Instructions

The main tasks of a logo are to attract, retain and prolong attention. It is desirable that the logo reflects the direction of your company (or Internet project). For example, a green leaf for a cosmetic company symbolizes the environmental friendliness and naturalness of the product. In addition, the logo should express the personality of the company or Internet project. There are many unique ones, designed by professionals, for example Apple, Nike, Adidas and others. The logo designs of these well-known companies are easy to remember, recognizable and looks great in monochrome versions, which can be important when printing. The global success of these companies speaks for itself. Any kid knows the Coca-Cola logo.

One of the first steps in logo design is choosing a font. A good font is the key to success. It should be borne in mind that consumers are used to seeing quality logo texts in the media. Do not allow your website or your company letterhead to appear cheap. Most of the fonts available on the Internet have already been used by someone. To get a quality font that will only belong to you, it makes sense to order the development of a font from a specialist.

When developing a logo, it is advisable to use colors that are associated with the theme of the site or with the activities of your company. For example, yellow is associated with a travel agency that sells packages to Turkey, and blue is associated with an airline. However, do not adhere too strictly to this rule, in fact, all this is conditional. In some cases, the crazy color combination looks great and yet natural. When designing a logo, you should rely on the relationship of colors to each other, not on the colors themselves.

Before choosing a logo shape, you should decide on the purpose of its design. It should be borne in mind that the shape of the logo is thrown first, which means that it largely determines the initial attitude of the consumer towards the logo. It is better to keep the logo small. The most common shapes are simple geometric shapes: square, circle, triangle and oval. It should be noted that the shape of modern logos is often formed on the basis of several geometric shapes. In addition, correct proportions are especially important when building a logo. There are many nuances and subtleties that at first glance seem to be insignificant trifles, while the logo design is based on them.

An effective corporate logo design should create a positive image for the target audience; display your company's philosophy; reflect the specifics of your business; be visually appealing; be performed efficiently and professionally; should be easy to remember, express individuality and be unique.

If the face is the mirror of the soul, then the logo is the reflection of the whole essence of your company. You may not even guess, but sometimes logos say much more about a company than its description.
Any company, any business or startup is faced with such a moment when it is necessary to clearly define the logo. This is a very important, difficult and time-consuming task that can take more than one month. Logical questions arise: how to create a logo, what the logo should be, what color and what is responsible for in various logos. Believe me, many questions will arise, and each of them needs a detailed and well-founded answer.

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Almost any detail of the logo - its color, shape, font, small details - carries hidden information for the client, and on the subconscious mind can influence certain desires, decisions and preferences. It is very important for the development of your company that all the details of the future logo are meaningful, have a certain meaning, meet all the specified criteria and topics.
Therefore, if you are wondering how to create a logo, or have been looking for useful information regarding the color of the logo and its effect on the subconscious of buyers for a very long time, then in this article you will find answers to all your questions.
I would like to answer that the article was written not just on the basis of theoretical facts, but is based on my own experience in creating logos for several large companies, as well as on the experience of good friends who have PR and design studio.

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1. Consider the business ferry

The shape and details of a logo will largely depend on the scope of your company. Not even from the field of activity itself, but from clients, their preferences and vision of this area. If you are engaged in serious business, for example, the supply of industrial equipment, then the logo should be made in strict colors, with clear forms. Looking at such a logo, the client should immediately understand three factors: seriousness, responsibility, solidity. There should be nothing superfluous on such logos.
Conversely, if you are selling clothing for young people, then the logo should be bright, with rounded shapes, various curls and whimsical images. Focus on what's interesting to your target audience.
Of course, there are also "anti-logos" that work successfully although they do not meet any standard. I do not deny that you can follow this path and create something unusual, creative, shocking. But, as a rule, choosing such a logo is a risk. Perhaps clients will understand and appreciate your idea, then there will be a super effect, but, most likely, such a logo will not be successful.

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2. Be clear about what you want

When the question of creating a logo comes up, as a rule, the customer does not know what he wants. The dialogue between the customer and the designers is usually like this: "We don't know what the logo should be, but we should like it and surprise everyone." Unfortunately, 99.99% of designers do not have foresight abilities and do not use the services of psychics in their work. Therefore, if you want to get a good logo, then you need to be clearly aware of what you want, and as accurately as possible lay out your idea to the designer.
How to do it? Before ordering a logo design, you should search the Internet for images of other companies. Collect 10-20 pieces of those that you like the most. Find especially successful details in each, and tell the designer about it. The logos you choose don't have to be from the same industry that your company operates in. The main thing is to decide what you liked the most.
Also, along with "I like", pick up the logos of companies that you think are terrible. Point out what you definitely should not have. If you do this, then the designer will have an initial idea of \u200b\u200bhow the logo should look, which elements to include and which ones should be avoided. However, here it is important not to fall into outright plagiarism. Especially if you are going to register the resulting masterpiece as a trademark. If it looks too much like a logo of famous brands, you may be refused registration.

3. Use no more than 2 colors

There are certain companies and business areas where God himself ordered the use of many colors in the logo. For example, innovative companies that bring something new to the world and want to emphasize this with their logo. As a rule, these are large companies with huge investments and prospects. Among the most famous are Google, Microsoft, Apple. Also, multi-colored logos are used by entertainment companies (remember at least the logo of the NBC TV channel). Well, do not forget about printing companies, on the logos of which it is a sin not to place the entire palette of colors, thereby emphasizing their field of activity.
But there are not so many companies that can afford to use all the colors of the rainbow in one logo. As a rule, there are no more than 5% of them, and the rest 95 should adhere to the strict rule - no more than two colors. This will give the logo austerity, and will allow you to focus on those shades that you consider the most successful in your field.
Using two colors is the best choice not only for aesthetic reasons, but also for practical ones. It often happens that a logo needs to be printed on a black and white printer, and any color logo will look ugly and sloppy. Do not forget that multicolor logos have a number of problems when used in various printing products. They look optimal only on a white background, and if there is any other, the effect is instantly lost.

