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Steve Isenberg

Logos – Part II

Posted on: October 17, 2018

By: Steve Isenberg

Logos should be striking and captivating, memorable and impressive. Everyone knows that already, right? It’s the “how to” make it happen part that can stump us.

Five strategies that will help you zero in on a logo that lives up to all of that and more.

  1. Simplicity Wins.

Really? Yes! Even though the adjectives in the first line might have you second-guessing that advice, believe it.

Think simple lines, bold shapes, readable script.

Highly visual, yes. Elaborate, no.

Uncluttered, straightforward, and SIMPLE.

And when it comes to words, less is more. After all, it’s a logo, not an essay.

  1. Skip Trends and Fads.

Being tied to the latest “big thing” when it slips to the status of yesterday’s news would be devastating for any business. So, rather than trendy, think timeless and classic. Instead of hopping on the latest big wave that’s sure to crash sooner or later, go for recognizable and solid.

  1. Match the Tone to Your Brand’s Personality.

Consider the one word that best describes the personality of your brand. Traditional? Eccentric? Laid-back? Formal? Techy? Caring? Quirky? The logo should complement and “go with” the general tone of the business.

Font choices play a huge role in setting the right tone. For instance, slender line weights create a light, friendly, even youthful feel while curvy and decorative lettering sets a tone more fitting to an elegant or whimsical effect. Stick with serif fonts for a traditional or time-honored tenor. Consider how each component of a font—the size, line weight, and boldness—play a part in eliciting a specific feel.

And while you definitely want an eye-catching typeface, make readability the top priority.

  1. Color Matters

Color choice will influence a logo’s tone as well as the emotional impact it creates, so pay attention to the psychology of using colors.

Red – promotes a call to action

Orange – communicates affordability

Yellow – expresses clarity

Green – signifies nature

Blue – the most widely used color in business implies honesty

Purple – suggests wealth

Colors are great, but again, too much of a good thing lessens its effectiveness. That’s why using four or more colors is not advised. Combining colors is more of an art form than a lot of folks realize, so why not consult a designer to help you get it just right.

One last piece of advice. Although it sometimes works, an image of the company’s actual product or service typically doesn’t cut it as a logo. Attach a more conceptual or abstract visual to your brand instead.

It’s your corporate identity that differentiates your business from your competitors. The question is, are you standing out from the competition? Let ASJ Partners help your brand to be unique, recognizable, and memorable. Contact us today.  





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