LOGOS

Its difficult to understate how important logos are for your business. They are the face of your brand, the icon that will come to be your figurehead; the logo is, invariably, what people will remember your brand by. This is why its so crucial that your logo is effective, striking, instantly memorable and works as a spokesperson for your brand. At Stonefern, we can help you create a logo that will become iconic.

THE LOGO SPEAKS FOR YOU

The logo is, oftentimes, the first point of contact for a potential customer or client. That means it needs to speak for you. Your logo needs to represent what you represent, convey what your brand is about and give the public an insight into what you stand for. For example, Apple’s logo is clean, simple and effective; just like its products. If your logo is sharp and elegant, people will expect that from your brand. If your logo is more colourful and more vibrant, people will expect you to be the same. Your logo needs to fit your brand. It also needs to fit your marketplace. There are fundamental differences to logos in the food industry to those in the technology field. Your brands and audiences are different, and your logos should be too.

BE APPROPRIATE!

In the same way as it’s vital that your logo serves as a good spokesperson, its also crucial that your logo is appropriate. No matter your market, creating a logo reminiscent of a swastika is a ridiculous idea. Being overly sexual in your iconography is never going to work in the wider market place. Being too childish in a market where professionalism is key, is a nail in your coffin. Your logo needs to be appropriate to your brand and your message, but also to the wider world. This is a very basic point to make, but its deeper than you might think. The more appropriate your logo, the easier it is to sell your idea to the customer.

MAKE IT RECOGNISABLE

Ideally, your logo should be recognisable within seconds. In a world where there are countless brands competing for attention, you want to give the public the chance to easily recall your logo after as little as a quick glance. An easily recognisable logo leads to greater brand recognition, and greater brand recognition will lead to a greater chance of a potential customer remembering you and coming back to employ your services. Creating a logo that is instantly recognisable also builds a bond with the customer; it gives them something to hook on to, something to, however subconsciously, claim as there own. Like the crest of a football club or the logo of a car, a recognisable and memorable logo gives the customer an icon they can get behind, and brings them in to a sense of ‘tribe’ around your brand.

LESS IS MORE

Simplicity is a powerful tool for creating a logo that stands the test of time. Brands like Apple and Nike have successfully created logos that have become icons. They have stood the test of time, partly because they are so simple. Simplicity means they work in pretty much any context, in pretty much any colour and in any medium; they become versatile and timeless.

THINK ABOUT ITS CONTEXT

It isn’t often that you see a logo in complete isolation. Most of the time, the logo is a component, or focal point, of a website, poster, business card or app icon. Taking into account the bigger picture, you need to make sure that your logo can work across platforms, mediums, contexts and colours; it needs to work as a silhouette, as an icon, on a billboard, or wherever else you’ll want your logo to be. Making sure it works in every setting can also help you in creating a logo that is simple, timeless and iconic enough for it to work.

UNDERSTAND THE COLOURS

Colours play a larger role in the construction of your logo than you might expect. By understanding how certain colours illicit certain responses (the warmer colours (reds, oranges and yellows) are usually associated with energy, action, excitement or brightness. The cooler colours (the blues, greens and purples) are usually seen as calmer, more peaceful and more soothing) and how colours can work together, you can create a logo that is pleasing to look at, while also conveying a subconscious message. Understanding colour helps you to avoid the hellish mismatch of random colours that causes physical pain to the onlooker, and helps you to choose those colours that best represent your brand. This is all part and parcel of colour theory, an indispensable part of your designing tool kit.

At Stonefern, designing logos is our bread and butter. We know exactly how to create a logo that is versatile, timeless, simple yet striking, iconic yet engaging. Understanding all of this information is key and we have plenty of experience, so leave it to us!