Logo color plays a very important role

4. Remember that colors have semantics

The top three colors used in company logos are blue (33%), red (29%) and black or gray (28%). Another 13% of companies use yellow. The rest of the colors are in demand by an insignificant share of firms - green, purple, pink account for no more than 5%. The explanation here is quite simple: the leading colors are the most visible and conspicuous. Moreover, each of them carries its own hidden message to the consumer. Red is energetic and aggressive: it is the frequent color of the logos of car brands (Toyota, Jaguar, Audi). He is loved by brands that emphasize modernity, promote an energetic lifestyle (Canon, Coca Cola, MTV, Red Bull, from Russian - MTS). At the same time, red is often perceived as a youth color (the combination of red and yellow is even more youthful): it is not suitable for companies whose business wants to emphasize "moderation and neatness." Here blue is better - it calms and adjusts to the pleasant. This is the best color for technology companies (Intel, IBM, Samsung, Siemens): it casts with metal and glass. Among car companies, he is loved by those who emphasize not energy, but simplicity and reliability (Ford, BMW, Volvo). For the same qualities he is loved by banks (Deutsche Bank, VTB), payment systems (Visa, PayPal, Webmoney) and postal services (remember the blue eagle on the Russian Post logo). Blue adjusts to positive communication, it is not for nothing that it is the leader among the logos of social networks (Facebook, Twitter, Flickr, Vkontakte). Black is minimalistic and accurate: it must be used with great care, as it can easily add a shade of gloom. He emphasizes quality and representativeness (Mazda, Mercedes Benz, Nike). However, in most cases, black is not used as the main color - it is mainly used to highlight the inscriptions (Renault, Lego). Yellow is the ideal color for food companies (McDonalds, Burger King, Subway) and the entertainment industry.

5. Picture or text - which is more important?

41% of companies use only text in their logo. You also have to decide what is more important for you - a beautiful graphic picture, or a well-written text. On the one hand, the text increases brand awareness, the name will always be heard, it will be easy to read. But on the other hand, the lack of a picture minimizes the hidden message to potential customers.
Small companies, in our opinion, should choose the text version of the logo also because very rarely they have a good designer who can successfully draw a picture and correctly arrange the text. Professional designerswho specialize in logo creation charge more than one thousand dollars for their work. Sometimes these costs are unnecessary for small companies.

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The vast majority of small companies choose the text. Although if you look at the companies with a worldwide reputation, then you can find similar logos here. For example, YouTube, Skype, Yandex, Yahoo !, Google - they all followed this path.
“For small companies, the situation is not so dire. You can act like an acquaintance of mine who drew an incomprehensible "dwarf" in Photoshop and wrote the name of the company in a beautiful font from below, ”says the head of the design company. An example is the Nike logo, which was developed by an amateur designer, but became known all over the world. And few people know that the Disney logo is just a beautiful painting by Walt Disney, which was taken as a basis.

6. The use of the company name is highly desirable, but not required

About 10% of companies do not use their name when designing a logo. This is very strange, because the recognition is deteriorating at times, but the fact remains. The most famous brand that uses only picture is Apple from Apple. Back in 1978, a rainbow logo appeared that seemed to shout to the whole world: “We are a new, but rather unusual company. Much can be expected from us, and you will see it. "
The image exclusively of the image on the logo has its roots in the Middle Ages, when opposite the craft shops there was a cheerful tin plate with the displaced goods produced in this shop. But then there was a monopoly on manufacturing, and if the buyer saw a shoe in front of the store, he knew that it was here that he would buy a shoe, and nowhere else. In our time, the competition is huge, and the image of the boot is unlikely to help you tell about yourself in full.
If you still decided to limit yourself to a picture, then follow the Apple path and take a bright, memorable image. Although our advice will be rational: do not take risks, because Apple is a unique company, and it will be very difficult to repeat their success. Choose a logo that combines a picture and an image.

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7. Correct font

If you have chosen a text version of the logo, then the font is an important component. Of course, it is much easier to choose it than the color or the correct picture, but there are some peculiarities here. The typeface is just as easy to tie up to the direction of your business, as are the rectangular shapes and curls we talked about above.
Try not to use standard fonts that everyone already knows. If you write the name in the usual Times New Roman or Arial, then many will consider you a bummer who did not really care about the appearance of the logo.
There are exceptions though. One has only to look at the Vkontakte social network logo. And when Pavel Durov was asked how long it took to create the logo, the answer was immediate: "30 seconds. I just typed the name in a standard font and I liked it."
But again, Vkontakte is the exception rather than the rule, and you shouldn't be equal to them in the field of logo creation. Choose fancy fonts that are little known. Yes, you can do something interesting yourself if you slightly modify the little-recognized types of writing.

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8. You need to choose the original picture

Finding the right and successful picture for your logo is a whole task. Let's say right away that the task will be extremely difficult, and do not despair if you don't find anything sensible the first time. How many knows what the Apple logo looks like? I am sure that everyone has now imagined a bitten apple. Now, remember what the very first logo of this company looked like? Do you know? It was a jumble of all sorts of elements: a landscape, a tree was depicted on the canvas, Isaac Newton was sitting under the tree, biting an apple. To be honest, the logo was very lousy. As a result, it was simplified to a minimum and only the apple was left.
Believe me, in the process of work, the logo of your company will also change and evolve, acquire new features and characteristics. This is a normal and integral development process for any company.

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Those starting to grow their business are often interested in how to create a company logo. Of course, some consider it expedient to entrust this to professionals, for whom the development of a beautiful logo is not difficult. But there are also those new to the business who sincerely do not understand why a logo is needed.

Each point of view has its own basis. In many ways, the need for a logo depends on your business development plans. If you are going to create your own website, place advertisements on the web, then a bright and memorable logo will be very useful to you.

In this article, you will learn:

1. 5 options for how to do it
2. How to create a logo yourself: an overview of services and programs
3. Step-by-step instructionhow to create it correctly
4. Company logo without errors
5. 7 tips for creating a logo that works for you

Why create a company logo

We see the logos of many companies every day.

For example, Americans see an average of 16,000 advertisements, logos and labels every day. If you focus on this, you will realize that you also come across a lot of logos.

How can you explain such a large number of them? What makes various firms spend huge amounts of money to develop a small image?

First of all, what is behind the concept of "logo"? A logo is a symbol or emblem that identifies a product, service or company itself.

