Branding 101: Crafting a Logo that Stands Out
Start with your brand architecture.
When creating a logo for your company, you should start with a detailed brand architecture. Who is the brand serving? How is the product or service unique in its market? What benefit does the customer derive from the product or service? What feeling are you hoping to evoke in your customers?
The importance of evoking the right feelings with your logo design.
This may seem a bit squishy to people accustom to dealing with hard facts and data, so let’s explore it in more detail. In evaluating a logo design, its arguably one of the most important attributes to consider. To illustrate the point, let’s consider two scenarios for a logo. Scenario one is a criminal defense attorney. The customer in this situation has been accused of committing a crime, which they may or may not have done, but is certainly in a very serious, complicated and consequential situation. It’s safe to say this customer is feeling very anxious and scared – and is looking for the lawyer to be very reassuring. What feelings should this logo evoke?
Scenario two is an e-commerce startup that sells organic meal kits to busy families. The customer in this situation is a working professional, probably the mom, who is looking for a quick way to provide a healthy dinner for her family. This customer is motivated by their desire to be nurturing and cares about the wellbeing of their spouse and children. What feelings should this logo evoke?
The two scenarios are obviously polar opposites but they do illustrate a point: both customers are dealing with a stressful situation, but their needs are extremely different. The feelings that each brand wants to evoke is equally different. A logo for one would be inappropriate for the other - to put it mildly.
A successful logo is an expression of the brand positioning.
Using unique brand attributes to amplify logo design.
A great logo acts as a mnemonic device, helping customers remember what the brand stands for and why they like (or don’t) it. The point is to be remembered. If a logo looks too much like a competitor's, people have trouble forming specific associations with the identity and their memory gets cloudy.
Understanding how your product or service uniquely satisfies your customers needs will help in the creation of the logo – and as a reference point in evaluating concepts. Using our organic meal kit example, we’d want to know how this service is different from the alternatives. Do the meals cater to a niche dietary preference? Is there a celebrity chef involved? Is each meal guaranteed to win over picky eaters? A logo could be designed to amplify the unique attribute.
Novelty and logo design: creating a lasting impression
This one is a bit subjective but bare with me here. There’s some psychology to support this idea. Our brains do a good job of remembering novel experiences. When my daughter was little, we took her out for sushi. This was her first time in a Japanese restaurant and, before we realized what was happening, she ate a bit of wasabi that she thought was a piece of avocado. 10 years later, she still talks about that “burning avocado.”
Ideally, a logo should be equally memorable - although, for positive reasons and not because a customer got “burned.” When your evaluating a logo design, take a look at your competitors and identify visual trends. How many times have we seen a green leaf associated with natural food brands? A successful logo design will stand out from the crowd.
How color can impact brand perception.
This question comes up a lot in our creative review process, which is understandable. Picking a color can feel highly subjective and sometimes “I like it” is a completely valid reason. There are, however, some guide posts you can reference to help you make a more informed decision. Here are some common themes associated with colors:
Red: It's often associated with high energy, passion, urgency, and excitement. It can evoke feelings of love, anger, and danger.
Orange: This color is often seen as youthful, fun, and energetic. It can evoke feelings of warmth, playfulness, and enthusiasm.
Yellow: It's associated with joy, happiness, optimism, and sunshine. Think warm, sunny days and flowers. It can also be used to communicate caution or warning.
Green: This color is often used to symbolize growth, renewal, health, and nature. It can evoke feelings of relaxation, balance, and harmony.
Light Blue or turquoise: These colors suggest calmness, peace, and compassion. They are often associated with the ocean, the sky, and tropical vacations.
Blue: It's associated with trust, security, and loyalty. Blue is a popular choice for many corporate logos and brands, as it can also evoke feelings of competence, professionalism, and reliability.
Purple: This color is often seen as mysterious, imaginative, and creative. It's also associated with royalty and luxury.
Pink is always a provocative choice. It is often used to communicate femininity, love, compassion, and playfulness. It can also be used to communicate sweetness or innocence.. Interestingly, pink wasn’t always associated with femininity. In the 18th century, it was considered a masculine color because of its vibrancy and brashness – inappropriate for delicate females. Things have certainly changed!
Brown: This color can be interpreted as earthy, natural, warm, and dependable. It's often associated with comfort, stability, and tradition. Brown has been used successfully for indulgent foods like chocolate.
It's important to note that these associations are not absolute; more a rule-of-thumb to help you make an informed decision. Keep in mind that cultural traditions play a big role in how colors are perceived. That said, intentionally breaking from the norm can be a powerful way to stand out.
I just want something that looks cool.
Absolutely! You should be excited about your new logo. Ideally, your going to live with it for a long time. If you start by defining your brand personality, you are much more likely to end up with a logo that is great looking and strategically effective.
Balancing creativity with strategic effectiveness
In conclusion, the design of a logo is an essential aspect of creating a brand image that resonates with your target audience. The color choices you make can impact the emotional response of your customers and influence their purchasing decisions. If you are looking to create a new logo for your business, Ora has the experience and expertise to help you create a logo that embodies your brand and connects with your audience. Contact us today to get started on your logo design project.
