10 tips to make your logo stand out from the rest #2

6. Use text and shapes strategically

Be smart about how and when you use letters and shapes in your logo.

A logo should be memorable, flexible, and unique—it shouldn’t be a complicated representation of symbols.

Lululemon Athletica, Nike, Pepsi, and Twitter have proven that a logo can be successful without letters. Meanwhile, brands like Sony, Google, Panasonic, and Victoria’s Secret have shown us that a logo can be successful without any shapes or symbols. However, some logos need a harmony of words and shapes to thrive. Examples include National Geographic, Microsoft, Ford, and Levi’s.

7. Scale is important

To get the perfect, scaled logo, imagine your logo in different locations, both on large and small signs. Think about even the largest scales. For example, would it work on a billboard and a business card?

As you work on your design, transfer your logo to different materials to clearly see the scale of your logo, so you can see how it looks on different objects. This will help you better understand how your logo will convey its message in different settings.

8. Place your logo horizontally and vertically

Most brands end up needing multiple logos, and that’s okay. Not every logo works in every space, which is why variations are necessary. Create a primary and secondary logo to make sure you can use your logo in both horizontal and vertical spaces. Typically, the primary logo is more horizontal, while the secondary logo is vertical.

9. Make sure your logo is yours and yours alone

A logo should be just that – yours and no one else’s. Authenticity and originality are crucial parts of the creative process. Being unique is a key part of effective brand positioning. When creating your logo, ask yourself – have you seen it before?

We learned a lot from the Airbnb logo controversy, where the company designed a total of 180 logos in 2014 and ended up with results that were shocking to an existing startup, Automation Anywhere. Later, in 2017, a similar situation arose in the PayPal vs. Pandora lawsuit, where Pandora tried to update its logo and ended up looking too similar to PayPal’s logo.

The moral is that plagiarism is wrong, and logo design is no exception. To avoid potential problems and gain some peace of mind, do a Google reverse image search for your logo idea.

10. Don’t be afraid to evolve your logo

Your brand evolves over time, just like a logo. One logo doesn’t have to last forever. Even the world’s most famous logos have undergone changes over time: Instagram, Firefox, IKEA, McDonald’s, and Starbucks have all updated their logos.

If you decide to redesign your logo, try not to stray too far from the original version. Keep some of the characteristics.

10 tips on how to create a logo that everyone will remember #1

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