The logo, as a rule, reflects the key direction, features of the enterprise and how it differs from the rest.

What is the importance of a logo?

• Thanks to him, the company becomes recognizable.

The logo has a visual nature, and this is its strength. Research has shown that human perception of images is much better than text. Therefore, a good logo will help you communicate to your audience what you do. As a result, you can save time and money for promoting your business.

• Marketing with a logo becomes more effective.

A marketing logo analogy is with a berry on top of a cake. The logo should not be viewed only as a graphic symbol: this is the essence of the company, its image.

To create a brand, companies have to spend a lot of money, and the task of a logo is to translate all the ideas proposed by marketers into the minds of customers. This is why development is so important good logo... It will help you succeed in business, whereas a poor quality logo can even prevent you from showing you as an amateur.

• The logo is part of the company's brand.

The logo is the main visual element of the corporate brand. The corporate identity originates from it.

• The logo allows you to stand out from other companies.

In the absence of a logo, your competitiveness cannot be high, since you will not be recognized in the market. The logo is the face of the company.

• A logo can make your customers more loyal.

If the logo reflects the positive image of your company, then it will evoke pleasant emotions and memories associated with it in customers. Therefore, customers will become more and more loyal to you. Their affection will also become stronger. That is, a logo is an asset that works for you around the clock.

• The logo is required to establish ownership.

A logo is a signature that serves as proof that it is you who manufacture the goods. A product with a logo cannot be a fake or a fake.

How to create a company logo: 5 options

Option 1. Draw yourself

If you are interested in how to create a company logo for free, then this method is for you. It will take you 10-20 hours to create a logo. The process will be completely under your control, while you can implement all your ideas. However, in the absence of good artistic ability and experience with online editors, you will not be able to create a quality logo.

Option 2. Order from a designer

This method will require considerable costs - from $ 50-100 to $ 500-1000. In addition, the creation process will be longer - from 2 days to 1-2 weeks. Plus the time it takes to find a good designer.

Of course, almost all designers have specialized education, so there is no need to doubt the good quality of the work. However, although the developer will have a clearly formulated technical specification, you will not have the ability to constantly monitor the logo creation process, respectively, no one can guarantee you that the output will be completely satisfactory for you.

Also remember about the human factor - do not exclude the possibility that your freelancer may get sick, refuse to fulfill an order, or simply not answer calls for a while. All this causes certain inconveniences.

Option 3. Order in the design studio

It will not be cheap - from $ 1,000 for little-known studios to $ 20-50,000 for well-known companies. In addition, you will have to wait for your logo for a long time - from 1-2 weeks to 1-2 months. The wording of the TK should be as clear and precise as is the case with a freelance designer. But in this case, you can be sure that the quality of work will be at its best, as well as the organization of the entire process.

Submit your application

Option 4. Conduct a tender auction

It is impossible to name the exact cost of this method of creating a logo, it varies from $ 100 to $ 200. The logo can be obtained in 2-4 days, although there is no deadline as such.

First you will need to register on one of the crowdsourcing sites, for example, DesignCrowd (price unique logo - from $ 240) or 99designs (cost - $ 99, but don't count on uniqueness). Then you need to clearly formulate the terms of reference, indicate the price and wait for the designers to develop your logo.

You will have to pay one or more developers whose work you like the most. Even if you don't like anything, you will have to pay for the work of the best designer.

Option 5. Use an online editor

With the help of an online editor, you can create a logo in just 0.5-3 hours. In this case, spend about $ 20-50. This editor is an online version of Photoshop that specializes in creating logos. When working, you can use any icons, fonts and colors from the base, however, making edits to them is not allowed. In addition, without experience in Photoshop, as well as design skills, you cannot create a high-quality logo.

Fortunately, you will not be required to pay in advance, so you will not lose anything if the option you created does not suit you.

How to create a company logo yourself: an overview of services and programs

Method 1. Online services

This is a convenient service that allows you to create symbolic, text or combined logos. The language of the editor is English, however, due to its modest functionality, it is not difficult to deal with it even for those who do not speak English.

To design a logo for free in the online editor Logomaker, you need to select the desired tab in the menu: add text, symbol or upload your own image. Built-in symbols are divided into thematic blocks, so finding the one you need will not be difficult.

The editor has the ability to customize the color scheme, font, size of each graphic element. The disadvantage of the program is the support of the Russian language with only two fonts.

Logomaker allows you to create a logo online. In this case, you do not have to register and pay for anything. The resulting layout can be downloaded in png format. It is quite possible to place it on the website, business cards, leaflets, letterheads. For the vector format, you will have to pay a little.

This editor is popular and offers 2000 different ready-made templates. You just need to write the name of the company, indicate the field of activity and choose the option you like.

Logaster is a Russian logo designer, you can work in it for free, online. The interface language is Russian. The advantage of this editor is the ability to edit existing layouts. You can change the color of the font and icon, add new graphic elements. Sizes and positions also change.

To get started, you need to register, the logo resolution is low, and the service watermarks are placed on it. This layout is only suitable for use as a reference for a designer.

You will have to pay $ 10 for high resolution. You will also be offered ready-made templates for business cards, letterheads, envelopes.

On this service you will find many interesting 3D text logo templates, which are divided into 4 groups depending on the topic. It is not difficult to work in the editor, its functionality is at a fairly high level. At your discretion, you can customize the font, color, shadow, texture. There are other settings as well: size, background and filter.

The program interface is in English, but the translator will help you understand it. The main advantage of Flamingtext is the ability to create a logo online and for free. In addition, it can be downloaded in good quality in any of the formats: png, gif, jpeg, xcf. You do not need to register.

Among the shortcomings, it is worth noting the lack of fonts in Russian.

This is a constructor in Russian, offering many ready-made templates.

How to create your own logo using DesignMantic? Nothing complicated! You need to indicate the name of your company, choose a field of activity. In accordance with these data, the generator selects suitable layouts. Your task is to choose the one you like best and edit it. The editor is not suitable for whimsical users, since there are very few settings: color, size, slope.

40 Cyrillic fonts are available on the service, and business card layouts are available as an additional service. The disadvantage of the program is the inability to download the logo for free, even with low resolution. To purchase a layout, you must register.

