#1 – Your Company’s History

Bring something unique about your history to the forefront of your design, such as a building detail or a fun backstory. Little known fact, McDonald’s is represented by golden arches because that was in their original architecture. KFC uses the image of the Colonel that cooked up their famous recipe. There are a ton of brands, in and outside of fast food, that have a nod to their history in their logo. It’s a smart little homage that will help people remember you.

Take for example a pretend San Francisco boutique called Bellas. The shop sells bohemian style clothing like long, flowy dresses, loose pants, crop tops, floral headbands, and beaded earrings. For the sake of the example, let’s say the company was started by three sisters. These savvy entrepreneurs can reflect that fact in their logo and still convey what they are all about with a little creativity. Notice how the logo opens like a flower, reflecting their natural vibe, while using the silhouette of the girls to pay tribute to the company’s origins.

#2 – The Psychology of Color

Color has a big impact on how people perceive your logo. In fact, it can increase brand recognition up to 80% across the board according to some experts. Each shade means something specific and has different implications depending on how it’s used.

Think about your brand personality and the feeling you want to evoke before deciding on a color. Are you a law firm that needs to be taken seriously? If that’s the case, bright red might not be for you. What about a bounce house rental company wanting to get everyone ready for a fun time? Then it doesn’t really make sense to go with a muted white or gray. You get the picture.

#3 – Simplicity & Proportion

Generally speaking, simple, easy logos are often more effective than overly detailed ones. The simpler the design, the more likely it is to achieve “The Golden Ratio,” a mathematic equation that assesses the ratio of two quantities.

Back in the day, Greek sculptor Phidias came up with this concept to guide the construction of the Parthenon. It has been since been used as a guide for astounding works of art like the Sistine Chapel and Pyramids of Giza. It’s also been used in the logos of modern companies like Pepsi, Toyota, and Disney.

The golden standard is marked by balance. This is a quality you want associated with your business, and thus, should use in your logo.

#4 – How the Font Will Appear  

There have been some serious mishaps with typeface in the past that have completely destroyed a few advertisements. To see what I mean, take a look at an epic font fail.

As you can see, the name of the cereal is supposed to be “Breakfast Blitz,” but a poor font choice makes it read “Breakfast Butz.” Doesn’t exactly sound like a good cereal, does it?

A poor font choice can lead to serious miscommunication. The example above is the most PG I could find, but trust me, it can get much, much worse. Be sure to keep the font in mind when designing your logo for that reason and because it affects people’s perceptions of your brand. For instance, if you use Comic Sans, you’ll be the laughing stock of the business world, guaranteed. If you’re not sure about your font choice, don’t be shy about asking for a second opinion! You want to make sure it’s legible and congruent with your design.

#5 – Visual Appeal

Logo design is basically a potential client’s first impression of you. If the logo is poorly designed or confusing, people may not trust your business. – Alina Bradford, Freelance Writer

Why design a generic triangle when you have an array of aesthetic appeal at your fingertips? In an ideal world, your design will decoratecommercials, and social media ads. It only makes sense to come through with something that meets the eye in a pleasant way.

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