Here are 3 words to keep in mind when designing your logo —
1/ CLARITY
We’re talking both visuals and semantics here. Visual clarity means legibility – could letters be misread or muddled? Is the logo readable when small? Does it still work when only black and white? Semantic clarity is what the “meaning” of your design communicates about your brand. For example, serif fonts are popular with law firms, its classic strokes evoking a sense of tradition, reliability and fairness.
2/ CLEVER
Einstein once said “Creativity is intelligence having fun”. Anyone can pick a font or draw an icon on a page. But can the design offer a clever nod to its audience and its brand promise? Think of the arrow hidden in the negative space of the Fedex log, ‘subtly suggest getting from point A to point B reliably, with speed and precision’.
3/ COLOUR
You’ve probably heard about colour psychology: the premise that different colours evoke varying emotions and responses. A forest green with a yellow undertone, for example, can create a very different brand feeling to a bright green with a blue undertone. Have fun experimenting but consider your final colour palette wisely and carefully.
