A great logo design goes beyond the aesthetics and the obvious components that the eye can easily see. This is not to refute the importance of beauty in design, but other than being appealing to the eyes, a logo needs to serve its greater purpose which is passing the central marketing message to the target audience and help in the branding of the relevant products and services. You may have the most beautiful logo in the entire universe, but if it fails to achieve the branding and marketing goals of the business, then all the beauty and the elegance goes to the drain. To make a great logo, therefore, there are certain logo elements which must be considered in details to marry the physical appearance and the main logo message to make the logo more effective. Here are the four main essentials of logo design-:

The Color

The color of the logo should never be random, and this is one of the essentials of logo design. While considering the color, it is imperative to have in mind that it is one of the visual stimuli to which the brain is highly responsive. Both consciously and unconsciously, the brain will pick or apportion particular meaning to the color that it sees. It is thus important for graphic designers to harvest the power of color psychology to come up with coherence in logo designs which will make the brain pick or give the intended meaning when the target audience lays their eyes on the logo.

Since using different multiple layers of color will evoke different responses in logo, it pays for every designer to have a comprehensive understanding of when and how to use the various colors at their disposal. Most companies will use the responses evoked by colors to determine the color schemes for their designs depending on the particular they would like the target audience to associate with their products or services. Graphic designers, on the other hand, have a duty to have a good understanding of the color psychology so that they can always be in a position of authority to direct clients regarding color use besides using the right colors when designing logos.

Typeface

The typeface will never miss as one of the most crucial essentials of logo design. The choice of typeface can either make or break the layout of a logo design and it is only imperative that it be done very carefully. The fact that there are very many typefaces for designers to choose from sometimes makes it a bit of a challenge to make the right choice without spending a long time thinking. However, this can be shortened and made much simpler if you understand the following about typefaces-:

The moods to be created by the logo – typefaces have the ability to trigger various emotional responses from the target audience. Are you looking to create a serious, fresh, fun, casual or old fashioned feeling on the logo? The choice of the typeface should thus be made on the intended mood.

Number of typefaces used – just like with other elements of design, you need to limit the number of typefaces used as this can cause clutter and make the design lose its meaning.

Caution with new typefaces – there is a plethora of typefaces currently and whereas you may decide to be a bit creative, be careful with most of the new typefaces whose effectiveness have not been seen or are not very apparent.

Readability – whichever typeface you choose, it must be clearly legible so that people can read the message the logo has to pass without straining at all.

Shapes

Just like with colors, the human perceives shapes differently and will attach or derive various meanings depending on the shape displayed. It simply implies that the shape you use in your logo design will send out a particular message to those who will be seeing and interacting with the logo. This can happen both at the conscious and subconscious levels of the mind. For instance, the following shapes will convey various meanings as indicated below-:

Circles, ovals, and ellipses – shows positive emotional messages such as love, friendship, unity, relationship, etc.

Squares and triangles – suggests stability and balance. Triangles may also suggest law, science, power, religion, etc.

Vertical lines – suggests masculinity, aggression, and strength while horizontal lines signify calm, peace, tranquility, etc.

The Scale

The scale is another essential of logo design which must always be given due consideration. With entrenchment of the mobile generation, logo design must also be adapted to be displayed on the various mobile devices and this can only be done through proper scaling. Again, the scale is very important while considering the final and the specific application of the logo you are working on. Whether it is for print or display on the internet, the scale will always affect the final output, and this makes it one of the essentials of logo design that should never be ignored.

These essentials of logo design must be considered for each and every design if you are interested in having a beautiful logo which will also convey the right message to the target audience.

Learn why white space is good in design here!

The post The Four Main Essentials of a Logo Design appeared first on LogoMaven | Easy Logo Design Software & Logo Maker.

During your career as a designer, there will be certain times when clients will show less appreciation for the work you have done to them. In some instances, some clients will reject your work and even ask that you give them refunds. As a professional designer, these are normal occurrences, having in mind that design is a very subjective matter, where two people will always see the same thing differently.

What matters is your ability to win over the dejected client, and make them see and understand your vision so that they can approve your designs. This should not be a very difficult task if you have been in the industry for a while, but for the very new in design, here is what you should do when a client is not convinced with your design:

Confidence is important

In the face of rejection by a client, you must keep you head high with the full confidence knowing you are the professional and you’ve got things under control. Any sign of lack of confidence will only cement your client’s fears about your incompetence, and it will be very difficult to win them over again.

In all your explanation to the client, maintain your sharpness, speak with a strong but gentle voice, and make the client believe that you indeed know what you are talking about and that they are in safe hands when dealing with you. If you can prove to the client that you are confident, they will have faith in you and be convinced that you have what it takes to do the job.

