When it comes to logo design, there’s only one hard and fast rule: it’s got to represent the brand’s identity. Other than that, anything is fair game. After all, any number of design choices could achieve the results you’re looking for, right?
Well, not quite. When it comes to logo design, there are definitely ways to make sure your logo has a chance at success—and ways to ruin your design without realizing it. To help you learn the rules of the trade, we’re dishing on our best-kept secrets for creating the perfect logo.
Secret #1: Logos aren’t one-size fits all.
You’ve heard of one-size-fits-all clothing—supposedly, people with anybody type can look great wearing the same super stretchy item. But in reality, people need clothes professionally fitted to their body types to look their best.The TV show Shark Tank even invested in an app that’s designed to help people get custom tailored clothes because having the right fit is that important.
Where clothes need to fit different body types, logos have to fit different marketing mediums. Even a logo that only appears online still needs a large homepage version, a small nav bar version, and a teeny tiny browsing tab version. Your logo has to be scalable so it can work in all of these different areas.
Secret #2: Most people don’t care about your logo—and that’s okay.
It’s easy to fall into the trap of wanting your logo to appeal to every single person who sees it. You want to make their jaws fall to the floor because your logo is justthat good. But the reality is that there are people who will look at your logo and not care one bit—because they don’t need your services.
There are plenty of people who already have a great website design, aren’t ready to commit to creating a new design, or just aren’t the type of client you want to work with. Those people don’t need you, so don’t worry about making your logo to please them. Focus on creating a logo that will attract people who actually need your specific web design and development expertise.
Secret #3: You’re not the Lone Ranger.
Designing a logo takes a village. Even the most experienced logo designers often work as part of a creative team where they can collaborate and bounce ideas off each other—so why would you go it alone?
You need help from a professional logo designer—or even better, a whole slew of professional logo designers like the ones at Company Folders. They have decades of experience that they’ll use to help you make a creative website logo design.
When you work with a small firm like this, you have the added advantage of more face time with the designers. Unlike large agencies that just hand you a finished logo, small ones are more willing to take the time to explain why your ideas do and don’t work, helping you step up your own logo design game.
Secret #4: There are no new ideas, only new lawsuits.
If you’ve heard the phrase, “There’s nothing new under the sun,” you know just how true that can be in the creative world. There are very few fresh ideas still available that haven’t been done before, so it’s tempting to make your logo look like an existing design that you find inspirational.
The problem is that making your logo too similar to somebody else’s can actually constitute a trademark infringement and even land you in a logo copyright lawsuit like these, which can drag out for years and cost well over half a million dollars. Your best bet is to avoid industry clichés. Instead, think of how you can add a cool twist to make design trends like fonts, colors, and images truly your own.
Secret #5: Logo design doesn’t have to be subjective.
There’s this idea that logos are art, art is subjective, yadda yadda. Reality check: that’s all a big hairy myth. In fact, the art of creating a good logo is a lot like the art of cooking.
No professional chef knows how to bake an exquisite soufflé on their first day in the kitchen. They start with a recipe. They learn the ingredients, measurements, and chemistry that result in the best product. Once they’ve got a grasp on that, then they can start experimenting with new flavors.
So unless you want your logo to look like it was cooked up by a mad scientist, you’ve got to learn the proper recipe for a logo to make sure you don’t concoct something totally crazy. Here are some great ingredients to use in your new logo design: