Your logo is more than just a visual representation of your brand-its the face of your business, the first impression you make on your audience, and the foundation of your brand identity. But with countless options available, how do you know you’ve chosen the right logo for your brand?
Beyond aesthetics, it’s important to consider a myriad of factors that go into crafting a logo that truly speaks for your brand and reflects your brand’s values, personality, and identity.
Choosing a Colour
Colour plays an important role in the perception of your brand. This is because meanings are attached to colours and they help create perceptions when attached to a brand.
Imagine creating a logo for your food restaurant, and instead of using colours like red, yellow, or green which are linked to food and would appeal greatly to the senses and stimulate interest, you use the colour purple. This would most likely not resonate with a lot of people because there are hardly any meals that come to mind when the colour purple is mentioned.
As stated here by marketing specialist, Bailey Maybray, choosing colours that align with your brand’s personality and would create a good perception of your brand. The colour blue and colour, for example, represents credibility and confidence. For this reason, most tech companies use the colour blue in their visuals and they have been proven to be a success.
VR&C Marketing also known as VRC MKTG worked with a tech-financial company called Smart Systems whose main colour was green because they were involved in financial activities. This, however, did poorly to attract their desired audience to their platform. With our knowledge in colour psychology, experts at VRC MKTG turned their logo around and made it more up-to-date and targeted so as to attract the right audience and build a high level of trust in the public eye.
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Remember Your Brand Values
Your brand values are what you stand for and remembering this will help you select the right shapes and symbols to inculcate in your logo.
A great example of our clients whose logo represents their values in Nyali. Nyali is an NGO that was created with the idea of building a safe mental health space for women. In their logo, the adinkra sign ‘duafe’, which is a wooden comb, was used in the ‘Y’ and ‘A’ to symbolise femininity and also the loosening of thick hair strands.
The use of the comb further symbolises the lessening of stress and anxiety that comes from the demands of being a woman in an African society.
Nyali’s logo
Consider Your Brand Tone
Your brand tone reflects your personality and characteristics. Whether your brand is friendly, professional, or authoritative, it has to be reflected in your logo.
Our client Rise Radio in Sierra Leone has a very light-hearted personality. Their brand is known for staying away from heavy, controversial topics and sharing light, entertainment topics on their platform. For this reason, their logos were created using pastel colours, rejecting heavy, deep colours and using minimalistic colours for their logo.
Rise Radio’s logo
Other Things to Look Out For!
Don’t forget the technical side of creating a logo like its scalability, that’s why it’s highly recommended to hire a professional graphic designer. You need to make sure that your logo can be consistent when resized without losing its quality.
Aside from that, make sure you have the right colour codes from your graphic designer. Colour codes are the unique identities individual colours have and without them, it is easy to mistake similar colours for each other. You need to make sure that your burnt orange logo colour isn’t mistaken for a bright orange and that whether your logo is printed on a business card or displayed on a website, the colour is still recognizable.
In the midst of all these, you must remember that creating a great brand identity is far more than just creating a logo. The logo is just your foundation—you need to consider the brand messages, experiences and storytelling that would resonate with your audience, differentiate you from competitors, and stand the test of time. So stay true to your brand’s values, and never underestimate the power of being authentic and consistent with your brand.
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