Explain your thought process

A client is likely to disagree with your piece of work if they don’t understand how you did what you did. To overcome this, all you need to do is to explain to them your thought process in simple terms. You don’t have to go deep into the technicalities of the design to achieve this. The best approach is to refer to the project brief, and then tell the client what you did according to their initial requirements.

When you do this, you will be throwing the ball back to their court by showing them that you did exactly what they asked you to do. For instance, if they are worried about your choice of fonts and colors, refer them back to their target audience then justify your use of the various fonts and colors in the design.

Give them examples to back your arguments

The other way of convincing a client and making them believe in your design is to show them some of your past works that were applauded by other clients. If it is a design concept you can’t agree on, look for other great designs that used the same concept to show them that you are really on the right track, and there is no cause for alarm.

This will make you appear more legitimate and as someone who understands what he is doing. If they can have past references in this manner, it will be easy for them to trust you and accept your designs.

Give assurance and guarantees

Client rejections are likely to ensue whenever your skills and expertise is in doubt by the client. To overturn this, all you have to do is to prove that you are indeed a professional with the capability of producing a good design. You do this by giving them assurance that you will use all your skills, experience and expertise to do whatever it takes to deliver a great product. Also, open up to them and tell them that you will offer revisions until they are fully satisfied with the design. When they are assured of the services they will be getting from you, their chances of rejecting your design will be very low.

Offer them options – theirs and yours

In instances when you encounter very rigid clients who want you to implement their designs to the tee even if you know very well that it won’t be the correct thing to do, simply give in but offer them two options. Design what they want using their skewed concept then design your own, taking into account all the professional consideration they refused to take in, then show them both designs. In this case, they will feel in control and at the same you shall have shown them your vision, and it will be easier for them to adopt you design once they see their flaws.

Learn how to pick your battles wisely

You should remember that you will not always win such battles with clients. Know that you are being paid to do what the client wants. Offer your professional opinions diligently and respectfully and try as much as possible to please the client. But also know when to take a step back and let the clients have their way.

Keep our top tips for satisfying tough clients in mind to guide you further! 

The post What to Do When a Client Is Not Happy With Your Design appeared first on LogoMaven | Easy Logo Design Software & Logo Maker.

For many people just starting out in design, the process of choosing the perfect typography is usually such a bewildering task. The choices seem to be endless with no straightforward way of knowing what to select and what to ignore. For someone to get it right in choosing the right type-setting, however, a combination of firm rules and lose set of intuition, as well as a few of years of experience, is necessary. But this is not to allude that you have to be an experienced designer to become a pro in using typography. It is only that you become perfect with consistent practice, but anyone, including the very new in designing, can still get it right with their typography the first time. Here are five important guidelines on how to choose the right typography-:

Understand the context of use

One secret to choosing the right typography is first to understand the context of use. This is of grave concern because, as designer, you are working on a design that will be used by other people and not for your personal use. Many beginning designers are fond of considering their individual preferences in the choice of type-setting, and they focus on what appeals to them. This is a destitute approach because you are egocentric on the design.

As a designer, you need to have a set of workhorse typography you can always turn to when the project demands. Of course, you will be comfortable with other typography more than others, and you will be naturally inclined to use them as opposed to trying new ones. It is imperative that you understand different typography and know exactly the particular contexts when they can be used without ruining the entire design.

Group Fonts in Families

Learning to group fonts into families will not just help you on how to choose the right type-setting for each design project that lands on your desk but also will save you a great deal of design time. The secret to grouping fonts into families is to have some structure that you can use to categorize mentally the various types of typography you encounter.

Typography can be divided into different categories, but for a good designer, you need not to keep track of all the types. Most of the expert designers only watch about five groups, and these are the ones they work hard to become proficient in using so that they can always adapt them and use them for different projects. There is already several classifications of fonts, but you are free to classify some as you dim right and in a manner that will enhance your skills as a designer.

Decisive use of contrast

Now that you understand the context under which you will use the typography, and you have also grouped them to suit your project and design habits, it is time to apply the principle of decisive contrast in the use of the typography. This is a paramount principle because many designers are misled into believing that every design must have a high contrast to be considered great. This is grossly wrong and as a designer, it pays to know when to mix and match and it pays even much better to know when you need not to mix and match in the first place. Whenever you are in the middle of a design and you are faced with a situation where you need to add additional typography, the rule of thumb is that even with the addition of the typography, the design should remain the same and if it has to change, then it has to change a lot. This is what is known as correspondence and contrast in design lingo. Avoid incremental variations or being wimpy with the contrast.

