A well designed logo should begin in black and white to ensure the logo is effective in its simplest form. When a logo has been selected, colour application is the next step and is a crucial element to designing an effective logo. Colour is subjective and if used appropriately it can influence the viewers perception of your business in a positive light and can add visual appeal to your brand. Your chosen colour palette should clearly communicate your objective to your target market and reflect the mood and personality you would like to convey. For example, blue is perceived to be clean and trustworthy, and offers a sense of assurance, suitable for branding a doctor’s surgery. Strong reds, oranges or yellows are intended to stimulate the viewer and ignite a sense of fun and excitement so they are well-suited to branding a gym or fast food outlet. The key to colour application is knowing your business, your target audience and selecting a colour palette that will capture the intended emotion.
Your logo should communicate clearly and concisely, who you are and what you do. Take the corporate identities of Nike and Apple for example – they each use a very simple icon that with or without text, is easily recognisable, striking and can be reproduced at any size. The more complex the logo, the harder it is to reproduce at smaller sizes and can lose detail. To design an effective, memorable and timeless logo that communicates your message successfully, simplicity is key.