5 Important Elements in a Logo
Keep to these and you’ll never go wrong
Here are 5 important elements in a logo design:
1. The First Glance Principle
A logo can be made to the finest detail as possible, but no matter how detailed a logo can be, if it fails to capture your customers’ attention at first sight, it does very little to make your brand stand out. This is called the First Glance Principle. A good logo is one that captures the attention of others at first glance. Why is it important? Because there are so many brands out there, and it is so crowded that vying for customer attention becomes harder and harder each day. If people look at your logo for one second and totally forgot about it the next, how would you retain your brand in your customer’s mind? It is also important to remember that attractive logos need not be complicated.
Colour is the reflection of the emotion a logo generates so choosing the right colour is important to your brand. If you want to express your brand as trustworthy and professional, then blue and white are appropriate choices of colour. If your brand is vibrant and aggressive, then red is the most sensible colour to go for. Orange is playful and energetic, whereas green is natural and prosperous. Purple is mysterious and luxury while brown is grounded and practical. Black is classy and exudes authority. But do take into consideration the background colour that you want your logo to superimpose onto. Light colour logos match well with dark background and vice versa. So if you’re using light colours like silver, gold, yellow or white, a dark background can give a stunning contrast. Conversely, using light colour logos on a light or white background may make your logo less visible. So choose your colour wisely.
A unique logo is one that is simple yet distinctive. But always remember there is a fine line between uniqueness and relevance. A highly unique logo may not necessarily be relevant. The last thing you want is to confuse your customers on the kind of business you run. So it is important to keep a balance so that your logo doesn’t get mistaken for a different industry than the one you’re in.
4. Font Style
The type of font used also tells a lot about your business and identity. Although there are thousands of font types, choose the right font that expresses your business identity is crucial. If you’re running an antique cafe, you may want to your logo fonts that gravitate towards vintage and Victorian style but if you’re running a law business, it pays to use fonts that are solid and professional.
Your logo should ideally be relevant to your industry and business. Some brand gurus recommend using concepts that are totally different from your industry in order to create a sense of uniqueness. While it is true, it also depends on the type of industry you’re in. While creativity and uniqueness are important, you don’t want your customers to think you’re selling computer products when in actual fact, you’re running a restaurant business.