A logo can be one of the most valuable assets that a company has. The best logos are instantly recognisable as a sign of true quality and integrity. Once you’ve seen a great logo for the first time, it can remain imprinted on your mind indefinitely. The best logos embody the values of a brand perfectly. It can take a while to design an effective logo and a great deal of time, effort and money can go into bringing an idea for a logo to life. If you’re not experienced in graphic design it does pay to outsource the task to a professional. As logos don’t often change – and are sometimes only adapted or updated subtly – they need to be able to stand the test of time, allowing you to promote your business or service year after year, long after your first trademark application has been completed.
Does Your Logo Translate Well?
As logos are often printed in small spaces, they tend to feature simple design that translates as well to small items like stationary as they do to posters and newspaper advertisements. Even colour schemes tend to have a great deal of thought out into them. The colours are likely to be reflected throughout all your promotional material. Graphic designers can earn a significant amount of money from the logos that they have created.
A Logo to Reflect Your Brand Perfectly
Designing a logo starts off with a great deal of preliminary work. The person or company in charge of designing it will talk to you in depth, for a significant amount of time to understand your ethos, values and identity. There’s always a chance that a large number of ideas will be drawn up before something is settled upon. Initial brainstorming may involve simple pen-and-paper sketches before further developments are offered. In fact, it’s not uncommon for around 30 different ideas to be toyed with before one is chosen for development. The preliminary stages can last longer than any other part of the process.
Size is an essential consideration. A logo is useless if it is not as effective on a letterhead as it is on a billboard for instance. It’s vital that the logo translates to all format sizes. It can be much harder to make a logo look convincing in a smaller format, but a reputable graphic designer will work tirelessly to make this happen. The logo will be printed on an array of different materials to see if it remains effective in all formats. In terms of colours, a simple two-of-three colours scheme is usually avoided.
Pick the Right Colour Scheme
Colours are typically warm, but not overly bright when it comes to logos. As there’s always a chance the logo will be printed in a black-and-white format, it needs to translate well to this setting too. Colour theory is very important, as the wrong colours can evoke the wrong feelings. Red can be associated with panic, but it can also raise feelings of passion and dedication, whilst pastel colours can bring to mind relaxation and approachability. The colours you choose need to be a perfectly appropriate match for your brand.
What Does Your Font Say?
Fonts also bring with them certain associations. For instance, Times New Roman is widely associated with formality, comic sans is widely linked to fun and joviality. It can be wise to look for lesser-used fonts to help you to stand out rather than picking well-worn options that may not inspire customers. It’s also worth playing around with bold and italic fonts until you identify something that evokes the spirit of your brand brilliantly. It’s rare that more than two fonts are ever placed together in a logo as this can bring an unwanted sense of incoherence. Custom fonts that have not been used by anyone before are always a useful option as they bring a real sense of distinction to proceedings.
Strike the Right Balance
It’s a good idea to place emphasis on every aspect of logo design. Even if you have got the colours right, the font may let the side down. Additionally, no matter how inspiring your design may seem, if it isn’t original enough, it may not provide the impact that you’re seeking. The colours, fonts and sizes all need to work together to bring a true sense of balance and harmony. You also need to remember that some logos are seen from angles, especially when they appear in the external world. Ensure that the logo looks great no matter where you’re glancing at it from. Never be afraid to ask for an array of second opinions in order to get a consensus. Always choose to be original rather than trying to emulate someone else’s idea – not only is this likely to be ineffectual, you may find yourself receiving a letter from the other company’s legal representation so ensure you have contact details for well experienced IP solicitors or IP lawyers.
Protecting Your Logo
Once you have designed the perfect logo, you or the person you have designed it for will need to prevent others from using it. Technology solicitors can help you to protect the logo and any other intellectual property from improper third-party use. Register your logo or trademark at the earliest opportunity in order to protect it. Originality is also important in terms of legal protection as you are unlikely to be able to register anything that strongly resembles someone else’s work. Once you have built up a relationship with a law professional, you can expect the ‘register trademark’ process to run smoothly. They’ll be able to tell you whether you’re logo is original enough and act on your behalf in the event of a trademark infringement. You cannot make a claim about the quality of your products in a trademark or logo and should never claim that a trademark is registered until the idea has been given full legal approval. In any case, where intellectual property is concerned, you should always ensure that you have a reputable legal professional to turn to.