The design of your brand logo is the key to the development of your business. Learn how to create an impressive logo and seller!
The importance of this visual element lies in the fact that it identifies and communicates a message that symbolizes your brand. It can be represented by a text and an image, just a text or just an image. The presence of the logo can change the understanding a person has about a company and add value to the product or service being offered.
A professional and well-designed logo is, above all, a kind of thermometer trust and can often mean more or less sales.
Next, we give you 5 important tips to use in building this important element of visual identity your online shop.
A design focused on simplicity will make your logo light adaptable, memorable Y continuous. To achieve this goal, you need to think about what kind of message you want to convey to your counterpart publicly because as much as you want to get multiple messages across, it’s better to focus on one particular idea. So, take your company’s main message (or at most the two main messages) and build your brand’s visual identity from there.
A good example of this is the Google logo, which conveys dynamism and flexibility with simple typography and a wide variety of colors. In fact, Google is a company that is constantly working to come up with innovative ideas and offer various products and services.
Ruth Kedar, designer of this famous logo, spoke about its origin on an American online site: “We decided to choose the primary colors (blue, red and yellow) but instead of ordering them in the traditional way, we have a secondary color used in the letter L (green), which gives us the impression that Google avoids following rules”.
An effective logo is one that is easy to remember.
Imagine you are walking down the street, in a car or on a bus, and suddenly you see an advertisement. You only have a few seconds to look at the logo and understand what the brand is about. However short that time may be, you must generate one unforgettable experience. Remember that the logo will be synonymous with your brand and will need to be recognized almost immediately.
One logo that evokes this sensation is that of Nike. It can be on a black background or any other color, but you will always recognize it. Of course, getting where Nike has gotten took a lot more than a creative logo.
In addition to the competition, the company’s success is related to a large marketing investment and brand strengthening. They might not have accomplished as much without it, but getting the logo right undoubtedly means starting on the right foot.
In an interview with the British site Daily Mail, Carolyn Davidson, who designed the Nike logo in 1971, explained how the traditional symbol was born. According to her, the biggest challenge was to produce something that conveys movement, that looks good on a pair of sneakers, and also appeals to the company’s owners (who were impressed by the newly introduced logo of competitor Adidas). Presenting the first draft to the Nike co-founder, Carolyn said Phil Knight was initially unconvinced but eventually approved of the material.
This is an inspirational story for anyone in the business right now. Sometimes an idea may seem bad, but before you discard it, try giving it a second chance and hear other points of view. Maybe you have something incredible under your nose and don’t realize it.
Aside from being simple and memorable, it’s also important for your logo to stand in history. A logo has to last 20, 30, 50 years or even longer. Of course, some specific adjustments will have to be made over time, but the essence must be preserved.
“Over the last 40 years we have made some changes to our identity. Now we’re doing it again to stay relevant but not lose our legacy. The mermaid must always be there. It is our soul.”
This text is available on the Starbucks website and talks about the logo change in 2011. The logo has existed since 1971 and has changed three times throughout its history. However, she never lost her identity, which in this case is the design of a mermaid.
Why a mermaid? In the same post on the site, he explains, “We go back to 1971 when Starbucks was born. We did extensive research looking for a way to capture coffee’s maritime history and port roots of Seattle (the North American city where the brand was born). Suddenly there she was: a 16th-century woodcut of a two-tailed mermaid. There was something about it, an alluring mystery mixed with a nautical theme, that was exactly what the founders were looking for. So the logo was designed around her and that’s where our relationship with the mermaid started.”
Let’s do a little exercise: if you stop for a moment, what’s the first logo that comes to mind? I did a quick poll here at the Tiendanube office and the responses were: Coca-Cola, Nike, Google, Apple, Nestlé, Starbucks and Samsung (I was thinking of Lacoste in particular). Let’s see what they all have in common? The answer is the same: simplicity (remember point 1 of this post?).
Simplicity is essential because that’s what it brings adaptability. Therefore, when analyzing the keys to creating a logo, it is important to remember that it must be able to adapt to an infinite number of sizes, formats (printed or digital) and different materials (paper of different textures, bags, plastics, etc. ) depending on business needs.
Therefore before completing the Logo design, ask yourself these questions: “Is my logo ready to be printed in one color? And in 2? Is it easy enough to be printed on a wide variety of materials and sizes (from ballpoint pens to very large banners)? Always remember!
Some time ago I told you that the first logo that came to mind was Lacoste’s. After a quick internet search I found an interesting article about the story of the charismatic crocodile that symbolizes the brand.
Frenchman René Lacoste was one of the best tennis players in the world in the 1920s. However, back then, tennis players used outdated clothing for their sport (shoes, pants, and some kind of sweater). The suit’s discomfort prompted René to adopt polo shirts as official attire, which quickly became a trend among athletes. After completing his studies in the early 1930s, he himself founded the company that today stands for excellence.
At the same time that he was renewing his style, René was nicknamed “The Crocodile” by fans and press. The exact reason for this nickname was never known but is believed to be due to his sportsmanship or a bet as explained by a Article in GQ magazine:
“The American press gave him the nickname ‘El Alligator’ in 1927 after betting with the leader of the French team for an alligator-skin suitcase at the Davis Cup (the most important tennis championship between countries). By the time he returned to France, “Alligator” had become “Crocodile” and years later Lacoste was forever known as the crocodile brand”.
True or legend, Lacoste’s history is interesting and its logo really adaptable: we are used to seeing it of different types and sizes on t-shirts, sneakers, perfumes, boxes, bags, etc.
A good logo needs to be designed to be that relevant in your market segment and also attractive for your target group. For example, children’s colors and fonts are great for children’s shops. Instead, it wouldn’t be ideal for a car brand.
It is important at this point to cite the case of the North American sports products brand Air Jordan, which was born at the time of basketball player Michael Jordan’s greatest success. The company logo includes all the points already mentioned and has also been engraved with the silhouette of the former athlete this move.
As you can see, the Air Jordan logo goes straight to the point and personalize your target audience (basketball players and their fans). If we look at the logo, we already know what it is.
However, you can give meaning to your logo without it necessarily being obvious. As? The font (letter) used in the logo and, above all, the colors applied to it convey a message.
Check out the infographic below to learn a little more about communicating color in logos and leveraging your brand!
Now you know how to create a logo for your brand, but if you want to go even further in your marketing strategy Brand, Remember that having your own online store will help you boost your business. That’s why we invite you to try Tiendanube for free for 30 days and start selling professionally online.