Whenever multiple typography is used in a single layout, the aim is to make them coexist peacefully without distracting the attention of the viewer into thinking that they are more than one design on the item.

Don’t be afraid to bend a few rules

Good designers are those who follow standard fonts and norms in design, but the great artists are those who are not afraid to intelligently break some of the rules and come up with unique designs. Occasionally, you can go a little bit overboard and try what your intuition is telling you as far as the current project is concerned. You will never understand how to choose the right typography if you are timid to explore on your own and do what the books are not telling you.

“There are no rules,” really!

When it comes to how to choose the right text, it boils down to one thing – there are conventions but never iron-clad rules on which is the best typography for each and every particular project. As a designer, you need to know about the basics then you will adapt yourself to the conventions and create your rules as you move along. With experience, you will no problem in deciding on the typography but it is always good to be flexible enough so that you have the competency to work with different typography on a countless number of projects.

Use this guide for helping you pick the best colors for your text as well!

The post How to Choose the Right Typography appeared first on LogoMaven | Easy Logo Design Software & Logo Maker.

How do you choose the best logo colors? While a startup company can provide a vast amount of value to its marketplace as well as deliver innovative solutions to its target market in order to maximize the impact that it is able to be made with its logo many elements need to be considered. Choosing the right color combination in any logo is just as essential as choosing the right graphic or the right text style. If a color scheme is offputting, unprofessional and unrelated to the content in the logo design it could easily lead to a company being passed up or having the target audience search for a new option. Here’s some of the top tips for choosing the right color combination for any logo design.

1. Understand your target audience:

Choosing the best logo color combinations for your brand is extremely important and choosing your color scheme for your own style habits is a fatal mistake. Choose the main color to resonate with your main target audience. Pick bolder colors for younger individuals or a softer color palette if you are trying to make an impact with a demographic like young mothers. Consider the emotions that each of the colors potentially signify in individuals and select colors based off of the feelings that they elicit. Colors should also at least match well together and by putting together several different colors you would like to use for your logo into a color swatch you can help to position them differently in your logo design. While it’s not a good idea to fully copy a competitor you could look into other businesses in your industry and capture a large swatch of some of the colors and basic schemes that they use to better understand the colors that are commonly used to appeal to your target audience.

2. Use the right ratio for your color scheme:

One of the most commonly used ratios in a color combination in a typical best logo colors is the 60%, 30%, 10% rule. Most common logos are made up of three different colors that make up other branding material. Designers will often pick one strong color that is used for at least 60% of the logo design. The second color will then complement the first selection and be represented in around 30% of the design. The third color is represented by just the smallest margin of a logo and usually just in 10% of the total color in a logo design. Make sure that you are extremely sure of the primary color as this will make up the majority of your logo design. After you have established some complementary colors for your logo design you can mix and match what you will use for the 30 and the 10. Laying out color schemes with 4-5 choices will help you to try several different designs in color schemes that would work well for reaching out to your audience.

3. Look into psychological meanings:

The best logo colors can have a huge effect on us psychologically. When it comes to the types of feelings that you would like your logo to convey in other people it’s important that you place an emphasis on the psychological feelings that each of the colors in your logo bring to people. While colors like blue have a calming and peaceful psychological effect that would be perfect for an environmental company or yoga wear company, if you are interested in high impact excitement you could use colors like Red and white to wake people up and really get them to notice your logo design. Think of how various colors make you feel and don’t be afraid to look into some of the main psychological responses to best logo colors and how the color schemes that you land on might help you to convey a secondary meaning or feeling from your logo.

4. Be logo unique:

While primary colors are an excellent way to get started with the creation of your color scheme, it’s important to be unique. Having your own special shade or at least colors that are slightly different from your competition can help you differentiate yourself in the marketplace. Having some type of unique color scheme for your business can make your brand even more recognizable. It may take some time to find a color scheme that works well for you that’s completely unique but with your own iconic colors people may only need to see a color swatch to associate a color with your business.

5. Think of natural inspirations:

While it’s important that a business color scheme elicits a certain response, its also possible to draw inspiration from a corporate environment or even the area around the business. We start to associate a number of different colors with the time of year like fall colors or spring colors. You may even want to take natural inspiration from various colors in your business. For example, if you are a brewer one of the most obvious colors that you could pick would be some of the colors from your beer products. If you have a particular shade of ale or lager for example you could incorporate this natural color into your branding.

Use these top five tips for choosing the correct color combination. Don’t forget to check out our Top 5 questions you should ask clients starting a logo design project as well, to see how you can improve the flow of your design project.

The post Top 5 Tips for the Best Logo Colors appeared first on LogoMaven | Easy Logo Design Software & Logo Maker.