Designing a logo can be very intimidating. It gives your business a visual identity, and if done right, will stay your visual identity for life. In other words, it’s incredibly important to your business and your brand to have a powerful and purposeful logo.

There are lots of considerations when developing a logo for your business. Here we will touch on just some of the considerations our designers have when taking on a new client in need of a logo. 

Color 

The colors used in your logo should be directly related to your product, service, industry, and/or how you want the customer to feel when they see it. Just think about the colors you paint the rooms in your house or the color car you drive. Whether you know it or not, these colors say something about YOU. For example, according to an article in Very Well Mind titled, “Color Psychology: Does It Affect How You Feel?” silver is the third most popular color for vehicles and is “linked to a sense of innovation and modernity” (Cherry, 2020). Do you drive a red car, perhaps? According to author Kendra Cherry, “Red is a bold, attention-getting color, so preferring this type of car might mean you want to project an image of power, action, and confidence.” 

Corporations, just like consumers, consider colors when making their branding decisions. In an article titled, “How Color Affects Your Mood and Mental Health”, author Sean Clark shares that corporations use colors in their logos to summon different emotions in the consumer. Some examples he shares are: 

• Fanta (the soda brand with the fun dancing commercials) uses orange to encourage a feeling of fun and confidence

• Apple uses grey to encourage a feeling of modernity and neutrality 

• Animal Planet uses green to encourage a feeling of growth and health (Clark, 2020)

Font 

The font you use also says a lot about you and your business. Are you professional, clean, cheap, expensive, fun, serious, or spontaneous…a logo’s font can tell a potential consumer a lot about you. Take the following (pretend) spa logos. Which one would you call to book your next massage or facial?

I’m willing to bet one of these gives you a better feeling of relaxation, indulgence, and revitalization than the others. Here again, color can help or hurt you.

Scalability 

You will use your logo on many things of many different sizes. How does your logo look on a billboard? How about a golf ball? The logo’s weight, white space, proportions, and scalability are all very important considerations during the design process. Remember, your logo will be your company’s visual identity. 

A well-designed logo when used properly has the ability to bring in more revenue (indirectly), improve customer recognition and retention, and when used correctly and consistently, allows people to consider you a credible brand and company. 

Ready to give your business a brand? MK Public Relations has you covered. 

Contact us today at melinda@mkpublicrelations.co or visit our website at www.mkpublicrelations.co.    

Cherry, K. (2020, May 28). Can color affect your mood and behavior? Verywell Mind. Retrieved November 17, 2021, from https://www.verywellmind.com/color-psychology-2795824. 

Clark, S. (2020, October 13). How color affects your mood and Mental Health. Medium. Retrieved November 17, 2021, from https://medium.com/change-becomes-you/how-color-affects-your-mood-and-mental-health-76fff36853c.