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The tips included within the piece reference different areas of design, including psychological impact and technology that can be used to enhance the visual effect. Overall, the objective of this article is to clearly and lucidly outline the fundamentals of logo creation in a way that does not require deep technical understanding.
When preoccupied with all the intricacies of marketing and finance, many tend to forget that your logo is the face of your brand - an appealing design is central to forming good first impressions on customers or clients. Companies normally hire graphic artists or tap on design and advertising agencies to help them with their logos. To help you create a visually forceful logo that demands attention, here are some beginning tips to remember when starting the creative process.
Create Color That Invites Attention
Choice of color has a major effect on the finished result. By using easy-to-see colors like red and yellow, McDonald's Golden Arches instantly draw focus and appear memorable to the viewer. The use of combined red and yellow is an example of an analogous color scheme. Analogous colors are located next to each on the color wheel, and when used together often
produce a visually pleasing design.
However, not all logos blend together with similar colors. Some, like the Fanta or Tide logos, make use of directly contrasting colors to be perceived as more forceful. Color schemes like this are called complementary designs and tend to stand out more.
The choice of which type of color harmony to use depends on the brand. If you're aiming to portray your brand as gentle or friendly, it may be best to opt for an analogous scheme. On the other hand, if your emphasis is on boldness and pizzazz, complementary might be the way to go.
Keep Color Psychology in Mind
Different colors create unique mental impressions, which can influence the way your brand is perceived. Need an example? Let's revisit McDonald's - by using yellow and red, two of the brightest colors, the Golden Arches create. This is because vibrant colors like red, orange, and yellow have a tendency to draw attention and impart a feeling of enthusiasm.
Other colors, like blue, green, or grey, carry attachments to feelings of productivity or financial safety. These might be good picks for B2B, marketing, or legal firms. Finally, the polar opposites of black and white both create an impression of simplicity and elegance. However, black is used to signify power or influence, while white is used to portray a sense of purity or innocence.
Using these associations to your advantage is one of the easiest ways to influence customer or client thinking. By synchronizing your choice of color with your brand image, you can create a dear sense of what you're trying to accomplish with little effort.
Use Gradients to Build Depth
Even when a logo is created with strong color pairings and powerful psychological influence, a linear design can seem flat. Gradients, which are smooth color transitions that fade into each other, are one option for alleviating this problem. Although gradients can be hard to implement, they can create a more dynamic visual effect that adds a unique feel to your logo that helps you stand out from your competitors (and because your logo acts as the face of your brand, it’s a fantastic way to incorporate your brand color palette in an innovative and visible way). It's important not to go overboard with a gradient, as this can make an image seem confusing or overwhelming.
Often, it's best to apply a gradient effect only to a central symbol and not words. The vibrancy imparted by a gradient creates a greater sense of creativity and vigor to a logo. Often, this is desirable; however, it's best to remember your target audience at all times. If your industry favors more conventional designs with greater formality, a gradient won't be your best bet.
Don't forget that gradients are hard to print since they consist of so many different colors. Gradient logos are best suited for online businesses that go through relatively few print materials, like business cards or brochures.
Take Advantage of Vector Design
Although a logo might look appealing at any one size, the issue of scaling often becomes a problem when the logo is adapted to larger media. This problem can be easily avoided by designing a vector logo.