Every year when spring rolls around, we can’t help but want a fresh start. From spring cleaning to new haircuts, it’s the perfect time to revive. In the marketing world, spring brings an increase in website and logo refreshes. But before you take that leap, you need to do a little research.

While there seems to be a quiz for everything, there isn’t one to figure out your logo. However, I have collected some tips along the way that can help you navigate the logo creation process.

First, I want you to think of your favorite brands and their logos. How easy are they to recall and visualize? Now think about some of the brands you encounter each day and the symbols that go with them. What makes certain brands stand out? Why are some logos more memorable than others?

Next, I want you to think about your own logo. Whether it’s already in use or you’re brainstorming for launch, logos are the cornerstone of your brand. There are plenty of examples of brands that haven’t created the best imagery to support their business and I’m hoping to help you avoid that. Here are some logo do’s and don’ts to do just that!

The Logo Do’s

Designing Logo on Laptop

Research Your Audience

Before doing any work on your business, you need to identify who you’re selling to and what will resonate best with that buyer. Your logo should be something that sticks with them as they move through the sales funnel from prospect to client. You don’t want to risk losing a potential customer because of your iconography. So, before you dedicate any time or money to logo creation, you should do your research to find out what type of imagery they like.

Keep It Simple

One of the biggest mistakes you can make during the design process is adding too many elements. By doing this you lose the overall messaging. A good logo should have a clean, fresh design that’s easy to recognize and even easier to read. Think back to the brands I had you think about earlier in this post. What made their logos memorable? Strip it down to the elements you liked and use them to inspire your own branding.

Create your Logo as Vector Artwork

You can stick your logo on anything nowadays. From something as small as a pen to as large as a billboard, you’re going to need the ability to shrink or stretch the logo to fit your needs. You want create your logo as a vector so that you don’t lose resolution. You want your logo to be iconic but you don’t want to be recognized as the company with the pixelated logo.

Establish Guidelines for Logo Use

The reason you can recall your favorite brands’ logo is that you’ve encountered them across various mediums. They are easily recognizable because they adhere to specific guidelines set by the brand. Consistency is key when it comes to your logo and messaging, no matter the size of your business.

Shoot for a Timeless Design

I know I started off by acknowledging that spring is the time for website and branding refreshes. But it’s important to recognize that refreshes and redesigns are two different things. Sometimes a logo needs to be modernized in order to thrive in the modern world. However, you can minimize the need for full redesigns by using timeless colors, fonts, and elements.

The Logo Don’ts

Do Not Enter Sign

Use Clip Art

It is sure to cost more and take more time to create a custom design, but you must do so. While clip art may seem like a good idea if you don’t have the skills or resources, it can’t be trademarked. The ability to trademark your logo will protect your brand and business, so be sure to stay away from using any prepackaged imagery.

Rely on Effects or Trends

To keep a logo timeless you should avoid any effects or trends that could cause the design to look dated. At one time Word Art effects were great for your yard sale signage, but you don’t want to drum up that kind of nostalgia when potential clients encounter your logo. Plus, staying away from trends will save you money in the long run because you won’t need to update or modernize your design.

Use Too Many Fonts

When it comes to choosing a font it’s easy to get carried away because there are so many. Just remember that less is more when it comes to fonts. If you plan on using multiple fonts, make sure they coordinate with each other so that they don’t distract from your messaging.

Imitate Other Brands

While imitation is the finest form of flattery, it has no place in branding. You want to stay away from looking too similar to other brands because it’ll confuse the audience. The last thing you want your potential customers to think about when they’re considering your business is another company.

Use Unnecessary Words or Elements 

When you add too many words and style elements to your logo, it becomes crowded. Logos with a lot of words and elements are harder to read or decipher. That’s the opposite of what you want to achieve with your design. Give each word and element the attention they deserve by designing a logo that allows each to make a statement.

Now you’re ready to start brainstorming your company’s logo. Once you have a design in place, it’s essential to work out the other brand guidelines your business should follow to promote that recognition I’ve been writing about throughout this post.