{"id":20282,"date":"2016-03-16T16:30:50","date_gmt":"2016-03-16T20:30:50","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=20282"},"modified":"2020-03-30T19:26:42","modified_gmt":"2020-03-30T23:26:42","slug":"5-tips-for-creating-a-killer-company-logo","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/5-tips-for-creating-a-killer-company-logo","title":{"rendered":"Five tips for creating a killer company logo"},"content":{"rendered":"\n

The Internet lost it this month when Uber revealed its new logo. Unlike the old design, the new one doesn\u2019t include the company\u2019s signature \u201cU.\u201d<\/a> It\u2019s now a square inside of a circle, and it\u2019s supposed to represent bits and atoms.<\/p>\n\n\n\n

\u201cUnderwhelming\u201d was one of the kinder responses. \u201cPretty awful\u201d and \u201cugly\u201d were more typical of the reaction that the company faced.<\/p>\n\n\n\n

Mostly people asked why Uber chose to change a logo that was perfectly fine. Because it\u2019s no longer that familiar shape, many users say they can no longer locate the app on their smartphones.<\/p>\n\n\n\n

A confusing logo, like Uber\u2019s, does nothing for a company. A logo is what customers trust, and when they see it, they know they can rely upon a brand to satisfy their needs.<\/p>\n\n\n\n

It\u2019s crucial when your company is designing its first logo to ensure that it\u2019s going to fulfill customers\u2019 expectations. With a good design, your company will stand out and attract more customers.<\/p>\n\n\n\n

The following are tips from graphic design experts on what it takes to create a company logo.<\/p>\n\n\n\n

Let it be representative of your brand<\/strong><\/h2>\n\n\n\n

First and foremost, a logo \u201cshould communicate what your beliefs and brand pillars are,\u201d says Steve DeCusatis<\/a>, a graphic designer in Philadelphia. \u201cIt should feel polished and professional. If customers are going to trust a brand or spend money on its products, they need some confidence that the brand is legitimate.\u201d<\/p>\n\n\n\n

When you’re creating your logo, also must correlate with your company\u2019s image and messaging.<\/p>\n\n\n\n

\u201cYour logo is the first thing people judge you on,\u201d says Christopher Lollini, founder and CEO of Nalu Marketing<\/a>, based out of Seattle\u2019s WeWork South Lake Union<\/a>. \u201cIf your logo is not in alignment with how you\u2019re speaking, it\u2019s going to be a big trust block point.\u201d<\/p>\n\n\n\n

According to Jamie Leighton of Revolution Media Group<\/a>, based in San Francisco\u2019s WeWork SOMA<\/a>, your logo should show what your brand is \u201cin a simple enough way that people can easily decipher its meaning and have a clear understanding of your company\u2019s products or services.\u201d<\/p>\n\n\n\n

What are the three main characteristics of a great logo according to Leighton? Iconography, typography, and color.<\/p>\n\n\n\n

\u201cAll three must work together in perfect harmony in communicating your brand\u2019s identity, and choosing the right font or the right color is critical to that,\u201d she says.<\/p>\n\n\n\n

Let it show what makes you different<\/strong><\/h2>\n\n\n\n

Your logo should not only demonstrate what your brand is, what it does, and why the customer should trust it. The logo also needs to show what makes your company distinctive.<\/p>\n\n\n\n

A logo should \u201ctell a deeper story about the company culture and its unique view on the market it operates in,\u201d says Leighton. \u201cFor instance, a simple thing like turning a letter sideways in the name can communicate the company culture is unique\u2014not like the others. Or using a cursive font can mean you\u2019re fancy and high-end, just as a handwritten font can say laid-back and easygoing. So let your company\u2019s brand personality shine and think outside the box when designing your logo.\u201d<\/p>\n\n\n\n

If you don\u2019t know where to start with your logo, Rachel Gogel<\/a>, creative director for the New York Times<\/em> says to think about what words you\u2019d link to your company.<\/p>\n\n\n\n

\u201cIt can be a backwards approach to coming up with a good identity for a brand,\u201d says Gogel. \u201cYou should stick with word association, and think about your tone and color. Then figure out your logo from there.\u201d<\/p>\n\n\n\n

Keep it simple<\/strong><\/h2>\n\n\n\n

Don\u2019t go for the bits and atoms\u2014stay with the \u201cU.\u201d Simply put, don\u2019t overdo your logo.<\/p>\n\n\n\n

\u201cMost \u2018bad logos\u2019 are generally just too complicated,\u201d says Jacob Cass, the founder of JUST Creative<\/a>. \u201cThe designers combine too many ideas into the mark, which clutters the message.\u201d<\/p>\n\n\n\n

Along with not incorporating a bunch of ideas or fonts, limit your use of color as well.<\/p>\n\n\n\n

\u201cYou don’t want your logo to seem like a rainbow and have problems with offset printing,\u201d says Yasin Erdal of Idea to ID,<\/a> which has an office at WeWork Lincoln Road<\/a> in Miami. \u201cThe less color you use, the better it is. It will also cost you less to print your business cards and other brand products.\u201d<\/p>\n\n\n\n

Make sure it works on all platforms<\/strong><\/h2>\n\n\n\n

Nowadays, a logo has to look good in both print and online.<\/p>\n\n\n\n

According to Gogel, you should come up with a simpler version of the logo first and expand on it. After all, you\u2019re going to need it to be compatible with mobile phones, apps, social media platforms, email, banner and video ads, printed materials, and more.<\/p>\n\n\n\n

Change it up when necessary<\/strong><\/h2>\n\n\n\n

Once you have a great logo that works, keep using it until you decide to do a major brand shift or you\u2019ve modified what you\u2019re offering. There\u2019s no need to change it up otherwise.<\/p>\n\n\n\n

\u201cIn the advertising industry, brands do often undergo \u2018brand refreshes\u2019 every four to six years,\u201d says Cass. \u201cThis does not always mean updating the logo, but rather the visual identity as a whole. Ultimately, deciding whether to change or update your logo comes down to your current goals, trends, competitors and many other considerations that range the full gamut.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The Internet lost it this month when Uber revealed its new logo. Unlike the old design, the new one doesn\u2019t include the company\u2019s signature \u201cU.\u201d It\u2019s now a square inside of a circle, and it\u2019s supposed to represent bits and atoms. \u201cUnderwhelming\u201d was one of the kinder responses. \u201cPretty awful\u201d and \u201cugly\u201d were more typical […]<\/p>\n","protected":false},"author":1498,"featured_media":20292,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-20282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nFive tips for creating a killer company logo<\/title>\n<meta name=\"description\" content=\"With a well-designed logo, your company will stand out and attract more customers. 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