Creating a new logo is a large step for any business, and it understandably leads to some tense marketing moments as companies try to find the perfect visual stamp for their brand. We've got a collection of tips on how to avoid conflict and make your logo redesign project a real success! Take a look before you begin.
1. Try New Things
Why do you want a new logo design? Because you want something to change. That's the reason, the only reason, to rethink your logo. Now, take a look at these popular logo redesigns from a variety of companies. Some of them decided on only small color or font changes, some barely noticeable. Others ended up with completely different designs that didn't resemble earlier logos at all. But we guarantee that none of those companies knew what they would end up with when first starting out. So remember to keep an open mind, and don't be afraid to try new things. You want something to change, right?
2. Find Your Own Font
If you've decided to tackle the thorny issue of font styles, then we suggest paying a bit more for a graphic designer to create a font that's all your own. This actually has plenty of adjacent benefits: A unique font is more memorable, and you can use it across branding materials as a simple way to stand out. If you haven't already taken this step, consider making a logo font that perfectly represents your business (and get ready to look at a lot of letter shapes).
3. Dodge Clichés (and Stand Out)
Clichés are far too dangerous to use in logos. Yes, there may be a particular symbol that represents your industry or products in a historic fashion, or maybe a popular logo trend that you greatly appreciate, but you need to stay far away. First, if something is traditionally associated with your industry then you can bet other companies are already using it, and the last thing you want is for your logo to be confused with some else's. Second, logo trends rise and fall: You don't need to follow them, you need to create a logo that will uniquely express your company now and in the years to come.
4. Find a Visual Expression of Your Business
So, if you need to stay away from common traditional symbols and short-term fads, what should you focus on? This is where creativity becomes so important: Try to distill your business down to one action or image, then use that image as fuel for logo ideas. The best logos have a very simple visual expression that encapsulates the soul of a business, often with just a few lines. Remember, it doesn't have to be a product – it could be a symbol of your relationship with contractors, or a building, or even a landmark. But unless your company is called something like "Tiger Construction Services," you'll probably want to stay away from animals.
5. Make Sure It Makes Sense Immediately
This is an important point: While you may have time to sit down and scrutinize your logo, no one else will have that kind of time. The average viewer has about a second to look at a logo and understand what it means before they get confused or bored. As a result, your logo needs to make sense immediately. Keep it simple, and avoid fonts or visuals that are too flowery.
6. Remember That Those Artsy Factors Really Matter
We're talking about null space, symmetry, golden ratios, proportion, and similar terms. You may not know or care what they mean, but they have an important role in making your logo. It is very easy to tell what logos have been designed with these factors in mind, and which haven't. So find someone who understands these design concepts, even if it's not your top priority – your logo will benefit greatly from the decision.
7. Get New Eyeballs Before Making a Decision
Before choosing a logo, bring in some fresh eyes – people who haven't looked at any logo options before. This is invaluable, because these people frequently spot problems or issues that the design team may have missed completely. Perspective really is important.