Startup businesses must get several things right. None are more important than brand name and brand logo. The logo goes a long way in establishing a brand. The right logo not only helps create the brand image, it also helps build and sustain it over the years. Here is how to go about making the perfect brand logo.
A Unique Identity
One can spot the yellow curving ‘M’ of McDonald’s from a mile away. Most people know what it is and who it belongs to. Apple and Google logos are equally recognizable. In a 2020 research conducted by Vistaprint 36% of the respondents said that a brand logo helps them remember the brand. Almost 50% said that they prefer buy from a company with a logo they recognize. Recognition comes from a unique identity. Be it the simple ‘swoosh’ of Nike or the letter ‘N’ in muted red of Netflix, simple logo designs can carve unique and memorable identities for their owners.
The most successful logos use minimum color. Almost all the popular brand logos have 2 things in common – a simple design and the use of fewer colors. A 2016 Rochester University study found that 90% of the top global brands only use 2 colors in their logos. Using fewer colors makes a logo easy on the eyes. This is why Samsung’s logo is all blue, Apple’s is all grey or black, and Coca-Cola’s is all red. However, just using fewer colors is not enough. Logos must be aesthetically pleasing too. This requires the right colors.
The Right Colors
There is a reason why the logos of McDonalds, Coca-Cola, and Kellogg’s are in red and Facebook, Twitter, and LinkedIn are in blue. It has to do with color psychology. Red invokes appetite, passion, and intensity. Blue symbolizes the throat chakra in ancient eastern texts, which relates to communication. McDonalds, Coca-Cola, and Kellogg’s quench hunger and thirst. Facebook, Twitter, and LinkedIn are all about communication. Research published in the Journal of Academy in Market Science found a direct link between logo color and brand identity. The vast majority of Fortune 500 brands only use 7 colors in their logos. These are blue, red, yellow, orange, green, black, and purple. Successful brands always use the psychology of color to connect with their target markets.
The Right Design
This is the toughest aspect of a logo to get right. A solid design accentuates the selection of colors. The graphic, letter, spacing, alignment – they all matter. Using a graphic that tells nothing about the brand is perfectly acceptable. The logos of Shell, Firefox, Hallmark, and Craigslist are good examples of this.
When using letters and fonts it is important that they must be easily readable. Consider the logos of Amazon, Hallmark, and Cadbury. They use minimalist graphics combined with clearly legible text styles and suitable alignment. As a result their brand logos are aesthetically pleasing and memorable.
The Right Price
International entrepreneurship is becoming very common. Migrant entrepreneurs often start successful businesses in foreign countries. Expat business owners regularly transfer money across borders to pay employees and suppliers, and to manage day-to-day business functions. Most startup companies have to be picky about where they invest their limited capital. For many, it is impractical to hire big marketing agencies for branding.
Fortunately it is possible to get good Logo made at an affordable price. With online services such as 99Designs, businesses can get logos designed by professional artists for anywhere between $200-300. Freelancing portals such as Fiverr and Upwork can also be good places to find affordable logo artists. If you have a fair idea of what your logo should look like, you can simply hire a graphic artist to put your vision on paper. It often helps if entrepreneurs become actively involved in the brand logo conceptualization and design process. Be sure to communicate your choice of colors, designs, and ideas. The final logo represents not just the identity of the brand, but also the personality of the entrepreneur.
About The Author:
Hemant G is a contributing writer at Sparkwebs LLC, a Digital and Content Marketing Agency. When he’s not writing, he loves to travel, scuba dive, and watch documentaries.