Top ten tips for creating an impactful logo

BY Australian Retailers Association
26 September 2018

As world famous Tennis star Andre Agassi said “Image is EVERYTHING,” and it’s especially true when it comes to a business logo. As the cornerstone of any brand, a logo can effectively express a brand’s essence that’s more easily digested than a written explanation of your products or services.

Branding expert Stella Gianotto established over 3,000 logos in her career and has learnt a few things about how to create an impactful logo that will help make a brand stand out. Here are her top 10 tips to consider when designing yours.

1. Avoid designing a logo that is too similar to another brand’s.

Once a brand has become established it starts to become recognised by the general public. If you choose (or copy) a logo design that’s too similar to another brand, your market presence may be forgotten or overlooked - as your logo is mistaken for someone else’s and, worse still, they win the business!

2. Select an appropriate and legible font

A font is just as important as the design of a logo. The font should incorporate the same feel as the business. Whether it is modern, edgy, timeless, or a sophisticated italic, it must match the overall appearance and personality of the brand or company.

3. Don’t forget about the business’s target audience

A logo design should be developed to appeal to your target audience. Your logo is used as a visual tool to aesthetically draw the attention of your target audience and communicate your brand’s message. Unless your mum or the kid studying design next door is your target market, don’t rely too heavily on their opinion.

4. Don’t use cliché trends

Dots, swooshes, straight lines, 3D shapes; these clichés have been so overused in a logo design that they are instantly disregarded. Don’t try to ‘spruce up’ a logo with these ineffective additions either, as it will cheapen your brand.

5. Don’t rely solely on colour

ARA_creating-an-impactful-logoHaving a logo that doesn’t reproduce in black and white is a hugely common problem – even the Commonwealth Bank’s logo*, when not in colour, transpires to a black square! So make sure you check that your logos important features work well in colour and black and white.

6. Choosing a logo that will quickly become dated

Be cautious of logos that look out of date or follow a trend that’s happening right now. A good logo design grows with the business and can withstand time as long as the business does. Don’t choose a logo that is representative of a certain decade, era or trend, or you’ll risk making your products and services seem outdated, along with your logo.

7. Avoid vanilla

Simplicity is important, but too much is boring and sterile. A “vanilla” logo design isn’t memorable and won’t speak to your target audience. Your logo must incorporate just the right amount of personality to avoid being boring and overlooked.

8. But simplicity is best

Too many styles, elements or ideas joined in the one logo design could lead to a misinterpretation of your business. A logo is designed for quick recognition and brand loyalty – too much going on will defeat this.

9. Pay attention to space

A busy logo design with everything in it doesn’t appeal to customers. A poor logo design is difficult to decipher, especially when letters are included. The logo must be clear and crisp to resonate with your target audience at first glance. Stick with an odd number of graphic elements, one, three or five elements work well.
10. Always remember the purpose of a logo

It’s not a picture stolen from the internet; it’s not clip art, or a written explanation of your brand. A logo design should be an impactful and a succinct design that can be used to represent your business for many years to come.

Stella is passionate about making branding accessible and understandable for her clients and for industry audiences. Stella teaches her clients how to navigate the muddy waters of branding through real world examples of branding in our everyday lives, by sharing her roads to success and the lessons she’s learned along the way. For more information go to https://brandforbrands.com/stella-gianotto/

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ABOUT THE AUTHOR

Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.

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