In this program, you can create laconic vintage style logos. There are not many tools in Hipster Logo Generator, but despite this, the brand names in this editor are quite interesting.

Creation of a logo online, free of charge and without registration in Hipster Logo Generator, is carried out in 4 steps. First you need to choose a shape: square, rhombus, circle, lines.

The second stage is adding graphic elements and giving it a hipster style. Then you should create a text block and choose how it will be located (in a circle, top, bottom or center). But the position of the inscription cannot be changed, as well as editing other graphic elements.

The final stage is the most interesting. Here you can choose a color, background, beautiful image for the background. Editing of the background image is available, for which there are 4 filters.

After you click "Generate logo", you will be able to download a mockup in png 600 × 500 px format. You do not need to pay for it, as well as register on the site. A logo of this size is suitable for a website, business card, flyer, letterhead and other small format materials. You will have to pay $ 5 for a vector image.

Finally, your work will be rated on a scale of 1 to 5 "hipstometer" (how hipster the logo is).

Method 2. Graphic editors

• Photoshop.

To create a logo on your own in this program, you need a minimum of professional skills and a sense of style. If this is not the case, it is best to create a logo using an online editor or the services of a designer.

It makes no sense to describe the capabilities of Photoshop. After all, most of the logos of well-known brands were created by highly qualified logo creation specialists, of course, with the help of this graphic editor.

The only drawback of the program is its high price. However, you do not need to pay for using during the trial period (which is 30 days from the date of activation). During this time, you can create quite a lot of brand names. The situation is similar with CorelDRAW.

• CorelDRAW.

The editor was developed by Canadian programmers, and its possibilities in the field of digital graphics are enormous. It allows you to:

• GIMP.

This editor is popular. There are many extensions developed for it that you can install for free.

• Inkscape.

If the logo is the face of your brand, then Inkscape is the makeup artist. You do not need to pay for using the editor, and the quality of the created trademarks is not inferior to the logos developed in Photoshop and CorelDRAW.

Method 3. Specialized utilities

There are many specialized logo design software. Let's consider the 3 most popular ones.

• AAA Logo.

We can say that AAA Logo is an offline analogue of Logaster. However, this application is much more functional.

• The Logo Creator.

The Logo Creator is an application that allows you to create and design trademarks of not only famous brands. A mass audience of users can also work in it. The program offers over 300 templates of ready-made emblems and an impressive set of tools that allow you to edit them.

Today many web studios, design agencies, and freelancers choose The Logo Creator for their work. The application has become so popular because it works in conjunction with Photoshop. This makes it possible to create high-quality graphics that compete successfully with logos developed with other utilities.

• GreenBox Logo maker.

This program is outstanding. The set of settings is standard, there is an archive of logos (several hundred) and graphic elements (more than 2000).

Unfortunately, all three programs are paid. If you still want to develop a brand name for free, you will have to meet the trial period (about 1 month).

How to create a company logo: step by step instructions

Step 1. We collect materials for design development

At this stage, a collection of materials is carried out that will make it easier for you to choose your logo design. Such materials are: a mission statement, a company's development plan, emblems of competitors (or similar companies), various graphic objects that, in your opinion, may be associated with your company (for example, for optics, these can be glasses or lenses).

Step 2. Determine how we will use the logo

The logo design should be versatile. Typically, the logo is placed on letterheads, business cards, brochures, discount coupons, bonus cards, calendars, diaries, ballpoint pens, badges, advertisements (in print and TV, on banners), etc.

Step 3. Determine the goals that are assigned to the logo

Here you need to answer the questions: What image of your company would you like to create? Will the logo be formal or informal? Will you target the logo to the consumer, or will it reflect some aspects of corporate activity? Should your brand name catch the eye or act on the subconscious of people imperceptibly?

Step 4. Take a blank sheet and write the name of the company in the center

Remember that the logo only complements the name of the company, so do not obscure the name with the emblem in any way. Words should be in the foreground and graphic elements in the second.

Step 5. Draw some sketches of the future logo

About 10 sketches around the company name.

• changing the length of the name;
• the use of an abbreviation;
• use of initials;
• resizing letters;
• font replacement;
• applying an overlay effect to letters and graphics;
• flipping the image;
• application of three-dimensional effects;
• applying an effect such as a dark or light border;
• use of ornament;
• change in shape (round, oval, triangular, square, irregular, etc.);
• apply a darken or fill effect to shapes.

If you still cannot design a logo yourself using the recommended techniques, then go for a trick: take the logo of another company as a sample, substituting your name in it. But in this case, be sure to change the logo, otherwise copyright will be violated, and your company will be associated with a competitor.

Step 6. Discard or modify the design of the resulting logos

The best option is a logo that carries information about your company and remains in memory at first glance.

Step 7. Making the final choice

After reviewing your sketches, choose the three most successful ones and finalize them.

How to create a company logo without mistakes

When creating a logo, try not to make mistakes. Then the logo will be of high quality. Here are the most common mistakes.

Mistake 1. Using a bitmap

Bitmaps are not suitable for creating logos because they can make them difficult to reproduce. When such pictures are greatly enlarged, they look like a mosaic and are therefore unusable.

Usually they design logos using programs that work with vector graphics - Adobe Illustrator or Corel Draw. Vector graphics consist of points that are calculated with mathematical precision, so the visual perception of such images of different sizes is the same.

Logo design using vector graphics has the following benefits:

• the ability to scale the logo to any size without the risk of losing quality;
• facilitating further logo editing;
• easier adjustment of vector images for other media compared to raster images.

Error 2. Following trends

Trends don't last forever. They tend to end up becoming clichés. The logo needs to be designed to last. Therefore, do not rely on newfangled tricks and techniques.

Creating a unique identity for your company is possible only if you ignore the trends in logo creation.

Mistake 3. Excessive complexity

If the image contains too many details, then its perception in print or when viewing a reduced version will be poor.

The complexity of the design is fraught with the loss of detail. Such a logo can look dirty or misunderstood.

For example, Smashing's fictional logo features a fingerprint pattern. However, it is visible only with a significant approximation. On a smaller version, details are lost.

