Looking to create a logo for your eCommerce site? Thinking about rebranding and creating a new logo altogether? That’s great, just be sure to take a strategic approach in doing so. As simple as logos may appear in theory, there are many principals to consider when designing one. After all, a logo is a quick representation of your brand. Despite having very few components, logos communicate a message about what you do, and what your values are.
Here are some elements we strongly recommend you keep in mind:
Before you even get to the drawing board, you have to determine how to proceed by laying out the foundation. For example, are you familiar with the logos of your competitors? How is it working for their branding? How are you different from them, and how can you make it show in your logo? What do you want the personality of your brand to be like, and how can that come across in your logo?
This sounds like a given, but hear us out. You may be tempted to have a beautifully detailed logo, and while that may look great on signage, it won’t be ideal for icons or thumbnails. For most companies, it’s best to take a minimalistic approach in logo design. It’s helpful to take different logo styles, and shrink them to determine whether they still look presentable.
Brand identity has a close relation with typography. While you may desire using a font that looks unique and original, you would also have to factor the legibility in all sizes/formats, and the message it sends across. After all, some fonts can be perceived as serious business, while others appear more fun and youthful. Bear in mind that the size of the font plays a role in the legibility of the logo itself. Also, keep the text away from any images you might choose to use. It provides a cleaner look.
Most of us have already aware of how colors affect branding and even purchases. For example, red is typically used to demonstrate urgency (usually for clearance items,) and blue is associated with trust and security, which is why many financial services use it. Black is typically used to market sleek or luxury products, and pink is (obviously) commonly used to market feminine products. If you end up using multiple colors (which generally isn’t advised,) see how your logo would look when printed in black and white. You might be surprised to find it may not be perfectly legible. And don’t be afraid to incorporate negative space into your logo, as it places emphasis in the elements around it. A good understanding of the color wheel is also helpful, as contrasting colors work wonders in drawing attention. The Heineken and Ikea logos serve as great examples of complementary colors benefitting a logo. The McDonalds logo serves as an example of an analogous color scheme, because it only uses warm colors.
If you decide to add an image to your logo, be sure it represents your brand and/or your products. If you choose to go the route of using simple shapes, bear in mind that even those convey messages. For example, circles signify time, continuity, and community. Squares and rectangles are like pages. Triangles can mean many different things based on the direction they are pointing, from hierarchies, to play buttons, to moving forward/backward. Also, try to steer clear from adding unnecessary elements such as shadows into your image. Such details only end up creating display issues.
Avoid adding words, such as taglines, into your logo. Factoring the points above, you will understand why. It won’t be minimalistic, not would it be legible in small sizes. We understand the desire the share the fact that you have a great selection, are known for XYZ, have the best deals, and are trustworthy- but save that stuff for other forms of marketing copy. You can drop that in email signatures, newsletters, your website header/footer, and more.
Once you have a few designs set it place, show it to other members that are inside and outside your team for their thoughts. You might be surprised by the feedback, especially if you accidentally missed certain elements that can be taken in a way that isn’t intended.
Keep these basic principles in mind as you create/recreate the logo for your website. Not only would your logo contribute towards your branding, it will also help increase conversions. Good luck!