101 of Logo Designing: How to choose the best to make the best

The choices you make when designing a logo, are crucial in determining the final picture. When designing a logo, you want to choose the right colour, font, image and tagline. To ensure that what you want to convey through your brand logo, you must ensure that you know your basics.

In this blog, you will learn how to choose the right fonts, images, colours and taglines for your brand logo. Continue reading or directly jump to the section that’s the most relevant to you.

How to choose the correct font for your brand logo

It’s not just about what you write, but also about how you do it. Fonts represent your brand personality through style and size. The fonts you choose should do justice to your company name and its work. But with multiple fonts to choose from across various platforms, getting overwhelmed is likely. If you are just starting out, all you need to understand are the four font categories and make your pick after understanding them.

• Serif (with notches) - Serif is the most traditional font category. Serif fonts have dashes or lines at the end of each stroke. They have a very professional and classic look. Times New Roman is one the most common Serif fonts out there. If you want to maintain a traditional brand look, you should opt for Serif fonts.
• Sans Serif (without notches) - Sans Serif are cleaner, simpler and more modern. They do not have dashes at the end of each stroke, unlike Serif fonts. Helvetica is a commonly used Sans Serif font. If you want to build a smart and modern brand look, opt for a Sans Serif font.
• Script (handwritten) - Script fonts have a personalised touch to them. They represent handwritten text written in pen, brush, marker, etc. Handwritten fonts are not as legible as Serif and Sans Serif fonts. However, they give off a more wholesome look.
• Display - Display fonts are decorative fonts. They belong to a rather unused category of fonts. Display fonts are not very legible and not many brands opt for these types of fonts. Make sure your fonts are scalable and clear to read on all your hard and soft copies before you finalise them.

How to choose the image for your brand -

An image can pack more punch than just your business name. Visuals are also comparatively easier to remember than names. There is a world of possibilities when it comes to choosing the image for your brand logo. By understanding these image types you are more likely to arrive at a satisfactory choice:

• Abstract - Abstract, as the name suggests, conveys multiple meanings and incites many emotions. From geometric symbols to designs, the sky’s the limit for abstract logos. Abstract logos can do justice to brands that have a lot to say about their work. For small-sized brands that are in the foundational stages of their journey, abstract images paired with text can help forge the connection between the viewer and your brand without the risk of being vague.
• Geometric - Geometric logos are easy to use during applications on websites, cards, collaterals, products and more. The minimalistic lines, curves and symbols of a geometric logo are easy to remember. The mathematical aspect of these logos also incites a sense of stability and reliability.
• Pictorial - Pictorial logos are more brand and name specific than abstract and geometric logos. A pictorial icon can be a brand mark or a symbol. To put it simply, it’s an image that illustrates a real object. A pictorial logo is an image that comes to mind when you think about the brand name or the work. If it’s easy to create a pictorial representation of your brand name, having a pictorial logo would make sense.
• Crests and emblems - Crests and emblems hold an integral and prestigious feel to them. Brands who wish to emphasise quality, trustworthiness and their legacy can vouch on crests and emblems to do so.
• Interactive - Interactive logos have a lot more to interpret than abstract logos. Unlike abstract logos, an interactive icon can have several meanings depending on who is the observer. This is often what makes an interactive logo captivating.

How to choose the correct colour for your brand logo -

Every colour has its own unique value and meaning. Colour palette selection is the most crucial decision in the logo designing process. Colours forge a visual connection to the brand’s values and personality, connect with consumers on a deeper psychological level and project emotions and associations you’re seeking to evoke.

By understanding how colour can affect your consumer’s thoughts and decisions, you can leverage it to create an effective brand identity.

• Red - Red is one of the primary colours and a universal indicator of passion, warmth, excitement and caution. For brands looking for a loud, playful and youthful brand image, red is the best. If you wish to have a more professional and conservative brand image, do not choose red.
• Yellow - Yellow is synonymous with happiness. The cheery tint of yellow makes any brand logo feel warm, friendly and bright. Brands wanting to convey a comforting and approachable image should choose yellow.
• Orange - Orange blends the energetic effect of red and the friendliness of yellow. Orange is ideal for brands who want to evoke happy vibes or want to drive people to act on the call to action.
• Purple - Royalty and sophistication are hidden under the hues of purple. Brands that want to establish a luxurious image should opt for this colour.
• Green - Green evokes tranquillity. Brands that wish to make their customers feel at ease and in touch with nature can leverage the effect of green in their logo. Brands with nature, earth and food as the main focus can use green. Blue - Blue indicates calmness, sea, and spiritual awareness along with feelings of trust. Healthcare and medical brands can choose blue to signify healing. Corporate brands can also choose blue to convey sophistication and professionalism.
• Brown - Brown has a down-to-earth feeling to it. Brands can use it as an alternative to black to maintain a balance between nature and seriousness. Brands that require to convey messages of supportiveness and reliability should choose brown.
• Pink - Although pink is versatile, it works best for brands centred around females and children. Brands that wish to convey a cheery and youthful image should opt for pink.
• Grey - Unlike all the other colours, grey is the most neutral colour. It is timeless, practical and invokes no strong feelings. Grey can be used on any plain background. Technology and educational brands can use grey to convey practicality and seriousness.
• Black - Black is a bold colour. Black logos will never become outdated. The bold statement that a black logo makes can be used to elicit feelings of elegance, substance, and power.

How to choose the correct tagline for your brand logo -

Taglines can be catchphrases or short description of the work you do. Big brands capitalise on their taglines to get their message across and create an emotional connection with their audience. The purpose of a logo tagline is to convey how your target audience will identify your brand.

Here’s how you can choose an appropriate tagline for your logo:

• Describe your product or service - Beating around the bush is not for small brands. Your tagline can include your industry or product type and attract customers with that alone. By using a tagline that’s associated with your product or service, you can sell your offerings from the get-go.
• Evoke an emotion - Evoking emotions through words becomes easy with taglines. Many big brands like Subway, McDonald’s, Nike, etc. use their taglines to evoke an emotion and communicate their brand quality. You too can have a tagline that evokes a certain emotion you want your target audience to feel about your brand.
• Keep it snappy - Less is more when it comes to taglines. Ensure that your tagline isn’t too long for people to remember and read. Your tagline should communicate a message about your brand efficiently and directly. Your tagline will be printed on your products, guides and more. Ensure that it is legible and adds to the look of your logo without taking up a lot of space.

We at Futuready Media believe in the power of brand logos. We encourage brands to invest in logo designing by offering them unparalleled logo designing services. Our logo designs are unique, easy, intuitive and fully customisable.

Want to add an edge to your brand identity with a fresh logo? Get in touch with us today!