Even though you don’t always notice the companies’ logos on websites, it’s still one of the essential branding aspects. Back then. You’d have to pay a professional artist or illustrator, have them create dozens of manual sketches, approve of the final vision, and only then bring it to your website.
Lately, the graphics design has been moving at an incredible pace. With tools like Wix logos and Canva, making a logo for your business in a matter of seconds has never been easier. Now, logo creation is not about describing how to do it, but rather, what to depict. Technical means are accessible these days - you need to make sure you have an idea.
Why invest in the website’s logo?
Even if you use a free service, time is still a valuable resource, and you can spend it on multiple things, rather than logo design. So why that? Well, the website can hardly exist without a logo - that’s already a reason enough. Open any other tab on your browser right now and look at the top right corner.
A logo helps the user to identify your company. When they open your page and need to remember what brand that was again, it’s enough to glance at the right top corner. The name of the company, thus, easily sticks to the user’s consciousness.
Whenever users feel confused on the web page, they only need to click on the website’s logo to return to the main page. It’s an unwritten rule of web design, and all web pages are following it to a T.
If you don’t have a logo, your users miss out on additional help throughout their online experience. Your logo works as a compass, showing the right destination - it’s best to have it then.
The application is not limited to web content
The placement of logos isn’t limited to the right top corner of the web page. It can and should be used in advertising, packaging, merch, and custom business printed souvenirs - cups, calendars, etc.
It’s a long-time investment that will pay off regardless of the chosen promotion medium. For as long as your company is working, the logo will serve its purpose. It’s one of the most lasting branding aspects; hence, it’s worth to keep the bigger picture in mind.
Additional logo functions
The logo keeps your company’s content safe, among other things. By placing the custom image and font on your photos, videos, graphics, you identify your authorship and prevent materials from being copied without a mention.
Also, a logo differentiates the brand on the market, helping to stand out from the competition. When you only start taking a logo to the market, you need to build its reputation - after that, its status will work to your benefits.
On top of that, it’s a certain guarantee to your customers. You promise that all products, marked by your logo, offer a high level of quality and personalization. That’s how clients know that they can trust you and expect the same level of quality every time. When the branding strategy is kept consistent throughout the years, clients learn to associate symbols and fonts with particular product’s characteristics.
A logo is the central element of your branding strategy. It’s a cornerstone of your brand’s artwork, website content, advertising, and publicity.
Three types of modern logos
Pepsi brought the text back to its logo recently. The company felt like there was a need for increasing the audience's awareness - and that’s hard to do if you only communicate through imagery.
How to execute an image logo
Creating an image-only logo is more complicated and more expensive than opting for pure text or combined options. You need an image that would resonate with a customer well enough to substitute the brand’s name.
Such a task requires a skilled designer, a clear creative vision, and a thorough A/B testing with an impeccably assembled focus group. Successful cases of such graphic icons are Mercedes, Apple, Mitsubishi, and others - these are mostly big companies.
Text logos, however, take more space on the page and tend to get outdated quickly. Even in a few years, the audience’s requirements for fonts have changed tremendously. Serif fonts are slowly but surely fading into the past, and causal, curvy sans serif typefaces are taking their places. Netflix, BBC, and Samsung chose to redesign their logos recently to adapt it to modern requirements - and they might repeat the process soon.
How to create a logotype?
The execution is more straightforward than that of an image-only logo. All you need is an experienced graphics designer who’d make a custom font or find a suitable option from those that are already available. Creating your script is not required - you can combine the elements of existing typefaces and buy the usage rights for one of the available fonts.
The examples of successful companies with logo fonts include CocaCola, FedEx, and Disney, among many others. Many digital businesses opt for text logos because multiple OSs and lightweight support them.
3. Combined logos
The most popular type of logos online and offline are the combined versions with both text and a graphic icon. It’s the most applicable logotype - when you have more space on the page, you can use the full version. The image-only version is used in limited space and during the communication to loyal customers.
You can vary the usage of the logo depending on the medium, and campaign. The specifics or your target audience also influence the choice - the younger audience is likely to prefer images while older users will recognize the font easier.
Some of these text fonts go as far as to inspire many additional fan-created fonts. A fantastic example of such a tendency is Disney - its iconic script was replicated multiple times. Some of those, like the Walltograph font, even manage to become one of the most used fonts for creative projects out there.
How to create a combination mark?
Define which element is prioritize in your logo and emphasize on it.
5 Tips For Creating A Memorable Website Logo
Let’s take a look at the best practices of logo design and analyze DOs and DONT’s of the process.
1. Start by analyzing the market
The purpose of any logo is to help the brand stand out from the competition. Creating such a logo is impossible unless you know exactly what kind of design techniques your customers are using. To get a clear idea, you need to go through dozens of websites, available on your market, and notice the positive and negative aspects of your competitors’ branding.
2. Lean towards simplicity
Regardless of the chosen type of logo, remember the ‘less is more’ rule. Instead of aiming to deliver various design gimmicks at the same time, pick a single technique and build your style around that. If you combine images and text, make sure that they harmonize well.
The great example of such stylistics is Pepsi - look how nicely the shape of letters complements the icon.
4. Stick to classical colors and shapes
A recent font study showed that the most successful brands use grey, white, blue, and black colors. No surprise here - these colors are easily harmonized with any backgrounds and mediums.
An additional tip: brands usually have clear guidelines on where to use the logo and how to apply it to different backgrounds. If you create these requirements early on, you’ll establish a cohesive aesthetics on your advertising materials.
5. Apply the golden rule of three
Using more than three colors in a logo is a bad idea. Not only you want customers to associate your brand with 1-2 colors most of the time, but also it makes the image much less universal.
Experiments with shapes usually don’t lead to great results, either. The majority of brands prefer polygons - they are easier to locate on the page. About the third of all logos are circles - that’s a more old-fashioned shape.
The final tip
You want to disrupt the filed and you are working in and surprise your audience. Still, it’s nice to respect the laws of the industry that you are working in and respect the habits of a potential customer. A premium brand usually doesn’t choose the casual rounded shape - but a newly founded tech startup might.
When you start designing a logo, think about your business’ key advantages. Consider the favorite aspects of your audience and try to reflect them in your work. The logo is the brand’s face, and it’s a great chance to help the audience to know more about the company’s mission and values in a subtle way.