To begin the process of telling your brand’s story, we need to understand that we are an incredibly visually oriented species. Once we realize our comprehension of visual cues, we are able to make more sense of creating a clean logo that tells the story of your brand.
The brand’s story is the reason for the brand’s development. Su Matthews Hale, of the design firm Lippincott states: we need to realize that the logo is our brand’s “shorthand, a visual cue that tells a story of the brand’s culture, behavior and values.”
When these attributes are identified, you will need to follow up with logo criteria that must be appropriate to the business: memorable, uncomplicated in form and original. They also should be tied into the value of your product or service and the user reviews.
When the criteria and the foundation of the business have been established, variations of a logo shall be tested among potential users. Those that understand how every component affects the perception the consumer has is important, down to the primary and secondary colors used in the logo. It’s all about creating a physical and emotional connection.
An effective logoshould be easily recognizable (Brand Recognition) in large- and small- print. It needs to clearly show what the company does (Reflect Your Business), and it needs to demonstrate loyalty and pride for the brand (Consumer Loyalty). Finally, a logo should have an emotional connection (Evoke Emotional Responses). These qualities will help your brand stand out in today’s highly competitive market with thousands of brand messages in digital and print on a daily basis.
It is important to have a logo that not only conveys the unique identity of your business. But, also makes a strong connection to your audience.