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Logo Design: The Ultimate Guide for Entrepreneurs, Founders, and Business Builders

Updated: Oct 16, 2022

Logo Design: The Ultimate Guide for Entrepreneurs, Founders, and Business Builders

Logo design has been around since the dawn of civilization, and it's one of the oldest forms of graphic art. From cave paintings to ancient Roman mosaics to Renaissance-era paintings, logos have been used throughout history to make positive impressions.

In the digital age, logos have evolved into much more than just a symbol, and company identity has become just as important as products. Logo Design is an art and a science that should maximize your brand's impact, revenue, and prestige by producing a symbol representing everything you stand for.

So, if you're considering a business logo, it's important to understand that there's more to creating a logo than just choosing a cute font or a free stock image. Effective logo design draws in customers, associates your brand with a product or service, and builds customer loyalty.

A Logo's Role in Growing Your Business: Do Logos Really Matter, or Are They Just a Formality?

A good logo makes you feel good about your business. But is that all it does? Or can it help you make a tangible difference to your bottom line? This question can dictate how startup founders and entrepreneurs lean when selecting a logo.

A logo matters in three crucial ways: enhancing recognition, brand recall, and positive feelings towards your business. These factors can help (or harm) medium-to-long-term profits for your business. Poor logo design impacts short-term gains the most, which can hurt your bottom line.

Let's explore each of the aspects in which a logo can affect your business. We'll consider what happens when you pick a good or bad logo.

Brand Recognition

It is almost impossible to check a box even in an application paper without thinking, "Just Do It." That's because of Nike's brand recognition. While the company's logo is simple, it has been slapped across enough ad campaigns, billboards, and products, to have higher recall value than many celebrities' faces.

Your logo can be a celebrity.

If you nail the logo, you have the opportunity to turn it into an envy-worthy brand. But for better or worse, we like celebrities who look good. And for the most part, we turn people into superstars only when they look good.

If your logo doesn't look or feel good, each advertisement you attach to it leads to some dollars or cents getting wasted. Your logo is even more critical if you're in fashion or any consumer item business. Why? Because an ugly logo can make your products unappealing.

Look at Balenciaga, Louis Vuitton, Apple, and Mont Blanc. These brands' logos have become value-builders. And all of them are objectively beautiful. If you didn't know of these brands and saw one of their logos or monograms on a poster, you would like it.

To maximize your brand's potential, you need to select a logo that is objectively appealing yet unique. This is no small feat because 137,000 new businesses are started each day!

Brand Recall

As mentioned earlier, a good logo can become a celebrity. People like to take selfies with Tom Holland, and they want to take mirror selfies that show off the Apple iPhone logo. When it comes to brand recall, the same principle applies to celebrities and brand logos: simplicity rules.

The biggest celebrities in the world are distilled to a single idea or even a tagline. Michael Jordan became 'Air Jordan,' synonymous with flight. His high-flying dunks are etched in the memories of those who lived through his era.

Floyd Mayweather couldn't compete with Muhammad Ali's legacy, so he created his own category: Money Mayweather. He's known for being one of the highest-paid boxers of all time. These celebrities are humans with hobbies and interests that we don't see because their public persona is simplified for instant recall.

The same principle applies to logo design. Nike, Mont Blanc, Apple, Android, Adidas, Google, and every other easily recognizable logo in the world is as simple as it can be while preserving its uniqueness.

In fact, if you look at the earlier iteration of each logo (especially Apple), you will realize a fascinating theme: as the number of global brands increases, market leaders are further simplifying their logos.

Complexity is necessary to the extent that it sets you apart from every other logo. After that, it only works to reduce the memorability of your brand. A logo too complex is a logo forgotten.

Positive Perception

Finally, we come to the most important way a logo helps your new business. While recognition and recall are valuable to businesses, it is a positive perception that helps a new business. How many times have you walked into a new store just because it looked good?

How many times have you scrolled a little longer on a random Instagram post because the subject was beautiful? It often happens that we get interested in whatever makes us feel good, even if temporarily.

If your logo looks beautiful or invokes positive feelings, it gets a higher priority in buyer consideration. And if we continue with the celebrity metaphor, the comparison is simple: pretty people get cast more often.

Getting A Logo: Your 4 Options (And Why #4 is the Best...)

Now you know what your logo broadly needs to be. It must be visually appealing, simple, and aimed toward a positive emotion.

So, let's explore your options.