When I was in Art School working on my degree, logos were a big topic of discussion. One of my professors actually designed the logo for the ATM machine. I had never thought about the fact that there was someone’s hard work behind a simple logo for a bank machine. But it was pretty cool to study under a ‘legend’ in the ad world.
The video above shows the evolution of some pretty recognizable logos. It is neat to see how these companies have evolved their logo. The short lesson: just get a logo that looks good, you can always change it later.
With all the talk about branding, there is so much pressure to get everything just right. Let me tell you the truth about logos. Just like any part of business the quicker you get to profit the better. If you want a good logo, have a good story and run with it.
OK, so let’s cover some things to help you get your logo out into the world quickly, but with style and power that will drive your brand this first step in your business journey.
LOGOS HAVE A STORY
If you have a story to go with your logo, it adds power to the image. When people interact with your logo, they will relate to your story. That is the power of a logo. It is not about following the new trendy ideas. It is not about copying famous logos. It is about communicating your story and your business.
When people get the inside story, they love to share it. If you look at the FedEx and see the arrow in the words, you immediately want to share what you found. It is fun to catch on to a story and it makes the company recognizable. (For fun: compare FedEx to UPS.)
LOGOS ARE SIMPLE
A logo should be recognizable the size of a small postage stamp or social media icon. The simpler it is, the better it can be recognized. Put elements of your product or industry and you may or may not include the words of your company. A good logo should stand with or without words.
Exceptions to the rule: Now there are companies that create very intricate logos, but there is reasoning behind it. Starbucks gets away with it because you have to hold the cup while you drink. It gives you something interesting to look at. As you can see from their evolution, they have created a much simpler logo.
LOGOS COMMUNICATE
Your logo should tell what you do. It should tell why you do it. It should represent you like a little ambassador going out from your company.
Some companies are hard to do for this. I have seen people put a square and then their words in front of it. It may look interesting, depending on the colors, but it will not communicate what you do.
When you want to communicate your story, consider the color(s) you use.
Let’s talk about colors quickly. (Disclaimer: Colors depend on the tone, its relation to other objects in the logo and the culture you and your business is in. I could write a book on this subject, so I will keep it simple and just point out the more recognizable concepts of basic colors.)
Psychology of colors
Red
Red communicates passion and power. It gives a sense of urgency. I wouldn’t use this color in an accounting firm where red has negative connotations, but it is a great color that catches attention. This color is used on danger signs and things that want to get noticed.
Orange
Orange is a happy aggressive color. It represents positivity and encourages movement. I would use this color when you want to get attention, but you don’t want to ‘shout.’ It is a great color for restaurants because it is a warm inviting color. (Look at how many yougurt shops use orange.)
Yellow
Yellow is another happy color. It represents lively energy. It stimulates action, but it must be paired with another color in a logo. Many surfaces are white and yellow can fade out on white surfaces. Of course, you can do a gold type yellow which denotes elegance and stability. Then, you can do a lot more with yellow.
Green
Green represents growth and freshness. If you design something in green, it almost always relates to leaves in peoples brains. Green is a great color for money institutions or environmental causes. It is calming and natural so it gives a feeling of a balanced business.
Blue
Blue is one of the rare colors with lots of versions: royal blue, dark blue, sky blue. Generally, blue represents calmness. It is a conservative and loyal color. People relax when they see a blue logo. It does help build trust in the psyche, but be careful about how it is used because it could have the reverse effect. The wrong blue in the right company will cause distrust. For instance, Pepsi has made their blue darker over the years. Lighter colored blue did not communicate the strength that they wanted.
Violet
Violet has a lot of cultural connotations. That means that depending on the culture violet, or purple, could have differing effects. Generally speaking, violet is a royal color representing strength. It gives a creative and artistic feel on the lighter side of its colors. The reason this color is hard to pin down (and rarely used on logos) is because it is between red and blue on the color spectrum. Those colors are opposite ends of the way we think about colors.
So, that is all you need to know about colors and logos : Tell a Story, Keep it simple, and Communicate your Vision. If you do that, you will have a strong logo. Besides, you can change it later when you are making millions because you took action instead of waiting for the right logo.
If you need help with a logo or would like a quick evaluation of your logo, hit us up on our contact page.
