It is not really fair when logos are considered among the insignificant details of a company or a particular brand. In contrast, and you’d relate, that it’s one of the most important aspects that leaves its fingerprint in your mind when you come across a brand or a company.
After all, who doesn’t know how McDonald’s “M” looks like or how the “L” and “V” OF Louis Vuitton are intermingled in their iconic logo. Brand logos are designed to create visual appeal for customers.
They may look like they just represent a company symbolically but that’s just the tip of the iceberg, it goes way deeper than that. The business giants spend tons of capital just to get a logo designed that is not only visually appealing but also catchy. You heard that right! CATCHY!
What would a CEO love more than to have a logo for their company that leaves a permanent impression in people’s minds? If you look at it in a certain way, it’s actually a pretty well thought out marketing technique.
The ultimate aim in marketing is to let people be aware (and in a positive way) of a particular product or service from a company and a logo is the first step in that direction.
A catchy and visually attractive logo creates a subconscious bias towards a particular brand before people have even decided to buy or hire from them.
For instance, a couple months ago, I was hanging out with a friend of mine who though being a noob, temporarily flirted with the idea of becoming a programmer.
He was searching for educational apps related to coding in Play store, although he didn’t have the slightest idea which one to download, he simply downloaded Mimo because it had a “cool” logo.
It looked definitely cool but lucky for him, it was good in the “education” department as well. The point is, you can’t just overlook the importance of having an attractive logo if you want your brand to be successful.
Your company may sell excellent quality products and may have permanent customers as well. However, if your brand logo doesn’t really stimulate people’s minds in all the good ways, you’d have a hard time attracting new customers. Especially the ones who love trying new things, a boring logo wouldn’t really be helpful in attracting this particular customer base.
Features in A Bad Logo
There are a number of things you should avoid when designing a logo, if you want your brand to stand out.
Most companies overuse similar concepts and create logos that become so cliché that they no longer provoke interest in their brands.
You’ve got to avoid this! If you want your brand’s logo to have a marketing significance, you need to stand out. The logo should be unique and thought provoking enough to leave your company’s memory in people’s minds.
Common stuff never becomes talk of the town but unique stuff does!
If your brand logo is difficult to follow or say, if it contains lot of stuffed up words, it wouldn’t really create the attraction it otherwise would, if it reflected clarity and elegance.
Most companies make this mistake. They end up creating convoluted icons for their brands that lack the aesthetic value which ultimately ends up automatically turning away potential new customers. This actually happens!
Mostly, a first time customer ends up entering a clothing store just because their logo seems attractive and thoughtful.
The human brain is wired to get attracted to symmetry so much so that in the collective subjective world view of humanity, symmetry can be considered synonymous to beauty. We don’t like randomness, chaos, and asymmetrical stuff and logos are no exception.
Asymmetrical logos are a huge turn off given the meaninglessness and randomness they symbolize.
Features of A Cool Logo
Let’s now have a look at the core features that are required for a perfect logo. The first thing to consider in this matter is what people like and dislike.
People are attracted neither to simplicity nor the complexity. In this sphere of features, they’re more drawn towards elegance, a logo which is simple to visualize yet rich in its symbolic value. This is the philosophy that defines all the features required in a perfect logo design, a sweet spot if you will.
Now that you have a rule of thumb, the next stuff to consider is the type of logo you want, there are various types of logo designs like Abstract logos, Mascot logos, Emblem logos and Slime logos among others.
No type is inferior or superior in any sense, it really depends on people’s tastes. You can get excellent as well as horrible logo designs in all of these.
Then comes color. Bear in mind that colors are extremely important in logo designing because of their visual appeal so you would want to use the kind of color in your company’s logo that is appropriate to the tastes of your customer base.
And last but not the least, is the relevancy of your logo design to the product or service. For instance, if your company sells products related to water like inflatable pools, it wouldn’t really be a good idea to have a red colored logo with a cartoonish zebra for your company. The color blue in this regard and a cartoonish dolphin perhaps, would be more appropriate just to give you an idea.
Ways To Find Logo Design Ideas
Now that all the appropriate features have been discussed, let’s delve a little deeper and find out what are the best ways to find design idea for your logo.
#1. Use of Machine Learning
Machine learning is a subfield of Artificial Intelligence that allows a software program to learn on its own from the available data, analyze patterns and produce outputs.
