How to create a company logo

Why is creating a logo important?

1. It builds brand recognition

“A logo is the tip of the iceberg,” says Lessard. “It’s one of the most visible elements of a brand. It’s everywhere: on company mugs and sweaters, the company website, in presentations and ads...everywhere!”

A logo serves as a visual identifier for the company behind it. It sets the tone for the brand’s entire graphic universe, adding character and cohesion to all content released.

2. It create a strong brand

A logo is also based on a number of elements that are not immediately apparent. It is part of the company brand. “It’s not just about creating a logo. The goal is to build a strong brand,” says Lessard.

Branding refers to everything that gives your company a voice, public recognition and a competitive edge. “Brands have a purpose, and the clearer it is, the easier it is for those running the company to make strategic decisions,” she explains.

3. It fosters a sense of belonging

A logo also serves to attract talent who will identify with the brand. “A company’s brand is important internally because it connects employees through a shared vision and fosters a strong sense of belonging,” says Lessard.

What should you do before creating a logo?

Creating a logo requires a certain amount of preparation. Before you get started, consider the following two points.

Think about what you want to convey

Creating a logo invariably involves strategic thinking.

There is a message behind your decisions, a position you are taking in the market. “A company may want to stick to established codes, but as a leader with a more refined logo than the competition,” explains Lessard. “Then again, it may want to break the mould by choosing a vibrant colour, even though it operates in a very traditional field. Doing so means adopting a non-conformist approach. If the company is targeting a more niche market, the logo needs to convey that, too.”

Suppose your company operates in a traditional, male-dominated environment such as construction.

“If you look at what’s been done historically with logos in the construction industry, you’ll find a whole gamut of masculine visual codes with key words and colours, such as blue,” notes Lessard. “Once you have carefully considered the competition, you will have to decide whether you want to stick to these codes or break away from them.”

Present an accurate picture of your company

Before giving the logo design team your input, you must first be able to paint an accurate picture of your company by clearly stating:

• Your mission
• Your values
• Your competitive advantages

“These elements serve as a springboard for design inspiration,” says Lessard. “Everything has to be coherent.”

If your company stands out from the pack for its efficiency, for example, make sure this is graphically reflected in your logo. The important thing is to avoid adding too many elements that might overwhelm the design.

What makes a good logo?

Lessard explains that a good logo should meet the following three criteria.

1. It represents your values

Do not choose a logo simply because it is visually appealing or trendy. If the head of the company selects the logo based on their personal taste, you may have to start the process all over again. Your brand must be based on strong elements that are not tied to any one person in the company.

2. It is easily recognizable

Your logo must be different from that of other companies. “Eventually, you’ll want people to quickly recognize it as your brand without having to read your company name,” she says.

3. It can be easily adapted to various platforms

“Make sure your logo isn’t too complex or cluttered, for example, as this could make it difficult to see clearly on a telephone,” explains Lessard.

What are the main mistakes to avoid when creating a logo?

1. Doing things too quickly

Take the time to conduct a thorough analysis to make sure the logo makes sense. “I’m wary of anyone who comes along and suggests refreshing the brand by adding pink to the logo and making it go viral,” says Lessard.

2. Saying too much

The message you want to convey is important, but you cannot say everything either. “It’s important not to throw too many things together,” she points out. “The message has to be clear. If you try to say too much, you could end up saying nothing.”

3. Failing to do proper research

Find out what colours mean in different cultures. This will ensure that the logo is not perceived negatively in certain markets due to cultural differences.

How long should a logo last?

According to Lessard, logos should last as long as possible.

More specifically, she indicates that the minimum lifespan should be 5 to 10 years, but that businesses should aim for about 20 years.

“Think of the big brands of the world like Apple and Nike. You’ll realize that their logos haven’t changed all that much. They have become timeless and are vital to the brand’s strength. Minor tweaks are occasionally made to refresh them, but the main elements remain untouched. We always aim for longevity when creating a logo.”

Naturally, there are times when change is necessary. When you need to make a strong statement, you must take a game-changing leap, and that sometimes means having to redesign your logo. However, it has to be done for the right reasons.

“Don’t change it just because the new boss likes blue,” says Lessard. “A decision like that could potentially kill a brand when the whole point of a logo is to strengthen it.”

Next step

Discover what it takes to build a successful brand online in this free digital marketing guide for entrepreneurs, Attracting and Selling Online.