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Making the Most Out of Your Logo Design

Whether you’re creating a brand new logo for an existing business or a new brand logo for a start-up, creativity and simplicity are key aspects in designing a successful logo. Your company logo is your visual identity, and although it doesn’t define your brand it does represent it in a huge way. With these tips we hope to give you a nudge in the right direction towards creating a powerful and relevant logo design. When choosing an agency to create your logo design, make sure you select a firm with experience in design and marketing, such as J.M. Field Marketing. Together these elements will help promote your brand through a unified image, whereas apart you may end up with a picture or elaborate text that will get lost in the massive world of logos. Once you have selected a qualified company, it is important to communicate your ideas and vision to your graphic designer. Although they are the experts on the creative end, only you know your business and taste best. Telling them exactly what you want will help the designers translate your ideas into a distinct and market-friendly logo.

Next, do your research. Look at your competitors and the logos they have present in the market. What do you like about them? What don’t you like about them? Remember, you will need to create a logo design that stands out from these, but by determining what they are doing right and wrong you will have a better understanding of what it is you are looking for.

Your brand’s logo should be ageless. Although you may be tempted to follow popular trends that seem to attract a wide audience, creating a timeless logo will ensure your image will last throughout the decades, and not just the next few years. Coca Cola has perhaps the greatest example of a classic and enduring logo. Think of your logo as something similar to a Facebook default picture, you want to look good and incite curiosity at the same time in order to urge your followers to not only remember your brand but also to find out more about you. However, they’re also like your wedding pictures, you want something simple and original so you don’t look back at your logo 5-10 years down the road and ask, “What was I thinking?!” It isn’t easy, but finding a happy medium between modern and classic will allow your logo to last throughout the ages.

You must also make sure your logo design is versatile. The image or text that represents your organization will appear on a variety of mediums, from business cards and promotional items to billboards and websites. If it does not translate well into all sizes and colors it will not have the greatest possible impact.

When it comes to design, you don’t need a graphic image to have a successful logo design. Some of the greatest and most memorable logos are simply text, for example Facebook and again, Coca Cola. However, some brands have taken creativity a step further and utilized the negative space in their logo design to create a hidden image. For example, in their logo, FedEx has not used a distinct graphic image, but if you look closely you’ll see they have utilized the negative space between the “E” and “X” to create an arrow.


Like FedEx, many brands have incorporated a hidden picture in their logos as a way to spark interest or integrate an important business element. Take a look at the examples below. Can you see the hidden images?

Brox Zoo Img

The Brox Zoo has used the negative space between the legs of the giraffes to incorporate the tall buildings found in the city.

Aussie Yoga Img

The Yoga Australia logo has utilized the negative space between the woman’s back leg and arm to include an outline of the Australian continent.

Spartan Img

The Spartan Golf Club has incorporated two images into their logo design. The first is the golfer in mid swing. The second is the face of a Spartan, using the swinging golfer as the warrior’s profile.

The level of creativity in your logo design is left up to you and your designer. It is important to keep in mind that your logo is designed for your clients, not you. Even though you may love unicorns, they may not be relevant to your business or audience. By constructing a logo design that is memorable, distinct and geared towards your target audience, you are sure to have a brand emblem that will greatly impact those that are most important to your organization’s success.

Images courtesy of Stock Logos

Making the Most Out of Your Logo Design was last modified: January 5th, 2015 by Kirsten
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