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The goal of a logo on a brochure is to perfectly represent your brand to your target customers and differentiate you from the other companies out there. When someone looks at your logo, they should be able to determine if they want to buy the product and if they want to buy it from your company. Following the principles of logo design will help with that. But designing a logo can seem overwhelming, where do you begin? Here are some of the rules of logo design.
- It should be classic and timeless
Your logo should be classic like Microsoft but not ornate or look like it should be a team mascot for an indoor football team. Look at some of the biggest companies in the world, they spend billions of dollars on their brand, right from designing their logo to studying their target group and testing their products on endless variations, some of these are the shell logo, FedEx logo, Nike logo, AT&T logo, Playboy logo, IBM logo, and more. A great brand is professional and effective.
- Your logo should mean something
In brochure design, there are design elements in the text or an image that sits next to the text. Your design elements should connect your customers to what you do. For example, if you are a mortgage company, it might seem cliched to have a house as a logo but if you find a creative way to incorporate a house in somewhere it would be great. Check what FedEx did with the negative space arrow facing right between ‘E’ and ‘X’.
- It needs to be scalable at any size
This is one issue a lot of designers face with a company brand logo. Generally, you won’t see a company logo anywhere else besides the site, social handles, stationary, and a few pieces here and there. Which means that it’s never larger than a few inches. Most beginner or amateur designers will show a client a logo at around 5 to 7 inches so they can know what it looks like and accordingly adjust the colors, shades, and other details but if you can’t read the logo at 2 inches, it will be a problem. Work with a reputed eCommerce website design company to create your logo, which needs to be readable from small to big.
- It should work in black and white
A classic logo should not lose any meaning when you remove the color, take the color off any of the most famous logos listed above and see if the meaning is also removed. Classic logos will still be recognized even if they are in black and white and that is how your logo should be. Every logo needs to have a strong design and brand to it and it should be able to convey the message of your brand to your audience, not the color. A good logo design will be able to enhance and reiterate your brand no matter where it is. Keep this in mind when you design it.
The Bottom Line
Your logo reflects your brand’s voice and face and it carries a lot of responsibility with it. It is the first thing a customer will see when they come to your website or buy your products and it should be memorable. When it comes to fast-moving consumer goods and products, some of the most famous ones are highly memorable in the minds of the consumers and they will be able to name the brand just by seeing the logo. Use the above logo design principles to guide you when creating your next brochure logo design.