Note which logos were designed by Nike, McDonald’s and Apple. The brand name of each of them is quite simple and reproducible in any size.

Mistake 4. Dependence on color effects

The lack of vibrant colors may seem to lead to a loss of identity. It is so?

But no! This is a common mistake. Designers tend to add their favorite colors, sometimes even relying entirely on them.

Choosing a color should be the last thing, and it is better to design a logo in black and white.

Mistake 5. Poor font choice

When creating a logo, you need to choose the right font. This choice is the most important one. If an unsuitable font is selected, the logo may fail.

The main condition for choosing the perfect font for a logo is compliance with its image style. But even here it is not so simple. If the match is too precise, there will be competition between graphics and text for human attention. If the font does not match the image, then the viewer will not understand what to focus on. Therefore, it is so important to find the right balance.

You can't get your message across if you choose a font that doesn't reflect the characteristics of the image.

Mistake 6. Designing a logo for yourself, not for clients

There are frequent cases when the favorite font, color of the artist or customer is used when developing a logo. This cannot be done!

Ask yourself, is this font and color really suitable for your business?

For example, using a modern typographic font would be inappropriate when creating a logo for a law firm.

Mistake 7. Typographic chaos

Since typography can uplift or destroy a logo, knowledge of the basics of typography is essential. The main requirements are that the logo should be simple and at the same time convey a given message. This can be achieved by taking into account typographic aspects of design.

Using a large number of fonts of different thickness is unacceptable (maximum - two). Don't go for predictable, fancy, or very thin fonts. Remember to keep an eye on kerning, spacing and size. And most importantly, make sure you choose the right typeface (or font) for your logo.

Mistake 8. Creating a monogram

This mistake is common, especially when a non-professional is involved in logo design. The decision to create a monogram from the first letters of the name of the company (for example, B & H for Bob's Hardware) seems inventive only at first glance. By using company initials, you are unlikely to be persuasive and fail to convey your message. Try it if you want, but don't stop at this design if there are others.

It is also undesirable to turn the name of the company into an abbreviation, if it has not become common, and you do not have such a goal.

HP, FedEx, IBM, and GM did not start with acronyms. They became that way many years later, after they acquired an impeccable reputation.

Mistake 9. Using visual stamps

A light bulb as a symbol of an idea, a cloud with text - discussion, strokes - dynamism, etc. Such ideas come to mind first of all during brainstorming. That is why you need to give them up.

This will not achieve uniqueness, since such ideas are already embodied in many other emblems. Avoid using visual cliches, offer an original idea and design.

Mistake 10. Copying, stealing or borrowing a design

Unfortunately, this is not uncommon these days. The logo designer sees the idea he likes, edits the existing version, changing the text and colors, and presents the work as his own. It is unethical, illegal and stupid. Do not do this, one day you will definitely be caught.

7 tips for creating a company logo that works for you

When choosing the shape and details of the logo, it is necessary to take into account the scope of the company. More precisely, the needs and preferences of customers, as well as their vision of this area.

If your business is serious, for example, you supply industrial equipment, then the logo should be developed in strict colors. Its forms must be clear. When looking at a logo, customers should understand that the company is serious, responsible and respectable. Excessive design of such emblems is not permitted.

If you, for example, sell youth clothing, then you need a bright logo with a predominance of rounded shapes, curls and quirky images. The interests of the target audience should be your guide.

There are certainly examples of successfully working logos that are not designed according to standards. You can bet on such a brand name, create something unusual and shocking, showing creativity. But in this case, you are at risk. It is possible that the logo will be highly appreciated by the audience, and then one can count on overwhelming success, but often such logos are doomed.

Quite often, customers themselves do not know which logo they need. As a rule, designers hear: “We don't know what the logo should be, but we should like it and surprise everyone”. But designers can't guess what you want and don't use psychics to find out. Therefore, if you want an effective logo, decide what exactly you need, and tell your wishes to the designer with maximum accuracy.

How to do it? First, search the Internet for the logos of various companies and select the 10-20 most liked of them. Select the best elements from each logo and show them to the designer. You can search not only among the logos of companies carrying out activities similar to yours, but among any others. The main thing is to understand what attracts you more, how you want your logo to be.

In addition to logos that are attractive to you, choose ones that you find awful. Indicate what you absolutely do not want to see on your brand name. This will help the designer form an idea of \u200b\u200bwhat the logo should look like, what elements can be used and what not.

The main thing here is not to plagiarize. Especially if you have plans to register your logo as a trademark. If the logo looks too similar to the emblem of a well-known brand, then it may not be registered.

There are certain companies and areas of activity where the use of a large number of colors when creating a logo is advisable. For example, innovative companies that bring something new to the world and want to focus on this with their logo. Usually these are large companies with huge investment capital and a promising future. The most famous of these are Google, Microsoft, Apple.

In addition, colored logos are created by entertainment companies (such as the NBC logo). In general, God himself ordered printing companies to use the entire color palette when developing logos: this will help emphasize their field of activity.

Nevertheless, there are not many companies for which the use of a large number of colors in the logo is not only not absurd, but even desirable. There are about 5% of them, and the rest should strictly follow the rule - no more than two colors. This allows you to give the logo rigor and focus on shades that are most suitable for the company's field of activity.

The use of two colors is an optimal solution, in favor of which not only aesthetic but also practical considerations speak. It often happens that you have to print a logo on a black-and-white printer, and if the emblem is multi-colored, it will look ugly and sloppy. In addition, the use of such logos in various printing products is quite problematic. The optimal background for them is white, and they will not look spectacular on any other.

The three most commonly used colors in logo design are blue (33%), red (29%), and black / gray (28%). In the logos of 13% of companies there is yellow. And the rest are used by a very small number of companies - only 5% are green, purple, pink.

This is quite simply explained: red, blue and black are more noticeable than others. Moreover, each of them carries its own hidden message to the consumer.

Red is characterized by vigor and aggressiveness, therefore, car manufacturers (Toyota, Jaguar, Audi) choose this color for their logos. It is also chosen by companies that claim to be modern and promote an energetic lifestyle (Canon, Coca Cola, MTV, Red Bull, from Russian - MTS).

