24th November 2020
The custom logo design has a big and significant impact on businesses. Customers who visit the website or physical stores for the first time will look at the custom logo design for about 6 seconds or more to form an impression of the company. That impression determines whether or not they want to get associated with the business. Remember while creating a custom logo design, you’re creating a visual identity of the entire business. Creating a custom logo design that includes the brand personality is one of the most essential things that a brand can do because the brand personality can help in conveying what the business is all about. The custom logo design will answer the following questions: who you are, what the brand does, and what the brand stands for, this all is summed up in one image that is the custom logo design.
Brand personality plays a vital role in developing and sustaining strong brands it’s a set of human characteristics associated and attached to a brand. To put it in simple terms, customers naturally ascribe human characteristics to the brands they follow online. For example, Dove, the cosmetics company, has a warm and feminine personality. Brand personality also refers to the personification of a brand. Brands’ personality is made when we see how brands stand out not only by how they position themselves in the marketplace but also by how well do they connect with their target audience. Customers want to see humanity within a business. Just like people, brands without personalities are simply dull and boring. Affordable branding services can assist brands to an extent. The affordable branding services can ensure that the image of the brand in the market is positive.
Take the brand Apple for a second, the personality of Apple is sophistication, power, innovation, passion. They emphasize powering people through technology. The Apple brand personality is also about simplicity and the elimination of complexity from their customer’s lives; producing people-driven product design; and about being a humanistic company with a heartfelt connection with its customers. Their products are classic, as is its packaging, software, and brand marketing. As Steve Jobs used to say “Simplicity is the ultimate sophistication”. Thus, it is important for brands to avail of affordable branding services, to create a sustainable brand personality in the digital marketplace.
Now we understand that brand personality is imperative to distinguish and identify the product in the market, now besides that, here are few other important factors as to why brand personality matters so much:
Jennifer Aaker, a behavioral psychologist, and Stanford professor determined a framework in 1997 which divided the personality into five dimensions, each containing a set of different aspects. These dimensions of brand personality are:
The Brand personality has to be expressed in all the branding endeavors, from the custom logo design to the website, to the tone of voice of customer service reps. To, make the brand come across as friendly, serious, or sophisticated, the brand itself has to adjust its branded materials accordingly.
Companies with huge popularity like Coca-Cola have a few essential things in common, and one of those things is, these brands have a strong and consistent brand identity. One of the most important elements of a brand identity is the logo, a simple visual representation of a brand or company. A logo can be a symbol and text combination, a standalone symbol, or standalone text like Coca Cola or FedEx. Custom logo designs are very important because they represent a brand as a whole, and they are the easiest recognizable part of a brand identity. The custom logo designs represent a lot of significant aspects of a company, such as its services, values, or personality.
Therefore, a custom logo design has to be simple, timeless, and memorable. Something that can still be identified at a large or small scale. A prominent example of a symbolic and memorable logo is the Nike logo, also known as the “swoosh”. The logo is simple, yet identified by the entire world, and its meaning is what makes it so unique. A brand’s custom logo design is a key element of brand image and appearance that makes up brand personality. It’s why logo design is as much a science as it is an art.
Here is how a brand can set the foundation right via a custom logo design.
Let’s begin with the graphical element of the custom logo design. This can be an illustration, an icon, or a pattern, or a symbol. Think about the famous logos you know, from Shell to Mercedes. There’s a wide variety of graphic elements that are used to create such timeless and memorable logo designs. These graphic elements represent the brand personality to the fullest. Take the example of Apple that uses a simple apple as its graphic. Burger King has a burger. These graphics are simple yet sets the brand personality right in the marketplace.
Some graphics are more conceptual and less precise. This refers to a pattern or a line. A great example of this is the Nike swoosh. When taken out of context, the swoosh is just a simple curved line, but now through years of successful branding, the swoosh has come to represent the brand, Nike.
