Every business comes with competition, some even fiercer than others. At the starting point, it can be really difficult to make your store stand out.
A brand starts with a logo. Your logo embodies who you are—it communicates your company’s values, meaning, and most importantly, your IDENTITY.
Your logo is one of the things that set you apart from your competition. But how do you make a good one—something that resonates with your audience?
This is the problem that I want to help you with today—how to create logo, and one that is memorable at that.
I will discuss:
- Role of Market Research
- Types of Logos
- Important Elements to Consider
- How to create your own logo
In the end, you should be ready to embark on your branding journey—and it all starts with how to create a memorable logo.
Role of Market Research in Logo Creation
Market research is part of every logo designing process. When we say market research, we are referring to a conscious action of KNOWING and UNDERSTANDING your market in relation to your product.
Most marketers use survey, but you can do brainstorming if you do not have the budget to consult with marketing firms.
These are the questions I want you to answer:
- What does your business offer?
- Who is your target market?
- How will your environment make the customers feel?
- What are your company’s mission, vision, and values?
The answers to these core questions will determine the elements and designs of your logo. It makes it easier to send your message across in your logo if you have the answers to these questions.
Do your research or brainstorming and create a brand around the results. This should serve as your guide to lessen the chances of misinformation, irrelevance.
RELATED ARTICLE: The 3 Best Online Logo Makers for Your Business
Types of Logos
Before you look for a logo maker app or free logo services, there are seven different types of logos tha you need to know.
Review each one and decide which reflects your brand’s personality.
A monogram or a letter mark is basically a logo consisting of one to a few letters. Most of the time, this is the business name’s initials. It could also be the owner’s initials. This is mostly used by companies whose names are long and hard to memorize.
The upside of using this kind of logo is that it is easily remembered. Examples of logos that use a monogram are LG, HP, and Chanel.
Wordmarks, also called logotypes, are almost the same as monograms. The only difference is that while monograms use letters of initials, wordmarks focus on the name of the business itself.
Great examples of wordmark logos are:
- Toy Kingdom
Use a wordmark logo if you want your brand to become a household name. It is best for stores that are just starting out and aim to get recognized.
Also, it is great for brands that have a unique name that is easy to read—they tend to get stuck in people’s minds. However, this won’t work too well with lengthy names. The letters will look compressed together, which isn’t too appealing.
3. Pictorial Marks
The third type that we have on our list is a pictorial mark. Unlike the previous two, this is a symbol-based logo.
What does this mean?
It means that there are no texts included, and the logo is solely made with an image than can represent the company. You can find lots of these from logo design software programs like then Wix logo maker.
Great examples of pictorial logos are:
It is not unusual for pictorial logos to include the company name from time to time. This is why many pictorial logos of cars also have the car manufacturer name below.
The pictorial logo is the most popular of all logos—you see them everywhere. If you use this logo, make sure that the image reflects your company’s personality, like what KFC did to its iconic logo.
4. Abstract Marks
Abstract marks, on the other hand, can be considered as a sub-type of pictorial marks.
What makes this contradictory is that even if abstract marks also use images, they aren’t based on real life.
Examples of these logos are:
If you think about it, their logos are not faces, but they are still images. Abstract logos are symbolic. For example, Spotify’s symbol lets you understand that the product has something to do with the internet because of the WiFi symbol.
The abstract logo gives full control to the designer. As the business owner, you can use this logo format if you want to be known as a symbol. Most companies that use this logo format are brands in the technology space.
If you are in the food or toy business, then the mascot logo is one thing you need to consider. A mascot logo allows the business to get represented by a unique character. This character may be inspired by the founders or the character that the company wants to portray.
This kind of logo may overlap other logo types, but these are the best examples:
- Sports teams
- Mr. Peanut
Mascot logos work in any industry. However, they are usually found in sports, restaurants for kids, and the entertainment sector. Mascot logos are great for fun-loving customers—they put a smile on people’s faces.
6. Combination Marks
Theseare logos that use two or more logo types. This is an efficient logo design, and it helps you create a brand that is easy to understand and remember.
- Burger King
Use a combination mark if you are just starting out. Once you become a big brand, you can eventually remove the words from the logo—people will now know who you are—for example, McDonald’s.
The name used to be appended with the Golden Arch, but they do not do that anymore. Anybody who sees the golden arch knows that it is McDo.
Thelast in our list is the emblem type of logo. This is usually designed in a way where it incorporates texts inside or within the area of an image.
This is mostly used by public institutions like schools and government agencies as it adds a classic touch to a business’ name.
Here are some examples:
- Government departments
- Sports teams
Emblem logos show strength and character, and this is why it is often used in political parties, fraternities, schools, and superheroes.
Important Logo Elements
Every element that you put in your logo delivers a message to your consumers. Your logo area is small, so make good use of the space.
From how the text is written to how it is shown as a whole—it all contributes to the impact that your logo brings.
Read on to see the important logo elements that you must consider.
