To create a perfect logo, it has to be evocative, memorable, and timeless. Indeed, your logo represents your DNA, it is the first step to create a brand and the cornerstone of your visual identity. How does this translate into practice? What fundamental rules should be observed and what mistakes should be avoided? Webchefz, an expert in logo creation for more than 10 years, provides you with the complete checklist to succeed in your logo!
CREATE A LOGO: THE 10 COMMANDMENTS
Get inspiration from the codes of your sector of activity (without copying!
- Get inspiration from the codes of your sector of activity (without copying!)
- Choose your colors carefully
- Make the right choice of typography to create a logo
- Anticipate the variations of your logo
- Play on a differentiating factor
- Build on simplicity to create a logo
- Test your logo
- Check that your logo also works internationally
- Legally protect your creation
- Create your brand style
1. GET INSPIRED BY THE CODES OF YOUR SECTOR OF ACTIVITY (WITHOUT COPYING!)
Each sector of activity has codes and this observation also applies to logos. Colors, shapes, and typographies are often similar in luxury for example, where brands favor sober typography, black color, and minimalist logos, which is not the case with logos in the field of health, which are more symbolic.
Other implicit rules intervene in the insurance or banking field: blue, the color of trust par excellence, is favored by almost all brands. Be careful, however, not to strictly follow this rule or you risk completely merging into the mass of existing logos. The ideal? Respect certain graphic codes of your sector while bringing a touch of novelty.
2. CHOOSE YOUR COLORS CAREFULLY
<“p align=justify”>The choice of logo colors is extremely strategic. Indeed each color has a meaning, a gray logo for example will more easily evoke sobriety and elegance than a bright orange logo! We have also summarized the meanings of colors in computer graphics so that you have all the cards in hand when defining the chromatic range of your logo.
You can bet on a solid logo, which has the advantage of being more easily identifiable and of not blurring the messages, it is also the choice of 59% of the logos created between 2018 and 2019 according to our study performed by marketing professionals. Duotone is also very popular. In general, it is better not to use more than 3 colors at the risk of appearing fanciful. The trend of the gradient, that is to say, color gradients is a great way to mix several colors while avoiding the rainbow effect!
3. MAKE THE RIGHT CHOICE OF TYPOGRAPHY TO CREATE A LOGO
The font of your logo is not a trivial choice, it also contributes to your brand image. Sans serif typography, serifs, or handwritten, each evokes different values, you choose the most suitable for your brand. Current trends in typography can also provide arguments for one or the other. Finally, do not mix more than 2 typographies for the sake of clarity.
4. ANTICIPATE VARIATIONS OF YOUR LOGO
Your logo will never exist in a single form, on the contrary, it must adapt to all backgrounds, forms, and uses, which you must anticipate. At a minimum, we advise you to plan:
- a monochrome version suitable for a dark background
- a version for clear funds.
- If your logo is composed of a graphic element and your brand name, also plan a horizontal and vertical version of your logo, to adapt to all media
Finally, if you have a monogram or a picto, it may be interesting to include in your graphic charter the use of this single element. Keep in mind that your logo can be used on all media and all sizes, from the pictogram of a mobile application to a poster in 4x3m!
5. PLAY ON A DIFFERENTIATING FACTOR
Our advice at Webchefz is to create differentiating logos is to bet on a very specific element. Personalize your logo with a little extra trick to make all the difference. For example, you can bet on one of the new 2020 logo trends!
Playing on the Made in India wave by adding a little Indian touch to your logo, betting on the negative space, or even a minimalist mixer and an extremely worked detail are 3 artistic directions to remember. A tailor-made policy can also be a good way to distinguish yourself while avoiding overdoing it.
6. FOCUS ON SIMPLICITY TO CREATE A LOGO
Certainly, bringing a twist to your logo is necessary so that it is not without interest. However, take care not to overdo it, it has been said to create a logo with a differentiating factor, not all at the same time;) Remember that the 1st strength of your logo is to be easily recognizable and memorable. Getting inspired by one of the new trends is good, but do not follow all the fashions, your logo must be timeless and designed to last over time.
7. TEST YOUR LOGO
From the creation of your logo, it is important to take into account the opinions of your employees, to feed your thinking, and above all not to go headlong. Feel free to make adjustments, try new leads, and submit them to your community.
The story of the Gap logo in 2010, a real textbook case since it is still in everyone’s mind! If you didn’t follow: the brand had backed up only 7 days after launching its new logo with great fanfare, following very negative reactions from consumers.
This may be one of the reasons why brands today are more cautious and discreetly test their new logo like Go Sport, which first put it on its loyalty program.
Your logo is the 1st step in your brand creation, but it is not the only one. To be able to use your logo correctly it is necessary to develop a brand style, that is to say, the graphic codes that accompany it and allow it to be used on business cards, social networks, etc.
8. CHECK THAT YOUR LOGO WORKS INTERNATIONALLY
Even if you start to create your brand, it is not forbidden to think big, on the contrary! Whether or not you plan to export internationally, it is always advisable to check that your name and logo work well abroad.
Of course, first, check the countries in which your targets reside. For example, green, if it is very well perceived in France, is conversely assimilated to jealousy in the United States and infidelity in China, which would have been very badly perceived for a dating application like Tinder or Meetic for example!
9. LEGALLY PROTECT YOUR CREATION
Legally protecting your creation is an essential step, which we have already detailed. In short, first, remember to check that neither your logo nor the name of your company already exists by going to the site of the INPI (National Institute of Industrial Property). If everything is ok, then you can drop them on the same site, which guarantees you are the only one who can use your logo.
10. CREATE YOUR BRAND STYLE
By choosing the fonts, the pictograms, the icons of your graphic charter, you begin the creation of your visual identity, which is essential to building you a solid brand image! You understood, your logo must tell a story and it is the most strategic communication medium for your brand, product, or event. Choose a professional logo, made by a graphic designer rather than a free logo creation tool or a logo generator.
IN PRACTICE, HOW DO YOU CREATE THE IDEAL LOGO FOR YOUR COMPANY, BRAND, PRODUCT OR EVENT?
You now have all the keys to successfully create your logo, it only remains to be accompanied by a professional graphic designer.
At Webchefz, we work with the best graphic designers, experts in logo creation. It’s very simple, our project managers connect you with specialized professionals for your request and your sector of activity and support you throughout your creation process. So, are you ready to create a logo online?