However, red is usually considered youthful (especially when combined with yellow). Therefore, it should not be used in their logos by companies that want to emphasize "moderation and accuracy."

In this case, it is worth choosing a blue color - it calms and adjusts to the pleasant. This is the best choice for technology companies (Intel, IBM, Samsung, Siemens): blue is cast by metal and glass. Car manufacturing companies choose it if they want to emphasize simplicity and reliability (Ford, BMW, Volvo). For the same reason, blue is loved by banks (Deutsche Bank, VTB), payment systems (Visa, PayPal, Webmoney) and postal services (the Russian Post has placed a blue eagle on its logo).

Blue sets up positive communication, so many social networks use it too (Facebook, Twitter, Flickr, Vkontakte).

Black is minimalist and should be used with caution as the logo can be gloomy. This color allows to emphasize quality and representativeness (Mazda, Mercedes Benz, Nike). Basically, it is used not as the main one, but to highlight the inscriptions (Renault, Lego).

The best choice for a food service company is yellow (McDonalds, Burger King, Subway). It's good for the entertainment industry too.

41% of logos created by companies are purely textual. You too will have to decide which is more important to you - effective graphics or good text. Of course, well-written text can make a brand more recognizable, the name will always be heard and easy to read. However, without a picture, your message to potential customers is incomplete.

In our opinion, for small companies, the text logo is the best option also for the reason that they do not have enough funds to pay for the services of a highly qualified designer, who can successfully draw a picture and correctly arrange the text. The professionals involved in the development of logos do not even ask $ 1000 for their work. And such costs are often unjustified for small firms.

In most cases, small companies create just a text logo. Although there are companies known all over the world, the emblems of which do not contain any graphic elements at all. For example, YouTube, Skype, Yandex, Yahoo !, Google.

Tip 6. The use of the company name is highly desirable, but not required

About 10% of companies do not use their name when creating a logo. This is rather strange, since in this case the recognition is several times worse. The most famous brand with a logo without text is Apple.

The logo with only a picture was used back in the Middle Ages: in front of the craft workshops, they hung plates made of tin with an imprint of the products produced in them. At that time, there was a monopoly on the market, and a shoe hanging near the store indicated that shoes can only be bought here and nowhere else. Now competition is very developed, therefore, having depicted only one shoe, you are unlikely to be able to sufficiently tell about yourself and, moreover, convey your message.

If you still want to limit yourself to a graphic image, take an example from Apple: you need to create a vivid, literally engraved image. Although take our advice, don't take that risk. Apple is a unique company, you can hardly repeat its success. Instead, opt for a logo that combines both text and images.

Finding the right image for your logo is not an easy task. Tune in immediately to serious work and do not give up after the first unsuccessful searches.

Who knows what logo Apple currently has? Of course, everyone now remembered the bitten apple. Do you remember what the first company logo was? The emblem was piled up with many different elements: a landscape, a tree, Isaac Newton was sitting under it and biting an apple. This option was, to put it mildly, not very good. It was finalized, simplifying it as much as possible and leaving one apple.

You can rest assured that over time, your logo will also change and evolve, acquire new features and characteristics. This is normal and typical for any growing company.

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If you are one of those for whom creating a logo is what will provide you with insomnia, then this article is for you: you will learn how to create a logo step by step - from finding an idea to choosing the format of the finished file.

Your logo may not win any awards, but at least you will have a nice logo to display on your website or business card. So let's get started! Steps 1 through 4 are all about brainstorming your logo. Steps 5 to 7 will teach us how to create a logo design, including aspects such as choosing a shape, font, color. And in Step 8 we will learn how to create the final design as a finished file.

Logo creation statistics

Before we move on to tips on how to create a logo, we would like to provide statistics on the logos of top brands. Here are a few key points that you might want to look into when developing.

Step 1. Finding ideas for your logo
Online logo galleries like Canva and LogoFury.com are great places to get inspiration from designers.

Look at the logos of other companies similar to yours. Ask yourself what you like and dislike about them. What works and what doesn't, but don't copy the design - just find what you like and follow that style in your own design. Your goal should be to come up with a logo design that tells you who you are, what you do, how you do it, and who you do it for.

Another way to come up with an idea for a logo is to make some sketches of the future logo. Write the name of your logo in different styles and fonts, draw different symbols, icons - in a word, everything related to your company and product / service. Perhaps one of these sketches will form the basis of your logo.

Step 2. Think about your target audience
The logo is not created because it is necessary or fashionable. The logo should carry a specific function, the benefit of the company. Therefore, at the initial stage of creating a logo, you should clearly understand who your customers are, what they like, what qualities of your company they value. Finding out this is necessary to create a logo that will evoke the feelings and emotions that you need and thus create a positive brand for your company.

Step 3. Adhere to the principles and rules of creating logos
To make a logo really effective, you need to follow certain rules. We have selected the most important principles with a brief description.

The logo should be simple: Simple logo design makes it easy to recognize and allows the logo to be versatile and memorable.

The logo should be memorable: An effective logo design needs to be memorable and this is achieved through an original logo that will stand out from others.

The logo should be durable: A logo must stand the test of time - not lose its effectiveness under the influence of fashion or any other short-term phenomena, be “future proof” and effective in a few years. For example, well-known companies do not create a new logo, but only slightly improve it, making it more modern.

The logo should be universal: A quality logo always looks great in any environment and in any form.

Step 4. Draw some logo sketches
Sketching is a quick and easy way to transfer ideas from your head to paper. So after you've collected all the ideas, take paper and pencil and draw some logo examples. If you don't know how to draw with a pencil, you can use graphics programs such as Illusrtator, Photoshop. If they are too difficult, use online logo designers. With their help, you can find the desired icon or font for the logo.

Step 5. Choose a logo shape
The shape of the logo has psychological impact on people. With the help of certain forms, the desired feelings and emotions can be evoked. For example, a square symbolizes stability and constancy, a triangle of strength and knowledge. How to choose the right logo shape? Take a look at the picture from Logowiks below and choose the right one based on the characteristics of your business.

Step 6. Decide on the logo color
When choosing a color for your logo, think about what color reflects your company's personality. For example, if your company is fun, creative, and vibrant, consider using yellow or orange hues in your logo. Use the infographic below to help you choose a logo color based on your business theme. Click on the picture to see it in a larger size.

