How to make a logo for small business
A third of small business representatives sacrifice quality in order to create a logo inexpensively and quickly, and another third – time and cost. Is it possible to quickly create a cool logo for free or with a minimal budget? Where can I get logo design ideas for business? How did Google manage not to spend a dime on the first logo? We have prepared for you a complete guide with creative examples, useful tips, services and a checklist
Why it is important for small businesses to create a logo
A logo is a graphic image that symbolizes a brand. It doesn’t matter if it’s a startup or a large corporation – everyone needs their face. For example, the Google logo appeared when the company was a student startup, and it was not yet known around the world. One of the founders, Sergey Brin, drew the logo in a graphic editor. Remember that it is especially important for small companies to stand out, be remembered and declare themselves.
Here are three main reasons to create a symbol for small businesses:
Declare uniqueness. The mermaid appeared on the Starbucks logo when the company just entered the market with a small coffee shop. The image symbolized the connection of Seattle, where the brand was founded, with a marine theme, and thanks to this, it stood out from the competition. Think about how you differ from the companies in your niche and how you can express it in the logo.
Reflect values. The knight on the Burberry logo symbolizes the pursuit of noble ideals, and the Nike checkmark is the wing of the goddess of victory, Nika. The logo for business will help to declare which philosophy you profess, what values are close to you. These messages emotionally bind buyers.
To increase recognition. The logo will catch the eye of potential customers on your products, packaging, on the Internet, billboards or souvenirs, which means working for recognition. Consumers usually choose products that they already know – thanks in large part to the visual component.
Logo anatomy: which type of logo is right for you
Logos are divided into three main types: text, graphic and combined. Choose which one suits your brand.
Text. The name of the company in the original font. We recommend choosing this type of logo with a small budget, especially if the company has a short name. Get inspired by Coca Cola, Google, Facebook, Visa, or FeedEx. If the brand name is long or consists of several names, abbreviate it as Hewlett-Packard (HP) did.
Graphic. A picture without inscriptions that reflects the personality of the brand. This type of emblem is the most difficult to create, because the meaning must be conveyed only by the image. We recommend using it if your company is already known in the market. Shape and color are especially important here, as in the emblems of Twitter, Shell, Instagram or Apple.
Combined. Image and text reinforce and complement each other. This type of logo is easier to develop and perceive than a graphic one. Therefore, it is popular both among small businesses and among large corporations – Microsoft, Soundcloud, Pepsi or Burger King.
What to consider when creating a logo
Trends of recent years – simplicity, minimalism and conciseness. Your goal is to evoke positive associations and be remembered. Avoid platitudes, do not mix all the colors and fonts you like, and think about the shape. We tell you how to do it.
A Logaster study showed that 44% of small businesses want the icon to fit the field of activity, and another 40% believe that the logo will not work without such a match. Indeed, you should not depict flowers on the logo if you provide legal services. But think about the nuances: will you become one of the hundreds of car repair companies that use a car as a logo?
Logo ideas for business do not always lie on the surface: to stand out, pick up metaphors and get away from battered associations. Think of the jaguar on the Jaguar emblem or Aston Martin wings, which symbolize speed. The BMW emblem is similar to a bearing, and the four Audi rings completely symbolize the four companies from which the famous concern was created.
Font and color
Here are some basic tips for choosing a font and color:
do not combine more than two fonts and three colors in one logo;
Choose readable fonts that fit your business: Compare Microsoft’s strict font with the ornate Cadbury;
Be careful with intricate styles: they do not scale well and are not always appropriate;
give preference to pure, bright colors, you can use now popular gradients and color transitions;
remember the psychological factor of perception: red (Red Bull, Coca Cola) is associated with activity and energy, blue (Ford, Nokia, Facebook) – with reliability and trust, and black and white (Zara, Cartier) – with elegance and authority . By the way, it is these three colors that world brands most often use in their emblems.