We have worked with our Senior Web Designer, Mathew Dobson to compile a guide that will help online merchants determine what kind of logo they should be looking to create. This guide is designed to help both business owners that are looking to create a basic first logo themselves, and those looking to take an idea to a professional.
Why is my logo important?
A logo is a pictorial representation of your shop. Although a brand is a lot more than just the logo; it is one of the first things a customer of your website will see and will have a strong influence on how a first time visitor will view your shop.
ekmPowershop Senior Web Designer, Matt says: “Having a good logo is essential. It will ensure that you stand out from competitors, help to attract new customers and make your business memorable for loyal and returning customers. As a designer one thing I have learnt is that people can and will notice a poorly designed logo, regardless of if they come from a design background or not. Whether it will deter them from a website is subjective, but would you want to take that risk? A well designed logo will encourage a viewer to want to learn more, which in the case of ecommerce may result in a sale”.
What type of logo is best for my business?
It’s a great starting point to have an idea of what types of logo can be produced. Below we’ve compiled a list of the five main types of logo and what benefits each one has. Some are practical and a more achievable goal for first time creators whereas some are better suited to established companies looking to bring a logo that falls in line with a particular brand image.
Most suitable: New starters or business owners creating a logo for the first time.
A wordmark is a text only version of a logo. The text is styled using a unique font (that has often been created especially for the business) and is almost always the name of the company. A wordmark is one of the most suitable types of logo for a company that is just starting out because it clearly displays the name of the company, ensuring that customers remember it. A wordmark will also work well for a business that has a distinctive or short name.
Most suitable: New starters or businesses with a long name.
A lettermark is a text only version of a logo that uses the initials of a company name rather than the whole name. A lettermark carries similar benefits to a wordmark; as abbreviations are memorable for businesses looking to become recognisable.
Brandmark (Icon/ symbol)
Most suitable: Larger companies or companies planning to grow as a brand in the future
A simple icon or symbol used alone to represent a business name that often becomes a recognisable representation of the brand.
Combination mark (Text and Symbol)
Most suitable: All
A combination mark (a brandmark and wordmark combined) is a handy way to use a business name and icon together make use of the benefits of both different logo types. The two can also be split apart (into text and logo) to suit different purposes. Having this kind of logo designed can take more time and cost more money, but give a business owners a versatile and professional logo. Combination marks are also easier to trademark because they are more likely to look unique.
Emblem (Text inside symbol)
Most suitable: Bigger budgets, corporate brands, merchandise, apparel etc
An emblem is different from a combination mark because it contains text inside a symbol and cannot be separated easily. An emblem will often have a big impact in terms of attractiveness and is compact enough to get both the symbol and company name across at the same time but can be costly and difficult to scale down for printing.
Tips for logo design
Now that you’ve got an idea of which types of logo will be more suitable for your needs, it’s time to consider a few logo design do’s and don’ts. Below is a list of considerations to make when creating a logo.
Stick to two or three colours at the most and avoid using more than two fonts. A simple logo is easy to remember and recognise.
The font of your logo is can shape its entire look. Avoid gimmicky fonts such as comic sans.
Don’t include anything that will become outdated quickly and avoid using dates.
Can your logo be scaled up and down? Would it work on both a dark and a light background? Will this print on a tshirt or mug? These are all factors that need to be considered when creating a logo, in the future you may need to use it for other mediums than the first one you create it for.
It’s easy to accidentally imitate a competitor or a big company but doing so will be a mistake. A logo should set your company apart, and it will also need to be original if you decide to trademark. Originality will also make it memorable.
Customers visit your site to make a purchase, don’t ruin their viewing experience with a logo that is out of proportion to the rest of the site.
Leave space around the logo wherever it is displayed. See the image below for an example.
A logo should be appropriate for the business it represents. It should consider the business target market and what it sells. Take a look at the logos below; this Toys R Us logo is a great example of a logo that considers its business needs and target market. It is colourful and playful yet also appropriate for physical shop front signage.
Colour is one of the most important parts of creating a new logo. The colour must match the branding/ design of your website and compliment each other, but what the colour says about your business can also be something that needs to be considered. If you’re looking for some information about what colour would represent your business needs the most; check out this article from Creative Bloq about choosing a colour scheme for your logo. It has a handy guide to the psychology behind colour and examples of the brands that have used them.
The final step of preparation should be research. Look at the leaders in your industry and consider how they have branded themselves and what logo they have chosen. It is (as mentioned above) important that you never copy another company but this doesn’t mean that you can’t take inspiration from them. Consider how their logo fits into the criteria above and why they made the choices that they did.
If you are looking to create a basic, first time logo we have a logo builder that will help to get you on your way.
And remember, there are always exceptions to the rule.
Do you want to share a logo you’ve created? Leave a link to yours below in the comments section, we’re interested to see what you’ve created.