won’t mean anything unless you’ve researched your target demographic and made sure your product meets their needs. Furthermore, your customers won’t take notice if your product and logo don’t appeal to them.
Take the time to research which design elements your target will react to. Show your design to a test market in order to get feedback. Ask them specific questions (“What do you think when you look at this logo?”) to gauge response. See if your intended message is as consistent and clear as you thought. Gather this feedback and adjust your logo accordingly.
Logo design is much more than the product name and a clever vector image. It is a symbol of your quality and what consumers can expect from your product.
There are several components to acknowledge as you’re designing. You must be mindful of what your competition is doing, as well as what your consumers want and need. In order to gain widespread product recognition, your logo needs to be as strong as your brand and consumer experience.
An important note to recognize is that you aren’t finished after the initial logo is approved. You need to keep listening to what your consumers think and feel. Use social media to see what others have to say. Pay attention to trends in both design style and consumer involvement. Continue modifying your product logo over time, and success is yours.
About the Author!
Shannon McCoy, otherwise known as the Dallas Ad Grad, is a digital strategist for Signazon, an e-commerce company that specialize in helping thousands of small businesses every day with their printing projects. Shannon loves writing about social media, consumer behavior, advertising, and more! Feel free to connect with her on Twitter, Google+, or LinkedIn.