Fonts tell a lot about the business. Fonts can convey feelings and personalities. Do not go for font overload, choose fonts that balance and complements the brand and the tone of the brand. Through this way, a brand can have design consistency without reining in brand personality. To choose the right typography for the custom logo design, think about the brand values and its personality. What adjectives does the brand wants its customers to use when they describe the company? These answers will help and guide to choose the typography. Do whatever you want to do with fonts, but make sure they’re legible. Further, try making them unique. Instead, try to work and find a unique font that conveys the brand’s personality well.
For example, Times New Roman is known for being stoic, professional, but can be a little boring. Comic Sans, on the other hand, is the classic font for more playful or youthful settings.
The third and most crucial element of the custom logo design is the color palette. The colors a brand chooses also carry and convey specific things about the brand’s personality. Thus, it is important to make sure they convey the right emotions and message. Color is indeed the most essential component of custom logo design, it requires a lot of forethought as to what colors a brand wants to incorporate in their custom logo design. Colors can evoke people’s emotions and subconscious. Therefore, think about the emotions you- as a brand want customers to associate with the brand.
It’s simply not acceptable to choose colors because you like them or they are your favorite. Choose colors that resonate with the brand and delivers the right message and values. For example, in logo design, the color blue is often used by tech brands because it comes across as friendly, authoritative, peaceful, and trustworthy.
Also, every color elicits different emotions. For example, the color Red represents hunger, love, passion but it also represents danger. Therefore, at the end of the day, a brand should think thoroughly and choose colors wisely.
Now that we have gone through graphical elements, typography, and color, it’s time to put it all together through a design. The most important thing here is the custom logo design style. The style has to match up with the brand personality. It is totally up to the brand what kind of design style they want. It could be Simple or Complex. Preferably, logo designs should be simple. Simplicity is what helps a logo stand up against challenges of time and what makes it replicable and easy to work with.
A brand wants its logo to be as clear and visible as possible while simultaneously reflecting the aesthetics and philosophy of the brand. For instance, the McDonald’s logo. It’s just a simple M. But the key here is that it’s in a unique font with perfect color that has turned into an iconic logo design over time.
Further, complex logo designs can be intriguing for customers. However, these logos requires a lot of cognitive loads and soon customers do lose their interest in the brand. But there are brands such as Unilever that have pulled complex logo design so effortlessly. Their logo is also a letter, this time a capital U. But it’s very complex because it has these tiny elaborative illustrations.
Make sure the Custom Logo Designs are flexible. Keep in mind that the custom logo design will be displayed on everything. From pens to billboards. Therefore, the design has to be scalable and versatile enough. It should look clear and clean on everything instead of looking pixelated. Design the logo for many variations.
We, humans, understand balanced designs as beautiful. A well-proportioned design will strike a balance between the various elements that make up the logo. Proportion refers to the weight of each of the element of the logo be in harmonious balance. From a practical perspective, the right proportions will make the logo whole and help it to make sense.
Symmetrical logos are balanced through equally weighted elements aligned on both sides of a centerline. On the other hand, asymmetrical logos can be balanced too, using opposite weights to create a composition that is not even but still has equilibrium.
The type of shapes and the angles of shapes have a significant impact and influence on the perception of a logo. For example, a circular logo is considered to be more approachable and comfortable than a logo with sharp angles. Researchers noted that a company that has a circular logo is perceived as more empathetic towards its customers.
Images are processed quickly in the brain, in as little as 100ms. That’s in the blink of an eye. If the brand is incorporating the images in their custom logo design, make sure they are consistent and coordinated with the brand personality.
Choosing and hiring a professional custom logo design services can be intimidating as all the difficulty dwells on the fact that the brand has to blindly trust them. It is important to convey the design brief to professional custom logo design services. The design brief that includes the following points help the professional custom logo design services to create a perfect logo that will resonate with the brand.
Another advantage of hiring a professional custom logo design service is that the logo design will not be a copy of the logo from another business. The professionals working at professional custom logo design services do take inspiration from someone else’s logo, however, they do not copy it.
The professional custom Logo design services start from scratch by bringing creative ideas to the table. Unique Custom logo designs created by designers begin with inspirations, sketching ideas, playing with colors, and exploring fonts, researching until they find the right one.
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