Great news! Your idea works, you have a manufacturer and a distributor lined up and your product is going to be on its way to market! But wait: How will potential customers first encounter it in the store and distinguish it from all the other products on the shelves?
It's time to focus on the marketing and branding of your product, which includes one of the most essential assets you will need: a logo.
A logo is a customized image or design that represents the identity of a product or business. When it comes to presenting your big idea to the world, the logo becomes the face of your brand. It will be permanently associated with your product throughout all the marketing and advertising efforts you undertake.
So what makes a logo a logo? And what makes one successfully showcase your great idea? Logos combine images and often text into one design. They consist of carefully chosen fonts, colors, and shapes that are unlike the logos of any other brand on the market. The goal is to visually communicate some key characteristics of your product in a simple yet memorable way. But above all, the purpose of a logo is to help consumers identify your product.
The most successful logos become immediately recognizable and inspire trust and loyalty. They are graphic, versatile, and scalable. Here are 5 tips for creating a winning one.
Be unique. As we said above, the purpose of your logo is to help people identify your product. This means it needs to be both distinct and memorable. Next time you walk down the aisle in a store or flip through a magazine full of ads, pay attention to the logos that grab your eye. Straightforward icons can be too similar to existing logos—consider how many arrows, globes, and stars must be out there representing the millions of companies and products around the world.
Another trap first-time logo creators often fall into is relying on literal representation or visual cliches. Your logo doesn't need to say what your product does—if you've designed an amazing new portable coffee maker, your logo doesn't have to feature a coffee cup or coffee beans. Think of the Starbucks logo: It's memorable because it isn't what you would expect. If your product is a revolutionary cleaning product, your logo shouldn't feature a mop or broom or sponge. Consider the Nike logo, which is recognizable without communicating anything about the physical appearance of their products.
Design with scalability in mind. The first place you probably imaging using your logo is on the front of your product's packaging. But your design needs to be versatile enough to appear across different mediums and at different sizes. A strong, adaptable logo looks just as good on a tiny instruction pamphlet as it does blown up on a giant in-store display banner. If you lose too much detail as your logo shrinks in size, it isn't simple enough.
And while color is a powerful tool in logo creation, your logo should also be able to be reproduced well in black-and-white and in one color. From a technical standpoint, logos designed in vector format have the most flexibility in scaling between sizes without any quality loss.
Make it lasting. Have you ever seen an old commercial for a product from the 1990s—and known immediately that is was from that decade? You want your logo and branding to stand the test of time so consumers think your product will also stand the test of time. Classic, timeless designs feature balance, clean lines, symmetry, primary colors, and neutral typography.
Speak to your audience. Remember when we talked about defining your target audience? Here's another instance where you will need to know the primary consumers to whom you plan to sell. Your logo needs to fit the chief message of your product, but it also needs to be appropriate for your target audience. Every element of your logo should be researched for meaning and considered with that specific consumer in mind: colors, symbols, fonts, images, etc. If they don't resonate with your core group, your product won't be as memorable.
Keep it simple. This is the cardinal rule of successful logo creation. All other essential characteristics follow naturally from simplicity—ease of recognition, versatility, timelessness, and memorableness. Your logo can achieve a strong, unique graphic presence without being intricate or complex.
Idea Design Studio has had enormous success producing custom original logos for our inventors. Learn more about how we can help give your brand a strong visual identifier and handle all of the details while you work on the big picture. Call us today at 888.864.1780 for more information.