Branding is a critical part of any business. But when your store is completely digital, your branding represents your company AND acts as your “storefront”. As Heidi Cohen, the revered marketing master defines it, “A brand is the identity that your company, product, or service has over time.”. The single most critical part of a brand is the logo – it defines the colors, aesthetic, and emotion that the rest of company portrays. Your logo influences your site design, business cards, marketing pamphlets, t-shirts… pretty much everything else related to your company. Most importantly, the logo is what lasts in your memory – studies show that 3 years olds recognize fast food logos before they can read.
So how does a great logo come about? Below are our top 4 tips for designing the logo that will drive your online brand forward.
Keep It Simple
The best logos are clean, simple, and pure. The limited color varies, encourage whitespace, and have meaning. Making your logo text-based is a simple way to design a logo that’s both memorable and simple. If you use images, use something basic that has meaning to your brand. If you combine images AND text, make sure that you can use either independently and still be recognizable.
Optimize Design And Format For Mobile
Legibility on mobile is absolutely critical – 59% of online time is spent on mobile. That means you have to think small when you create your design. Intricate designs won’t show up on low resolutions and the critical parts of your logo will blur together. Small text may be difficult to read. Your image should be a vector based format such as SVG, so that it can be scaled up and down, from mobile to poster sized, and not lose quality. Using a vector format also provides clean, crisp lines that show up well on mobile devices.
Design Wide, Not Tall
The majority of desktops are wider than they are tall, which means every bit of space that a user can see without scrolling (called “above the fold”) is critical. Tall logos take up this valuable space, and reduce the amount of visual retail your users can see when they first land on the page. The same thing happens on mobile – the most space the logo takes, the more the user has to scroll to get to your content.
Use Images Wisely
Every image and color on your page takes up “space” in the user’s eye. Your logo, which is likely the first thing the user will see, has to stand out enough to be remembered, but not distract from the rest of the page. The images in your logo need to have meaning, and make sense to the user. Take Instagram’s old logo, which represents the service (digital polaroids) without needing words:
Instagram has since simplified their logo:
But it’s still clear that the icon is a polaroid camera.
You can see these principles in the designs of most Fortune 500 companies:
The image literally shows an apple to represent its namesake. There’s only one color, which means it can be adopted to fit almost any application ( and can be made white on a black background). Its crisp, smooth lines make it easy to scale.
The colors are used throughout the Windows ecosystem. The window panes literally represent the company’s name. It is famously known by anyone that it can be made flat or only use one color and still be recognizable
Google’s logo is easy to remember and recognize. It contains the same colors as the fully spelled out Google logo and uses a unique font that you won’t see elsewhere.
When designing your logo, avoid some of these common mistakes:
- Using blurry or low-quality images that don’t scale to high resolution screens.
- Using stock art that doesn’t represent your brand.
- Including intricate details that won’t come out during print or on low quality.
- Using multiple fonts or the wrong font.
An example of bad logo design:
Comprehensive Health Care
- Too many colors
- Two different fonts
- What is it? Is it a house hugging itself?
- Very tall, would take up too much space on mobile