There’s more to crafting a brand’s visual identity than just placing a name in a square and calling it a day. A logo is often a company’s first impression, one that can impact a customer’s brand perception, purchase decisions and overall attitude toward a product.
We live in a society painted with brand logos. Even toddlers who can’t yet tie their own shoelaces recognize many logos or are able to deduce what a company sells just by looking at its brandmark. A logo is what helps distinguish a brand from its competitors, so it’s important that the image stands out from the rest. Some of the most important considerations for logo design are for example the color palette. This is not a superficial decision, color carries meanings and communicates ideas. Also, creating a unique design isn’t all about avoiding imitation, but also about designing something out-of-the-box.
It’s tempting to just throw an industry icon on the page, but it’s important to think creatively. The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer… It’s important to be patient and not rush to make changes with your design just because you haven’t gotten the reception you initially expected. “Don’t change your logo just because you’re tired of it, or because your competitors have. If the time has come to evolve your logo, look for elements that can be carried forward.