You’ve come up with the idea, you’ve come up with the name. As you slowly see your ideas come to fruition as you form your business, creating a personal identity for it is key. Whenever you see that green mermaid in someone’s hand, you know they’ve just been to Starbucks. As you drive past the Golden Arches, you’re aware you just passed a McDonald’s. Creating the perfect logo is crucial in having your company stick in people’s brains for years to come. So what exactly goes into it?
Design is all about the personality of your business. A crucial detail that comes into play is color. If you’re creating a children’s toy brand, keep things bright with greens and pinks and blues would be best, but may not be the best colors if you were to start an accounting firm. If you were opening a sleek and modern clothing store, blacks and grays could work, but maybe not if you were opening a fast food chain.
Different colors also elicit different emotions. While red is supposed to make us feel hungry, yellow is supposed to make us feel happy. Green is for abundance, while purple is for royalty. The list goes on and on. Looking into this is key before coming up with your color scheme. For example, blue elicits trust and communication, which is why AIM chose these colors for our own logo.
We also can’t forget about typography. The choices range from keeping things sleek and simple to wild and crazy. It is important to once again think about the kind of message you want to put out. Be sure to never over-mix fronts either. Two different ones should be the max for one design. You can keep things classic with a serif font (i.e. Times New Roman, academia, and newspapers) or go a little edgier with a script font for a more casual and youthful look.
The choice is yours when it comes to building your brand identity, and it all starts with the perfect logo. But it is key to not start pulling colors and fonts just because they’re your personal favorites. Keep your brand in mind, and you are sure to be a success.
