Designing a logo is a deliberate and conscious process of choosing design elements that, collectively, mean something very specific. Everything from shapes to colours, and from layout to fonts should be backed by strategy:
What do you want people to think/feel when they look at your logo?
Are you going after “premiumness” or “easy access”?
Will your target audience respond well to bright colors or subdued shades?
Answering these questions will guide your choice of logo elements.
So, what are the critical design elements in a good logo that you need to get right?
1. Shapes
The human brain, in its attempt to make sense of things, associates meanings to everything it encounters—even something as abstract as shapes. So, when we look at curves, we think of streams and waves. We consider circles—even incomplete ones—as a whole. Edges and angles are considered bold and dominant.
Let’s list some of these associations:
Circles and curves: natural, complete, wholesome, relaxing
Edges and angles: confidence, daring, fearlessness, leadership
Squares and rectangles: dependability, equality, security, stability
Lines: vertical lines represent growth and upward motion; horizontal lines are reliable and balanced
Organic shapes: shapes such as clouds, leaves, and water droplets are used to convey spontaneity, creativity, or natural processes
Choose the right shape to convey the right meaning and take the guesswork out of the process.
2. Icons
Icons are a graphical representation of a brand name. These icons convey a clear brand perception to your audience. These may or may not directly relate to your business’ core offering. Case in point: Apple. It’s a tech company that uses fruit as its logo icon. Usually, however, your icon will closely match what your brand does.
The icon can be graphic (pictures), abstract (lines, blobs, and other vague shapes), or simply your brand name or brand initials (monograms). Each icon style is unique and favoured by particular industries. Abstract logos are more common in the tech world. The most popular style, however, is a combination logo that uses both the logo shape and the font to convey the brand message.
Let’s see the icon choices employed by popular brands:
Abstract: For a subtle and more complex brand message; used by Pepsi, Access Bank, Nike, Spotify, and more
Wordmarks: For a brand name that is short, easy to pronounce, easy to spell; used by Glo, Coca-Cola, Disney, Google
Monograms: For brand names that are long, hard to spell/pronounce, and for a classier look; used by MTN, Chanel, Louis Vuitton, H&M
Combination: Favored by all brands, covers all basics, conveys most meaning; used by Dove, Rolex, Cisco
Emblem: For brands that want to appear institutional, grand, authoritative; used by Starbucks, Warner Brothers, BMW
Pictorial: For the most well-known brands; for subtle brand messages; used by Apple, Playboy, Twitter
Mascot: For a humanistic feel; brands that want to appear friendly, more approachable; used by KFC, Pringles.
3. Colours
Colours are powerful carriers of meaning. Of all design elements, colours have the most influence to alter a brand message completely. Even subtle differences in shades and hues can mean the difference between a brand message that’s aggressive and edgy or exciting and playful.
Three major factors will determine your color choice for your logo design:
a) Colour psychology
Colour psychology is an important and evolving field of study. We don’t really understand why we consider a certain shade of blue calming while another sad. We think red is the height of glamor but we also consider it violent. Black is for mourning as well as the colour of choice for professional events.
The thing is, colours have a very distinct and decisive effect on how we feel and respond. Red and yellow in a food logo design can make people feel hungry—these colours can affect metabolism and blood pressure.
b) Cultural associations
In addition to psychological connections, colours also have cultural links when it comes to meaning. White may mean purity in the West, but in Asia, it is a sign of mourning and widowhood. So, tread with caution in your colour choices if you are running a global brand.
c) Target market
Some colour associations are specific to target markets. The restaurant industry mostly uses red and yellow in its branding. Black is more common in luxury goods. Green is the colour of choice for organic or nature-related brands. So, make sure there’s relevance between your colour choice and the industry your brand represents.
Keep in mind, though, that a lot of colour associations are subjective. So, you won’t be able to make everyone happy with the shade you choose. Go with what works for the majority.
4. Fonts
Fonts are the binding gel of all other design elements. They can either elevate the logo or make it fall flat. Cohesiveness and unity in all design elements are critical for a brand message that’s on point.
Last line
It comes down to cohesiveness and unity across the elements of a logo. Cohesiveness and unity are the two factors that can differentiate a logo from mediocre to oh-my-god-that’s-stunning! To create such a design, ask yourself: Does the logo design, as a whole, make sense? Does it look attractive? Will it be memorable?
If you can’t immediately understand what a particular logo image is trying to say or it’s instantly forgettable, that’s your cue to redesign. Remember, there isn’t a lot of room for chance when it comes to logo design. Make sure each choice you make is backed by strategy and conscious thought.
