What you do, who you are, how you do it, and why you do it can be explained by one little graphic–your brand logo.
The logo goes on presentation decks, business cards, social media posts, marketing materials, and more. A lot of heavy lifting for one little graphic!
So, how do experts on branding and logo design in Santa Clara do it? Let’s discuss the top 5 strategies they rely on.
The Top 5 Tips Applied by Professional Logo Design Services
1. Exploring Conceptual Icons
An icon in logo design is a simplified visual that captures the brand’s spirit. A common misconception is that the icon should literally be a picture demonstrating what the service or product is. While this might help some, it doesn’t need to be the case for all brands. Abstract or conceptual icons are often explored by custom logo design services to highlight what a brand does.
The icon is like a symbol and not a picture. It needs to be highly recognizable and visual, capable of sparking emotion. It also needs to be simple enough for clients to recall it even after one glance.
2. Starting in Black and White
Sometimes, color can be a distraction, so leaving it until later on in the process allows designers to focus on the logo design. Color is generally much easier to alter at any stage of the process.
If the idea is poor, it’s impossible to rescue it with an appealing palette. However, a good idea is good regardless of color. When picturing any famous logo, in many cases, people will think of the form first and then the color. It’s the shapes, lines, and the idea itself that’s more essential, whether it’s 3 parallel stripes or a bitten apple.
3. Putting Empty Space to Good Use
“Before you leave the house, look in the mirror and take one thing off.”
These words by legendary designer Coco Chanel apply to branding and logo design in Santa Clara, San Francisco, and the Bay Area.
A logo should be readable from a distance or when it’s small. Keeping it clean accomplishes this. Utilizing the space is helpful when it comes to poster and brochure design, t-shirt printing, and other marketing materials. Additionally, minimalist logos are easier to incorporate into smaller formats such as labels, business cards, and personalized embroidery among others.
4. Choosing a Complementary or Analogous Color Scheme
While we did mention it’s a distraction during the process, it doesn’t mean color isn’t important. The color palette can often be the tipping point for a logo. Most creative design agencies in Santa Clara, like Copa Design, will usually go for an analogous or complementary color scheme for logos.
- Analogous Color Palette
This palette includes two colors that are placed next to, or close to each other, on the color wheel. For instance, this could be purple and pink, or green and yellow. When these colors are paired, it’s harmonious, making the logo pleasing to the eyes. Analogous color pairings are ideal for brands that want their logos to feel grounded and relaxing.
- Complementary Color Palette
A complementary color palette is the opposite of the analogous scheme. In this palette, two colors opposite to each other on the color wheel are used. This creates high contrast for a visually-arresting impact. Logos in this palette are always nearly impossible for people to ignore.
- Selecting Readable Typography
A full-service creative agency creates an aesthetically pleasing logo, but the viewer cannot read the text. This doesn’t help in leaving lasting impressions!
Using readable fonts is important in ensuring your logo comes across as polished and professional. Also, it makes sure you can effectively convey your message. If the viewer has to work hard to understand your logo, they are going to lose interest swiftly. Some great fonts for logos include the classic Monsterrat, the feminine Playfair Design, and the geometric League Spartan. If brush script or a handwritten font is selected, designers will ensure your text is still readable even in small sizes.
Your logo is like a firm handshake–it’s the first thing people notice about your brand! It should give a glimpse into your brand’s personality and values, and resonate with your target audience. This is how logo designers make sure your brand leaves a lasting impression that truly represents you.
