Baking a cake sounds easy. You simply follow the directions on the recipe, and voila—cake, but what would happen if someone took the recipe away? Most of us would be at a loss. We might use the wrong number of eggs, forget to grease the baking pan, or leave the cake in the oven too long. Unless you’ve had a lot of practice, you won’t be able to bake a cake from memory.
Most entrepreneurs don’t realize that designing a logo is just like baking a cake. Some business owners have years’ worth of experience. They know exactly what type of logo will appeal to their customers—or else they hire a professional logo chef (i.e., a graphic designer) to create one for them.
Most business owners – especially for small businesses and start-ups – don’t have the experience to create a logo on their own or the funds to hire a designer to do it for them. That means a lot of entrepreneurs create logos from scratch, with little or no experience.
The result is that a whole lot of companies end up with logos that are actually hurting their business. Just like when you mess up a cake recipe, a poor design leaves a bad taste in your customers’ mouths, and it doesn’t take much for your logo to feel “off” to your clients.
So how do you make sure you’re creating an irresistibly tasty logo? The same way you would bake a cake: by following a recipe. Learn what ingredients to include in your design with this handy infographic from Company Folders.
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Your logo must appeal to your target audience.
Example Target Audience
Single Man in his 20s
Avoid obvious design choices and clichés.
A global brand's logo should never be a globe.
An air travel company's logo shouldn't be an airplane.
Make your logo memorable.
Design your logo distinctively so that it catches prospects' eyes, even in a sea of other logos.
Make your logos eternally relevant.
Examples: Nike, Coca Cola
Great logos are timeless and age like a fine wine.
Avoid trendy fonts and design elements.
Trends die out fast. Brush script fonts and 3D designs now look tired and outdated.
Strive for boldness with your design.
People should be transfixed by your logo's uniqueness.
Don't follow trends, create them.
It is always better to be the trendsetter than to be the copycat. If you chase trends, you'll always be a few steps behind.
Don't be too busy.
Remember, less is more.
Say one thing. Have a message.
I <3 NY
Focus on a single, clear concept, not multiple messages at once.
Burger King's Combination Mark
Resembles a hamburger
Disney's brand is based on creating happiness through fun, magical experiences.
Fun and Creative, not Elegant and dignified font
Implied "S" between "U" and "A"
Implied arrow between "E" and "X"
Does the logo look good whether it's small or large?
It should have the same impact whether it's on a small phone or a giant computer screen.
Does it look good in black and white?
It should be clear, crisp, and easily identifiable when printed in black and white or in just one color.