The logo is the name and face of the company. It constitutes the visual identity of your structure, which means that it must be perfectly in line with the values that you wish to disseminate. Its creation phase represents an essential step which must respect a certain number of rules. Here is our guide in seven golden rules which will allow you to design the right logo, the one which will become the strong image of your company.
The key role of the logo: identification of the company
The logo is, without a doubt, the central point of your communication given that it is present on your website, your electronic signature, your business cards, your commercial documentation or your social networks. The customer forms an image of your company through your visual identity. It is therefore up to you to send him an attractive, but above all memorable, image so that he can directly associate it with your brand.
Simplicity remains essential to make your message understood as clearly as possible. To stand out from your competitors, originality is a real asset: be creative!
The 7 logo rules you need to know…
Your logo, as ambitious as it may be, should not go all over the place! A good logo works around certain fundamental aspects so as not to blur the image of the company in the mind of the client.
Rule #1: The right colors
The colors of your logo all have meaning: they should never be chosen at random. For illustration, if you work in the ecology sector, vegetable shades will, in principle, be the most appropriate. Another example: Coca-Cola, one of the most famous logos in the world, relied on red, a bright color associated with passion and energy, used to arouse the desire to buy. However, your logo can be printed or distributed in black and white: make sure it remains striking, even in shades of gray.
Rule #2: Shapes
The shapes of your logo must be in line with your activity because, just like the colors, they carry symbolism: circles are associated with cycle and community, squares with order and stability… As for symbols, the double visual meaning technique is very popular because it allows two images to be merged into a single visual. The VinoPiano brand brilliantly illustrated this with a logo representing both wine glasses and piano keys, implicitly associating elegance and music. Also think about negative spaces (the voids created by the drawing), as the shipping company FedEx did by incorporating a “hidden” arrow between the E and the X.
Rule #3: Typography
As for the font, it must be original while remaining perfectly readable. To take the example of Coca-Cola, the brand has had immense success by using a unique and recognizable cursive typography. Remember: typography embodies the very design of your name, so don’t settle for a standard font and make it your own!
Rule No. 4: Adaptation over time
Whatever your field of activity, trends evolve and graphic design is no exception. Choosing a timeless logo, capable of carrying the message of your company regardless of the era, remains wise. After a few years, carry out a slight overhaul (a lift) without the need to change everything allows it to adapt to contemporary codes. The Shell brand logo, for example, already illustrated a hand-drawn seashell in black in 1900, while its modern version is based on refined shapes in yellow and red.
Rule No. 5: The logo, synonymous with your activity
Even if originality is essential, you must ensure that your logo maintains an evocative link with your sector in order to be immediately identified. This is why the Dodo Grill restaurant skillfully uses its typography to form a meat skewer… Simple but effective!
Rule No. 6: The message is essential
Some companies sometimes prefer to highlight the values or qualities associated with their products rather than making a direct link with their profession. It’s a daring bet that has made brands like Lacoste successful, suggesting tenacity and resistance through the image of the crocodile, or even Nike, whose famous comma (Swoosh) evokes the wings of the Greek goddess of victory, implying that the brand gives wings to its users.
Rule #7: Beware of double meanings and connotations!
There are a multitude of examples of misinterpreted or embarrassing logos circulating on the web: be careful not to fall into this trap. A logo conveys a main message, but can also unintentionally suggest others. A Brazilian university paid the price by wanting to represent a traditional Asian house in front of a sunset, which the public ultimately interpreted in a very inappropriate way. So always have your visual validated by several external people! Finally, if you want to expand internationally, check that the symbol or name does not have negative cultural meaning abroad.
Several methods to create your logo
Today you can create your own logo using various online tools and platforms. However, to obtain a unique and lasting result, it is better to contact professional graphic designers or specialized agencies capable of delivering you a tailor-made creation. Note that prices vary depending on the support and complexity of the project, generally ranging between 100 and 2,000 euros (and more for complete branding support).
Keep in mind that the logo symbolizes the overall image of your company: it’s up to you to give it all the qualities necessary to make a lasting impression!
