Branding is essential for all businesses, and whether you’re creating branding for the first time or are rebranding, your logo is the centerpiece of your brand. With so much of the business world relying on the Internet, it’s essential that the logo on your website makes an impression. Furthermore, your logo serves as a foundation for building other elements of your branding, so it’s important to design it correctly the first time. Here are five things to think about when creating a logo for your new website.
Diverse Screens
One aspect unique to online logo design is the fact that people are going to view it on screens of all sizes. While computer monitors typically have somewhat similar resolutions, smartphones and tablets have much smaller screens, and your logo must look great on all of these devices. Again, simplicity matters, as your logo should look great and read easily on small smartphone screens, and a clean design ensures that it stands out.
You’ll also want to make sure your website handles varying sizes well; your logo shouldn’t take up the entire screen when viewed on a smartphone, for example. This often requires responsive web design practices. Similarly, make sure your initial image of your logo is large; having a logo that looks pixelated on large screens can make your company seem unprofessional.
Logo Design 101
Many of the elements of great logo design are the same as they’ve always been, and the logo on your website should reflect these principals. Your logo needs to be memorable; a logo that looks too similar to another one won’t leave an impression on current and potential clients or customers, especially if it’s similar to a competitor’s logo. Take the time needed to investigate other logo before settling on a design.
Next, it’s important to balance uniqueness with simplicity. The world’s most famous logos offer a clean and simple look, and trying to fit too much into your logo will make it difficult to remember. Many logos have a clever visual gimmick as well, but prioritizing a clean look over cleverness can help you ensure that you have a compelling logo.
Printed Material Still Matters
Although businesses are increasingly moving to paper-free practices, paper still plays an important role for most companies. Your logo should look as good on paper as it does on a computer screen. This is especially important for companies that advertise offline. Most companies also use logos on letterheads, so make sure you print your logo out before deciding on it.
Your logo is likely to be printed in black and white, and many logos look poor when they lack color. If your design simply doesn’t work without color, make sure to create an alternative logo that captures the basic look of the one you’ve decided upon. Note, however, that some elements, such as rainbows, simply don’t work without color, so adjust accordingly.
Comprehensive Branding
While your logo is the cornerstone of your branding effort, it’s not the only element. Your logo should fit in well with other branding elements to provide a cohesive for your company. Ensure that your website’s graphical elements work with the colors in your logo, as mismatched color schemes can cause visual clutter.
Many companies revamp their websites when deciding on a new logo, and it’s often best to design both elements together. While your logo can inform your website design, the converse is true as well; if your website looks great, consider whether elements of it can also work with your new logo.
Longevity
One of the most difficult elements of design is determining which new trends will offer timeless appeal and which are merely fads. Logo redesigns take a considerable amount of time, and companies typically can’t afford to create a new logo to match contemporary design sensibilities too frequently. While it’s impossible to predict the future, try to avoid elements that might seem overly gimmicky or outdated in the near future.
Similarly, remember that branding takes time to establish, and the cost of switching to a new brand and logo means you have to reestablish your brand. When creating a website and picking a logo that will eventually need to be replaced, you’ll have to restart this effort. Of course, there’s no way to know whether certain aspects of your logo will maintain their charm over time, but it’s worth consulting with experts before making a decision.
When people think of businesses, they typically think of their logos, and your company is no exception; a strong logo helps you establish your company in the minds of current and potential customers. However, designing a logo also lets your business establish an identity, and taking the time to do it right can be rewarding. Make sure to test your logo thoroughly when creating a website for your business, and feel free to bring in family and friends to ensure you get it right the first time.