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The Basics Of Logo Design

Writer's picture: Shay McCulloughShay McCullough

A unique and memorable logo is vital for making your business stand out. Your logo becomes more than an eye catching design. It becomes an effective tool to build a trustworthy brand identity for your business. A well-thought-out logo truly can contribute to the growth of your business.


Your logo design is an essential element for running a business in today's competitive world. As your company rivals well known businesses, it is important to make yourself stand out. It's no secret that communication skills are vital in the business world, and your logo can be one of the most important communication tools. Visuals like logos, graphic designs, ads, content, etc., allow businesses to instantly connect with their audience. Research shows that businesses who put extra effort into creating a strong visual brand identity are more successful in the long run.


A company's logo is everywhere, and serves as their core brand identity. Your logo is featured on your products or services, websites, brochures, graphic designs, and all of your marketing materials. Your logo makes it easy for customers to identify your company’s products. There are main principles that McCullough Marketing follows when creating your company's brand:


1. Know Your Target Audience

Who are the target customers for your product or service? When designing a logo, it is important to define your target customers and consider what attracts them. You can pinpoint who the customers looking for your company's products or services through surveys and research. Your logo can then be designed to include elements that stand out to your specific audience, rather than a logo with no direction or meaning.


2. Take a Look at your Competitors' Logos

Your target client already has a number of other businesses working hard to please them. Because of this, it is important that your company stands out. You don't want your logo to look similar or be confused with another brand. Comparing competitors' logos can help you avoid using the same colors, fonts, shapes, and icons.


3. More is Less

Keep your design simple. One of the basic requirements of a great logo is simplicity. The best logos are those that give an instant and direct sense of your business. Logos should be clean and uncluttered. Because your logo will be used in so many different formats, platforms, and sizes, it's easy for intricate details to be lost. A strong logo will have elements that are easily identifiable and communicate your business identity well.


4. Use Colors Strategically

Your logo design should be attractive, and a clever use of colors can make your logo stand out. Colors have the interesting ability to evoke our feelings. Red is associated with aggression, love, energy, and passion. Blue is associated with intelligence and friendliness. Pink can symbolize femininity or tenderness. Yellow can represent hope or freshness. Green often represents nature and health. In addition, your logo should always look good on black and white. Thinking through what feeling you hope to evoke in your customer in order to sell your product or service will help you choose your logo colors.


5. Pick the Right Font

Similar to colors, fonts are an important part of your logo. Your logo's font is part of what gives it personality. Different fonts can portray your company differently. Classic lettering can make your brand seem trustworthy, while serif fonts make your company seem formal and strong. The use of multiple fonts should be avoided, as that will make your design feel directionless.

Because the design of your logo is so important, it can often seem like a daunting task. That is why McCullough Marketing is here to help with all of your logo needs. We work with you every step of the way to make sure that your logo is just right. Contact us today to get started!


Shay McCullough

McCullough Marketing



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