1. Think outside the box

Part of your company’s success depends on how you present it visually. A memorable logo and tagline will bring customers back - and what makes a logo memorable? Something unexpected or unique, or an emotional connection. Don’t be afraid to make a logo that’s not like your competitors’ - set your brand apart. It doesn’t have to be too literal.

2. Choose the right typography

Times New Roman vs. Courier New. Fonts convey a tone, style, seriousness (or lack thereof). Think about your brand - what kind of personality do you want to come across? Try out a few fonts (at least 10-20) and see which works best. Play around with size, spacing outlines, and even creating a custom font if you can’t find the right one.

Another tip: don’t combine more than two different fonts. It creates too much noise and looks unprofessional (sorry Comic Sans).  

3. Color is crucial

Color is a very important part of sales and marketing, because we react to different colors in different ways  - they give us information about attention, sophistication, competence, danger, sincerity and more. Think about the associations we have with each color and what would be appropriate for your business. For example, a yoga school might not want to use red, while a party planner might not want to use black. Try something that’s non-typical, but attractive, and that matches with your brand. If you don’t know which colors are complementary, check out a color wheel. The colors you choose for the logo will also be the colors used on your website, stationary, merchandise, etc. It’s also important to consider what your logo will look like in grayscale before settling on a final color scheme.

4. Cool it with the effects

We know, it’s easy to get carried away with Photoshop. There are just so many fun elements to add, from shapes and icons, frames, symbols, funky fonts and more. But let less is more be your mantra when it comes to logo design. Ask yourself what each element adds to your logo, and whether it’s sending the desired message. Too many effects create clutter and can be confusing to potential clients.

5. Look at your logo from all angles

It’s important to remember that your logo isn’t just an image on a screen - it’ll also appear on your digital and printed marketing materials. How does it look on a t-shirt? On social media and mobile apps? Letterhead? With backgrounds of different colors? How does it hold up in all of the different contexts you plan to use it in? Make sure your logo is versatile and multi-functional before purchasing.

6. Avoid clichés

As we mentioned earlier, it’s important for your logo to represent the uniqueness of your brand. The more original it is, the more likely that potential clients will find it memorable.  So steer clear of overused clichés like airplane icons for travel companies, light bulbs for ideas or inspiration, bamboo for a spa, or anything in this vein.

When brainstorming, it’s usually a good idea to throw out the first things that come into your mind. These are the most obvious associations, and it’s likely that many competitors have already thought of them. Also keep in mind that if you use designs that are currently trending, you run the risk of having an out-of-date logo in very little time.

7. You don’t need to use the whole rainbow

We know that color is important, but just as important? Don’t overdo it. Most successful brands’ logos have one or two colors (in fact, 95% of the top 100 brands worldwide follow this rule). A two-color logo should also look good in a single color, and in grayscale. And with its colors inverted, it should still work. If it doesn’t pass these tests, you may want to go back to the drawing board.

8. Logos are more than just a cool icon or font

Logos pack a punch. As a company’s main image, they are an important part of your brand’s identity construction. It needs to be easily recognizable, memorable and shouldn’t be confused with other companies’ logos. Ensure that your logo is smart, direct and simple.

9. Be original

Design trends come and go like the wind. Make sure that your logo has lasting power, and that it stands out from the rest. It’s not a bad idea to check competitors logos - don’t copy them! - to make sure you’re not designing something in the same vein. You wouldn’t want clients to confuse your logo with a competitor’s!

10. Keep it simple

You want your logo to be as easily-recognizable and as memorable as possible. What’s the key? No bells and whistles. No clutter, no chaos. A clean, modern design conveys trustworthiness and professionalism, and it sticks in clients’ heads. Logo customizing services give you many options in terms of images, fonts, shapes and colors to add, but resist. Ask yourself whether each of the elements is necessary, and what it adds to the totality of the logo. Be rigorous and critical, as this is an important factor in your marketing effectiveness. Make sure the logo is easy to read and retains high definition in all sizes.