University of Loyola, Maryland, published research that showed color can increase brand recognition by 80 percent. The underlying reason being there is a strong correlation between emotional responses and color, implying that the selected color will determine how your brand is viewed.
Choose an Ownable Font Type
Your logo has to endure design fads (at least for 5-10 years), and your font has to do the same. That’s why it is essential to choose an ownable font – something that your brand’s logo can retain proudly over the years. The font should make it easy for the audience to read the text and communicate your brand’s personality.
Strength of Negative Space
Negative space is the area in logo design that is not occupied by forms or objects. Brands don’t pay much attention to this area while making logos, or just fill it with casual scribbles. That is a mistake because smart use of negative space makes a logo much more special by giving it deeper meaning.
Aim for Simplicity
A simple logo design is the clearest way to present your brand to your target audience. Simplicity helps people to not only actively remember your logo, but also memorize the value behind your brand. Also, simple logos are easy to tweak if required while maintaining the brand’s personality.
Tell a Story
Almost every other brand has a story behind its logo. If it was a mere pattern of fonts or colors, the audiences won’t be able to understand the message a brand is trying to convey. The goal of most brands with logo design is to incorporate a story that helps people instantly recognize and memorize the brand.
Keep Clutter at Bay
Another key to a great logo design is the removal of clutter. It’s quite easy for clutter to sneak into your design and it takes many different forms. The availability of several design elements (fonts, colors, etc.) makes it easy to incorporate unnecessary details. But do these additions make sense? Is that extra font really needed?
While conducting research, expect to answer the following questions:
1. What does your company do, or do well?
2. What doesn’t your company do?
3. What differentiates your company from its competitors?
Develop logo design templates based on the answers to these questions.