It has become one of the most useful tools in a number of applications, one of these includes understanding people’s online behavior particularly in marketing context.
Consider this, you are signed in to an E-commerce website through Facebook and you look up some stuff to buy on that site, later on, while going through your FB newsfeed, you’d start seeing ads showing products similar to your searches in E-commerce site.
That is machine learning at work. Similarly, you can use machine learning applications to determine the personalities of people interested in products or services relevant to the company you’ve built.
And you can use that data to design a logo that perfectly stimulates their senses. For example, analyzing the data, if you come to the conclusion that customer base that buys these particular products is largely introverted, then it’s better to research what introverts would like in a logo like colors, shapes and text style.
Now it’s not that you’d find articles suggesting what kind of logos introverts like, but you’d definitely be able to get an idea what an introvert would like in a logo.
For instance, introverts generally tend to be imaginative, deep, reserved and mystical and the colors that most correspond to these kinds of trait are blue, indigo, black and grey due to their intensity and richness while lighter and warmer colors like yellow and red are more usually preferred by extroverts.
On top of that, introverts with their quiet mouths but talkative minds, love brain teasers, they usually but not universally, like unique patterns and symmetries. So this gives you a general idea what color palette and word styles you need to use in your logos.
This method is the most undisputed way to gather enough information to design your company logo, the data collected through machine learning is unmistakable and precise.
#2. Reverse Image Search
It may be that you know what your logo should look like but don’t really know how to visualize and work it out in your mind.
And then, on a warm sunny day, you’re browsing through the internet and you find a company’s logo that is similar to your desired one. However, it is someone else’s logo and you can’t use it because that would be theft of someone else’s property.
What to do now! It did help you visualize your own logo to some extent didn’t it? Well, you can completely work it out and visualize it with a little more help with more logos that are similar to the one you found.
All you have to do is search by image and find out more such logos that are somewhat similar to your idea of a logo. That can be done through Google Lens or Prepostseo as the later one provides images from three big search engines i.e., Google, Bing and Yandex. All these images would help you work it out and finally design your own.
For starters, reverse image search tool is a Software that finds you images that are same and similar to the one you looked for on the internet. The concept is very similar to looking things up on the internet through keywords except that instead of keywords, these software allow you to search by images.
Speaking of software tools, once you’ve designed a logo for your brand, you can use tools like ICO converter (ICO stands for Icon) to convert the image into ICO format if you plan to represent your company on social media, app stores, and web.
Icon converters are available online and can convert images in formats like .PNG, .JPG, and .JPEG into ICO which turns the image into an Icon.
#3. Using Data from Surveys
Surveys are the statistical data gathered on the ground or online from people about a particular subject. In this context, if you have built a company that sells a product or service that attracts a particular type of people, you can create surveys or questionnaires for those people.
These surveys should ask questions like their favorite colors, shapes, writing styles etc. This method is similar to the 1st method, however, it’s a more direct approach.
As the particular kind of people your brand attracts, would keep attracting similar people in the future, so they’d although not individually but generally fit in the same group of people that answered your questionnaires.
You can conduct surveys either physically or online through emails, websites or social media pages. This is one of the most significant method to gather material for your logo design since it allows you to directly engage with the customer.
#4. Get Ideas from The Web
Well, you’d be definitely be thinking when this article would talk internet. Yeah! The place where you find nearly everything. The One and Only, World Wide Web.
It goes without saying that internet has become one of the most important factors in our daily lives. There are excellent websites where you can get design ideas for your logos like Deviantart.com which boasts roughly a million logo designs.
If you’re on a tight budget, you can also check out free logo designing apps and web tools that have hundreds of thousands of unique templates designed exclusively for this purpose. You can customize these templates with features that suit your company. For instance, you can edit text related to your company on these templates.
#5. Gather Inspiration from Other Companies
Finally, you can gather inspiration from other companies that are selling the same product or service that your company would be providing. Look these companies up on the Internet and evaluate their icon designs.
You’d definitely find subtle yet interesting details in their designs that would help you forming up ideas for your own.
For example, if you own a restaurant and plan to design a logo for it, you can look up logos of other restaurants exclusively of the ones that serve same cuisines as yours.
On the other hand, if you own a car wash company, you’d need to check out other car wash companies and check out what they have to show for in their companies’ logos, doing this would probably prove fruitful as these insights may help you come up with better design for your company.