Finally, think about what colors your competitors are using. This is important in order to stand out from their background. Sometimes, choosing a color that is the opposite of your main competitor can help customers differentiate you.

Also, don't forget to think about the functional impact of color on things like readability, eye strain, attention grabbing. To do this, follow the rules below:

1. Stick to 2 primary colors, and don't use more than 4. A small amount allows you to achieve the desired effect.

2. Select only 1 or 2 primary colors, and the rest should be subtle complementary colors.

3. Resist the temptation to add more colors - use more shades instead.

4. Provide enough white space to keep your eyes relaxed.

Useful services for color matching

Finding the right color is not easy. Fortunately, there are many online services that can help you choose the colors for your logo.

An interesting service for creating a logo. This service is full of various tools and settings, so you can create a logo that looks exactly the way you want it. With the Hipster Logo Generator you can create simple but interesting logos. There are also disadvantages - you cannot edit the elements, besides, the interface is in English.

How to create a logo online

Let's create an example logo using the Logaster service. Go to the main page of the service and click “Create logo”.

Enter your logo text and choose a theme. Click "Next".

The service will offer dozens of logo options. Choose the one you like and click on it.

If you need to make edits, for example, change the text, color, icon, font, etc., then click “Edit Logo”.

Use the color matching infographic to choose the right font for your business. Use the tips for font selection in the same way. If you are happy with the logo, click “Save”. Download the logo for free (in small size) or for $ 9.99 in full size.

Besides the logo, you can also create other products. For example, a business card or letterhead.

Keep listening

After your logo is created, it's important to remain open to feedback. To do this, show the logo to a test group of people that match your client's profile. You can show them several designs, or just the one that you feel is the strongest. Ask them if they like the logo, what emotions it evokes. If you are satisfied with the answers, congratulations! You've created a great logo. If not, you might want to refine your logo design.

Choose the right file format for your logo

Your logo can be saved in two formats. One is known as vector and the other as raster. You need logo files in both one format and another. Vector format (PDF, CDR, EPS, SVG) is used for logo editing, as well as for scaling, printing. The bitmap format (PNG, JPEG) is used for browsing the Internet. For example, to place your logo on a website, social networks, in an email signature. To work with a vector, they use such programs as Corel, Adobe Illustrator, Inkscape (free program), for a raster - Adobe Photoshop, Pint.Net and others.

That's all! I hope our article was helpful. Do not forget to write what tips you have when creating a logo and share the link to the article on social networks.

Depending on your artistic talents, creating a logo might be something you can do even in your sleep, or it might even give you insomnia. If you are one of those who find it difficult to come up with and draw pictures, this article is for you. In this article, a specialist from Logaster will tell you how to create a logo step by step - from choosing an idea to choosing the format of the finished file. Your logo may not win any awards, but at least you will have a nice logo to display on your website or business card. So let's get started! Steps 1 through 4 are all about brainstorming your logo. Steps 5 to 7 will teach us how to create a logo design, including aspects such as choosing a shape, font, color. And in Step 8 we will learn how to create the final design as a finished file.

Logo creation statistics
Before we move on to tips on how to create a logo, we would like to provide statistics on the logos of top brands. Here are a few key points that you might want to look into when developing.

Step 1. Finding ideas for your logo
Online logo galleries like Canva.com and LogoFury.com are great places to get inspiration from designers.

Look at the logos of other companies similar to yours. Ask yourself what you like and dislike about them. What works and what doesn't, but don't copy the design - just find what you like and follow that style in your own design. Your goal should be to come up with a logo design that tells you who you are, what you do, how you do it, and who you do it for.

Another way to come up with a logo idea is to make some sketches of the future logo. Write the name of your logo in different styles and fonts, draw different symbols, icons - in a word, everything related to your company and product / service. Perhaps one of these sketches will form the basis of your logo.

Step 2. Think about your target audience
The logo is not created because it is necessary or fashionable. The logo should carry a specific function, the benefit of the company. Therefore, at the initial stage of creating a logo, you should clearly understand who your customers are, what they like, what qualities of your company they value. Finding out this is necessary to create a logo that will evoke the feelings and emotions that you need and thus create a positive brand for your company. To do this, you can ask yourself 11 questions that you need to answer before creating a logo.

Step 3. Adhere to the principles and rules of creating logos
To make a logo really effective, you need to follow certain rules. You can find out detailed information about the principles of creating a logo in the article, below we have selected the most important principles with a brief description.

The logo should be simple: Simple logo design makes it easy to recognize and allows the logo to be versatile and memorable.

The logo should be memorable: An effective logo design needs to be memorable and this is achieved through an original logo that will stand out from others.

The logo should be durable: A logo must stand the test of time - not lose its effectiveness under the influence of fashion or any other short-term phenomena, be “future proof” and effective in a few years. For example, well-known companies do not create a new logo, but only slightly improve it, making it more modern.

The logo should be universal: A quality logo always looks great in any environment and in any form.

Step 4. Draw some logo sketches
Sketching is a quick and easy way to transfer ideas from your head to paper. So after you've collected all the ideas, take paper and pencil and draw some logo examples. If you don't know how to draw with a pencil, you can use graphics programs such as Illusrtator, Photoshop. If they are too difficult, use online logo designers. With their help, you can find the desired icon or font for the logo.

Step 5. Choose a logo shape
The shape of a logo has a psychological effect on people. With the help of certain forms, the desired feelings and emotions can be evoked. For example, a square symbolizes stability and constancy, a triangle of strength and knowledge. How to choose the right logo shape? Take a look at the picture from Logowiks below and choose the right one based on the characteristics of your business.

Step 6. Decide on the logo color
When choosing a color for your logo, think about what color reflects your company's personality. For example, if your company is fun, creative, and vibrant, consider using yellow or orange hues in your logo. Use the infographic below to help you choose a logo color based on your business theme. Click on the picture to see it in a larger size.

Finally, think about what colors your competitors are using. This is important in order to stand out from their background. Sometimes, choosing a color that is the opposite of your main competitor can help customers differentiate you.