It is very important to make your logo as original and personalized as possible to avoid duplications and imitations, thus the process of branding.
Not only does this makes your company linked to another, but it can also result in lawsuits as every logo is covered under Intellectual Property.
2. Color Scheme
Colors play a huge part in a logo’s overall feel. There are three themes that you can use:
- Monochrome Palette – this color scheme usually consists of either a combination of black and white tones or different hues of one color. This is done usually to bring a modern minimalist touch.
Furthermore, this also gives a sense of unity between the tones used in a logo.On another note, it will be essential to provide a spare monochrome logo because some occasions, like publications, will require you to provide a black and white version of your brand.
- Warm Tones – red, yellow, and orange are the main colors included in warm tones. These colors depict a lively and friendly environment. These tones are best for grabbing the attention of consumers.Companies that use warm color palettes include Lays, McDonald’s, Kodak, and Burger King.
- Cool Tones
In contrast to warm tones, cool tones range from green to purple in the color wheel. This scheme represents a calm and peaceful environment. It is used to build a sense of authority and professionalism just by looking at the logo.
Paypal, Ford, Facebook, and Samsung are some examples of companies that use cool color schemes for their company brands.
Fonts, like colors, will also affect how people will view your product. You have to use fonts that match your business’ goal.
- Serif – If you are targeting a market that is on the older side of the population, you can opt for a serif font. It gives a classic and timeless feel and will be a perfect match for vintage-looking logos.
- Sans Serif – Sans Serif, on the other hand, is an adaptable font, making it used by many brands. It can be combined with a lot of colors and shapes because of its neutral look. This can be applied in logos that aim to develop a simple and direct to the point texts.
- Modern – Helvetica, Metria, and Rezland are some of the modern fonts you can use. This type of font is usually decorative and gives a futuristic look to a logo. This is popular to a younger target market.
- Handwritten Font – A handwritten font commonly comes off in cursive styles. This is used by brands who want to give a classic theme to their logos.
The downside of this would be its readability, as small font sizes may cause the text to be too compressed.
Here are serif fonts:
You can view more fonts for inspiration and references in sites like Google Fonts and DaFont. There are a lot more fonts, but the ones that we discussed above are some of the most used. If you want, you can also create a font of your own.
The last thing to consider in creating a logo is the shape. This does not only affect its visual appeal but will make a change on the message it delivers.
- Round Figures – The shapes included in this category are those with no particular sides such as circles, ovals, and spirals. They are often linked to either gentleness or playfulness as it represents a youth-focused nature.These shapes can also be used in company badges and seals.
- Angular Figures – Figures that contain sharp angles, on the other hand, contradict round shapes as they are used to show stability and authority. Squares, rectangles, triangles, and other polygons are some of the shapes under this.
These kinds of figures make themselves defined and noticeable using their corners which equate to dependability.
- Cultural Shapes – The last on our list are cultural shapes. Figures like this already represent a meaning even when presented alone. This may be crosses, checkmarks, or hearts.
There is no limit on the colors, fonts, or shapes that you may use. You can use an existing one or create your own symbols as long as you can make it original. You should also base your logo on your business to keep them connected.
Also, remember to not overdo them. Make a note for yourself that you are working on a symbol for a business and not a mere presentation. Keep them simple but attracting enough to be remembered by your market.
How to create your own logo
Now that you already have knowledge of the elements in the design of a logo, we will now proceed to how you can make an actual brand logo.
1. Logo Maker
If you have confidence in your skills, or if you are just beginning your business and you want to save money from hiring professionals, you can use applications and sites that offer graphic services like:
- Shopify Hatchful
- Adobe Photoshop
With tools like these, you have access to free logo design templates. You have more control over what you want to do. You also do not have to worry about copyright infringement.
2. Graphic Designer
If you are, however, willing to hire professional graphic designers, then do so. This will give you more chances on actually landing on the perfect logo.
Furthermore, graphic designers have the right designing tools such as CorelDraw, Adobe Illustrator, or Adobe Photoshop.
With graphic designers, you do not have to do the hard work yourself. The best place I recommend is to get freelancers. There are thousands of logo designers that offer their services.
If you work with a freelancer, do not hire those who charge $5 or $10 for a logo. These people are not really creators—they only use online logo makers, so you are better offering the logo yourself.
Should you hire a freelancer, you have to hire PROFESSIONALS like the ones below.
Also, make sure that you own the copyright if you ask a logo designer to do the logo for you.
You can also find freelancers on social media or through personal connections. Just make sure that you are clear in giving instructions on how you expect the logo to look like.
Summary: How to create logo
Making a logo is a tough job. It is not just about drawing—it is a simple form that embodies your company’s values, attitude, vision, and character.
You would need to spend a lot of time thinking, designing, and deciding. If you make a logo avoid “met too” logos—do your research and take your time. A logo lasts forever—you cannot change your logo just because you want to.
Get a logo that blows you away, and then stick with it.
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