Starting up your own business online entails many levels of planning – right down to your logo design. Indeed, designing the logo that represents your brand should be given due attention and planning, given that it will be the singular image that becomes associated with your business. Furthermore, graphic design, web design, and logo design go hand in hand. You wouldn’t want to be stuck with a logo that does not cooperate at all with the color schemes of your web design. Of course, you wouldn’t want your entire design to rely on your logo either. So what aspects of logo design should you focus on when you plan your own (literal) brand image?
Your Logo as Your Image
What fast food chain do you think of when you see a loopy, red letter “M”? What clothes and apparel line comes to mind when you see an alligator logo? McDonalds and Lacoste spent years building up this association, but in both cases, their logo design was effective to begin with – McDonalds leveraged simplicity while Lacoste went for uniqueness. Another simple and unique logo is Nike’s curved check. Memorable, distinct, and a touch sporty even.
As a freelance web designer who offers services such as Edinburgh website design my advice is that your logo is your brand image – and that’s big. This means that this singular graphical item will represent your business in its entirety. All the positive and negative connotations will likewise be attached or associated to it. Naturally, your logo needs to be aesthetically sound. Simple enough to be understood. Easy to remember. This is because branding is constant, and your logo (image) should be everywhere. The first step towards this is to ensure that your logo is everywhere in your own branding network, from websites to landing pages to real world pamphlets, leaflets, and goods and services.
As a You need to ensure that with just one look, your logo is easily memorable. You don’t need to send a subliminal message, and you definitely can’t say something as complex as an entire slogan or marketing pitch with a logo (you can try, but it’ll be difficult), but so long as it stays memorable, association can come in later. In branding best practices, your business logo and a slogan or tagline usually comes hand in hand. Try visualizing the logo of Visa, and you might include their tagline “All It Takes” in your visualization without even intending to.
In an online environment, there are more ways to make your logo stand out aside from great logo design. There are more ways to reach your audience and promote your brand just by making your logo prominent.
Making Your Logo Prominent in Web Design
Making a brand logo more prominent in web design is relatively easy. Here are a few best practices to adhere to:
– Place your logo and preferred tagline or slogan on every page, preferably in a static location where it is easily seen and remembered
– Convert your logo into an icon and use it as a Favicon that shows up on the browser window title bar and the address bar using HTML code
– If it works with your website layout and navigation, allow your brand logo and slogan to “float” such that if you scroll down a webpage, the portion of your website that shows the logo + slogan group stays visible. This should be made to work on a case to case basis, as some websites would suffer in terms of navigation and ease of use if that portion of the website “floats” over certain parts of the webpage.
A few other things to consider: When you use your logo on other locations aside from its static place, make sure do not crowd it with other graphical elements. Give it enough space to be noticeable and easily memorable. If your logo design is typographical, avoid putting it together with blocks or chunks of text. Include your logo or a different version of your logo in special pages, such as 404 Not Found pages. It can add to your branding and user experience points if people see an apologetic word from your logo saying the page they were looking for wasn’t found.
Leveraging the Power of Association
Constant and consistent visibility is key to building up brand association, but that’s not the only sort of association you need to work on to successfully make a marketing or branding vehicle out of your logo design. You can leverage the power of visual association – especially in social media – to subtly suggest associations with your brand or logo.
Take Facebook for instance. Your Facebook brand page can use the Profile Photo section to feature your logo, and you can use the Timeline Cover to showcase your goods or services, or perhaps an image that appeals to the senses and that has a positive connotation. If your product were fine jewelry and you had an online store, for example, place your logo in your profile picture and in your Timeline cover, showcase your most beautiful jewelry pieces. If you have a website dealing with health shakes, again place your logo in the profile picture, and in your Timeline cover feature a delicious and refreshing image of a healthy shake from one of your recipes. This even adds a factor of seasonality if it’s summer.
The key is to always show the positive facets of everything you want your audience to associate your brand and logo with. Another great social networking site to do this on is Pinterest, where visual elements are used to proliferate social sharing.
The Bottom-Line for Logo Design
Designing a logo is a significant part of branding. If you plan it well form the start, and effectively make your logo constantly and consistently prominent in your designs online and in real life, you will eventually build up brand association. Make sure your logo design is simple, elegant, and memorable. It also helps to embed symbolism into your logo – have it stand for or symbolize what your business is. While in the early stages of your business, pitch in with visual association to make your logo even more memorable. Social media sites like Facebook and Pinterest are ideal venues for this.
Even if you run a small business, you will eventually find just how important branding is to your business’ growth. Right now, it might seem a bit much to plan all of this out just for logo design and your image, but it’s better to start off good from the start than revamp later.