Using contrast in your logo design can help you improve readability and stand out from the crowd. For example, contrast grabs your customers' attention because darker colors help lighter colors stand out. Contrast comes in many forms, but one of the most common is a split design that creates contrasts with different shapes.
Show, don't tell
You have limited space when designing a logo for your brand, so you won't be able to fit all of your key messaging concepts in the design. Therefore, you can show your customers what you do instead of telling them. For example, if you're a pet company, you can use an icon of your most popular pet toy or a specific type of pet you create products for.
Additionally, don't be afraid to create your own icon. Buying icons online or using free icons will not help you stand out from the competition, especially because any business can use the same icons, making it confusing and distracting for customers. Instead, create unique icons that communicate your brand to your customers.
Keep it clean
Your logo must be easily recognizable, especially from a distance. Therefore, keeping your logo clean by using the blank space can improve readability by using a more minimal design. You don't need to use all of the space you have available. Instead, focus on a clean image and different shapes you can use to create that image. Keeping it clean can also help you use the white space you have to make it easier to put your logo on different marketing materials since there's no need for your logo to have a background.
The colors you use on your logo will be your brand colors, so you must choose them wisely. If you create a logo with blue and suddenly change your website design to green, the colors may not evoke the type of emotions you want them to from customers. Keep your color use to a minimum and only use up to 3 different colors in your logo. If you want to keep it simple, consider using a monochromatic logo that allows you to use different shades of the same color to create contrast.
Continue to make improvements
Don't be afraid to experiment with your logo as your brand grows. Depending on the success of your business, you might need to rebrand, which would include creating a new logo. Over time, businesses change, and their customers change, so you might need to update your logo whenever there's a major change in your business structure. Of course, when rebranding your business, you should never make too drastic a change that can scare existing customers off. If you plan to upgrade your logo, do it slowly to see how your customers react.
You should always have at least one logo with text. Of course, you can have different versions of your logo, including one with text and one without, to see how strong your visual branding elements are. When you use text in your logo, experiment with the different cases to see how they look next to your other design. Uppercase logos look much different than lowercase logos, so what you decide will depend on the tone your brand is trying to create.
Play with sizes
If you're using an icon, consider how making it larger or smaller will affect your logo design. A small icon is difficult to read from a distance and might look like a blob, so it's always best to make it as large as possible as long as it balances with your text.
Consider your audience
Sometimes, business owners and logo designers forget to consider the target audience and design logos they like. However, when designing your logo, remember it's not about what you like. Instead, your logo must communicate your brand identity to potential customers. Knowing your target audience and what they're more likely to engage with can help you create the best logo design for your business. For example, if you sell mattresses, you'll want the logo to make someone think of comfort and relaxation.
Make text readable
It will be tempting to use a funky font when designing your logo to ensure it stands out. However, some fonts are difficult to read, making your logo appear blurry and confusing. Your fonts should always be web-friendly because your logo will appear on digital mediums like your website and social media.