The right logo can boost sales, increase company visibility and make you memorable. But how do you find it? At boxChilli we work with small, medium and large businesses improving their branding and sales through creative marketing, excellent graphic design and cutting edge web development. As a result, we know a good logo when we see one – and if you need a new one, our Portsmouth-based team can help you out. Here are our 6 top tips.
1. Keep it simple
Your logo is the face of your business and it’s tempting to go for something clever and witty that captures every element of your business and makes a reference to your roots. However, complex logos don’t translate well onto certain formats which is why global brands with more complex branding typically have a stripped down version too – think of McDonald’s golden ‘M’, Apple’s apple shape and the Nike swoosh. These can easily be changed into any format, from a carefully drawn graphic to stitched on a cap.
2. Think about visibility
Customers will often use your logo as a landmark when browsing online or reaching for a product. That’s why so many companies not only have a distinctive logo but a particular colour (Cadbury’s purple and Apple’s white packaging are just two examples). When creating your logo, you want to create immediate recognition (that’s a Wispa not a KitKat) but also let your customers move on from looking at your logo to doing what they’ve got to do (checking the price, product description or just unwrapping it and eating it on the bus…)
3. Think about online and offline branding
Whether online or offline marketing is more important will depend on your industry and target market, but it’s likely that you’ll need both at some point. Creating a logo that moves seamlessly from offline to online and back often takes professional graphic design skills, but keeping the concept clear and the brief simple will make the shift easier. Print branding typically requires high resolution images with clear, crisp detail and the logo itself will be bigger. Online, the logo is simple a marker – a small image that users glance at to get their bearings then move on from. Other formats, such as t-shirt embroidery or van decals may be even more demanding.
4. Make it work in black and white
Not every opportunity comes in colour, so make sure your graphic designer creates something that works in black and white. As an example, custom t-shirts are affordable and a great way to highlight your brand at an event or create a staff uniform. However, the medium is limited and if you need six colours plus black, you may be struggling to get a great look. If you want your logo on your products, this is even more important – you can probably afford a few extra colours on a handful of t-shirts for staff in your Portsmouth store, but you increasing the print cost of every product by a penny will cost you dear.
5. Don’t get too attached to your logo
Remember your logo needs to be a functional part of your business, so if you’ve hired a graphic designer to make your logo, editorial designer to lay out your catalogue or web designer to improve your website, listen to them. If they’re worth paying, they’ll understand how customers use what they’re making and can offer valuable advice. It can be tempting to put your logo front, centre and bold but this may not be the best use of it. As an example, logos are typically over the shop window, so shoppers on a Portsmouth street see the products and then glance up to find out where they are, not the other way around.
6. Make sure you own it and can change it
At boxChilli, we’ve worked with several businesses who have wanted to make changes to their logo only to find out that their designer won’t release – or has lost – the original files so that if they want to make a tweak, they’ll have to recreate it from scratch. While we don’t recommend making changes on a whim, you’ll want your logo in a different colour or size at some point so you need to have ownership of your data.