Also, don't forget to think about the functional impact of color on things like readability, eye strain, attention grabbing. To do this, follow the rules below:

1. Stick to 2 primary colors, and don't use more than 4. A small amount allows you to achieve the desired effect.

2. Select only 1 or 2 primary colors, and the rest should be subtle complementary colors.

3. Resist the temptation to add more colors - use more shades instead.

4. Provide enough white space to keep your eyes relaxed.

Useful services for color matching
Finding the right color is not easy. Fortunately, there are many online services that can help you choose the colors for your logo.

Kuler.adobe.com
The service from Adobe provides a large library of ready-made color schemes and also with the help of a special color wheel, you can choose colors that will match the desired color. A detailed video on how to work with Kuler.adobe.com

Сolorscheme.ru
This is a Russian-language service for color matching and generation of color schemes. The service works in the same way as Kuler.adobe.com, but the possibilities are slightly less. Detailed video how to work with Сolorscheme

Step 7. Choose a font for the logo
Font selection is an important aspect of logo design. The right typeface can highlight the value of your company, while the wrong typeface can make your logo unreadable and negate your efforts to create a positive company image. At the same time, among thousands of the most diverse and such attractive fonts, how do you find the one that is perfect for your logo? Click on the picture to see it in a larger size.

Here are some simple tips to help you do this: Avoid popular fonts Yes, your Microsoft Office suite includes a selection of fonts. The problem is that everyone else has it too. Therefore, using a font from your OS library would be a bad idea. The rule is the same for popular public fonts. Be timeless If it seems like everyone is suddenly using certain style font (such as the now ubiquitous Sketch Block), keep looking. Look for original fonts that will make your logo stand out. Remember, typeface and logo in general must stand the test of time. Trends come and go, and what you really don't need is to invest a lot of your time and money in a design that will become outdated almost overnight.

Choose a readable font. The logo text should look great, and even more readable in small size. Check how the font will display in different sizes. Give Some Space The great jazz trumpet player Miles Davis once said that the notes you don't play are just as important as the ones you play. Therefore, when choosing a logo font, it is necessary to take into account the distance between characters (kerning). Too great a distance can make the logo "scattered" and incoherent, and too small can make it illegible.

Use the personality of the font. Your logo is the face of your brand. It is number 1 on your company's list of social touch points. Therefore, when choosing fonts, think about your brand personality and what you want to convey with your font. Is it speed, strength, reliability, affordability or attention to detail? The style and personality of the typeface will go a long way towards creating a quality logo.

Useful sites for finding fonts
Among popular services to search for fonts, the following can be distinguished.

MyFonts.com
MyFonts is one of those places where you can find all the free fonts at once. In addition, there are also paid unique fonts.

Fonts-online.ru
Some fonts on the site are distributed free of charge, but you need to buy a license to use it for commercial purposes.

Webfont.ru
Catalog of free fonts (there are Cyrillic ones). There is a search and filter by font family.

Also see our selection of 200 free fonts for logo design.

Step 8. Create the final design
After you've done a few sketches of the logo, you need to move on to creating it. You can do it in 3 ways: - create a logo yourself in a graphics program; - create a logo using an online logo generator; - use an online logo maker.

Create a logo yourself
If you choose this method, you need to decide on a drawing program such as Adobe Illustrator and / or Adobe Photoshop.

Adobe Illustrator is a vector drawing program. It is often used to draw illustrations, diagrams and logos. How to Create a Logo Using Adobe Illustrator:

Adobe Photoshop is the most popular photo and bitmap editing software. Its uses range from full-featured editing of large photographs to the creation of complex digital paintings and drawings. Tutorials on how to create a logo using Adobe Photoshop:

Create logos with an online logo generator
Online logo generators are a good option if you don't have the skills and knowledge to create logos on your own and don't have enough resources (time, money). We have collected several online services that will come in handy when creating logos.

Logaster.ru
Russian-language online logo generator, with Cyrillic support in logos. We have described the process of creating a logo using this service below. Let's just clarify that after creating a logo, you can download files in raster (PNG and JPEG) and vector formats (SVG and PDF). Also you can make business cards, envelopes, letterheads, favicon based on the created logo.

Zillion Designs
It is a simple logo design tool. You can create your logo in just 3 steps, similar to Logaster. At Zillion Designs, you choose all the logo elements yourself - picture, color, font. After successfully creating your logo, you can download the file in EPS, JPEG and PNG formats.

Hipster Logo Generator
An interesting service for creating a logo. This service is full of various tools and settings, so you can create a logo that looks exactly the way you want it. With the Hipster Logo Generator you can create simple but interesting logos. There are also disadvantages - you cannot edit the elements, besides, the interface is in English.

How to create a logo online
Let's create an example logo using the Logaster service. Go to the main page of the service and click “Create logo”.

Enter your logo text and choose a theme. Click "Next".

The service will offer dozens of logo options. Choose the one you like and click on it.

If you need to make edits, for example, change the text, color, icon, font, etc., then click “Edit Logo”.

Use the color matching infographic to choose the right font for your business. Use the tips for font selection in the same way. If you are happy with the logo, click “Save”. Download the logo for free (in small size) or for $ 9.99 in full size.

Besides the logo, you can also create other products. For example, a business card or letterhead.

Keep listening
After your logo is created, it's important to remain open to feedback. To do this, show the logo to a test group of people that match your client's profile. You can show them several designs, or just the one that you feel is the strongest. Ask them if they like the logo, what emotions it evokes. If you are satisfied with the answers, congratulations! You've created a great logo. If not, you might want to refine your logo design.

Choose the right file format for your logo
Your logo can be saved in two formats. One is known as vector and the other as raster. You need logo files in both one format and another. Vector format (PDF, CDR, EPS, SVG) is used for logo editing, as well as for scaling, printing. The raster format (PNG, JPEG) is used for browsing the Internet. For example, to place your logo on a website, social networks, in an email signature. To work with a vector, they use such programs as Corel, Adobe Illustrator, Inkscape (free program), for a raster - Adobe Photoshop, Pint.Net and others.

That's all! I hope our article was helpful. Do not forget to write what tips you have when creating a logo and share the link to the article on social networks.

Self-development