14 Apr The Anatomy of a Perfect Logo
In today’s world, we are assailed by advertising more than ever before. It’s virtually impossible to walk down a high street without feeling like you’re stuck in a thick soup of brands, images and icons clamouring for attention. The internet takes this to a whole other level, especially since our quick-click culture means we’re absorbing hundreds of advertisements a day without consciously registering them.
This makes getting your logo right more important than ever before. To ensure your brand stands out from the crowd, here are some tips for achieving a great logo design that simply cannot be ignored.
EMBRACE FREE ASSOCIATION
Apple have an iconic logo that, when you think about it, is somewhat odd. What does fruit have to do with cutting-edge computing? But dig a little deeper and you can see the genius behind it. Connotations of freshness, health, and simplicity reveal themselves – the company is telling us that we are good for them, that this is a natural solution to make our lives better.
Rendering your business logo too literally has the effect of hammering a potential customer over the head with what you’re trying to sell. Why should someone believe you’re unique if the introduction to your brand is anything but? Subtle images that communicate a more abstract feeling are likely to inspire engagement and curiosity. But don’t go completely the other way – it’s counterintuitive, for instance, to represent a creative agency with a boring old square, so be mindful of going too abstract.
A COLOURFUL APPROACH
Choosing the right colour palette for your brand is crucial. As my recent blog explored, colour is endemic to our psychology; it helps us interpret everything we see, so a particular palette is essential to communicating your brand message.
While it’s not a dead cert that yellow and black will delineate an obsession with health and safety, it’s worth considering that primary colours denote immediacy, whereas tertiary shades imply complexity and hint at further innovation. The practical uses of colour are also food for thought. Shell, for example, has a sharp, no-fuss colour scheme that can be spotted easily by drivers.
THE PERSONAL TOUCH
If you’re feeling really adventurous, a slice of personality will make your brand seem more human and approachable. It’s impossible to think of Michelin Tyres without the image of their rotund, smiling mascot in his sash. Similarly, Guinness brand every bottle with their trademark harp, denoting craftsmanship and a classic pedigree. Drawing on quirky or attractive symbols will separate your company from the pack and portray you as warm, caring or eager to make people feel at ease.
When creating your logo, strike the balance between the obvious and familiar, and something more abstract that will set you apart from your competitors. Inspired by any of the above? Contact Tarling Design for a free consultation, and together we’ll help your ideas become a reality.