It's no wonder really - the majority of our Internet of Things clients that come to us are in need of a logo designed from scratch or a complete overhaul. So it's safe to say we've done our fair share of research on the subject and started seeing patterns in what works and what doesn't.
As a new IoT company or even a long-established one, you have to ensure that your logo is giving the best first impression of your company. On a letterhead, website, or tradeshow booth, it is likely to be one of the first things your potential customers see. In truth, your entire brand ends up depending on it.
Since it's so imporant, we've compiled some tips to make sure you succeed the first time:
1. Make Sure it's Clever
Cleverness in a logo can provide a lot of different experiences for its viewer. I tend to believe a logo a-ha moment brings delight to every person that discovers it. And for this reason, cleverness is fail-proof (FedEx is a good example of this concept with the letter forms that create an arrow).
The cleverness of a logo is usually all in the combination of elements. It doesn't really matter if you have a text based logo or an imagery/icon based one - there is probably something about your company that you can combine to make something inventive. Think about all of the things that embody your company. It could be anything from your company's name, a part of your story, or an image that is associated with you/your industry.
For example, a recent logo we did for Wireless Watchdogs includes two dogs that make up the letter W. It doesn't have to be complicated, just effective.
2. Let Color be of Upmost Importance
We can't stress the importance of color enough. Color is not just a final add-on, it is another large component to the impression your logo has on someone. There has been countless amounts of research on the effects color have on the brain and thus the person's response. Here are some examples of colors with their typical emotional responses from verywell mind:
- Red: love, warmth, instensity, and anger
- Blue: traditional, calm, secure, and stable
- Green: tranquil, lucky, jealous, healthy, and calm
Just by seeing the feelings these colors evoke, you can see how important color is. Depending on the nature of your business, you may not want to go with red because it makes people see anger and intensity. Likewise, you may want to go with a color like blue or green because they make people feel calm and secure. It's true that all colors have their advantages and disadvantages so we recommend taking careful consideration.
Not only do colors evoke these specific responses, they also have some simple guidelines that go along with them. If you are using more than one color, do some research into the way they combine. This can be important as to not create any visual tension for the viewer. Also consider the visibility of each color - make sure your choices are bold and not too transparent or pastel. Afterall, you do want people to be able to see it.
3. Don't be Afraid to be the Star of the Show
If you are indeed in the Internet of Things industry, it's vital to see what other companies in this industry are doing with their own brand mark. This step is important in seeing the similarities in the logos so that in some ways, you can blend in. You don't want your logo to look like it belongs in the restaurant industry.
This can be helpful to see if there are any rules to follow and to also see where you can break free of these rules. It's a hard balance but you want your logo to fit into your industry while also standing out. Make sure you aren't following your competitors too closely or you won't seem very innovative.
4. Remember That Simplicity is Never a Bad Idea
Sometimes as a designer, I feel like the evangelist for simplicity. So many companies want to put everything in a design for fear that people won't understand what they do. With the logo, we have to ignore these tendencies. Simple is better, simple is iconic, simple is powerful.
Your logo is the simplest, most iconic representation of your company. Keep in mind that you will have so much other collateral to explain why your company is special. Don't fret in adding tons of imagery and wordy taglines. It will truly only muddy your brand's image and your potential customer's view of you.
Remember all the other brands that you love, what do their logos look like? Some of the most powerful brands have the simplest of logos - consider McDonalds, Apple, Nike, and so many more.
5. Let Your Story be Your Guide
In matters of branding, I think your story is your most important asset and guide. Think abour the people that make up your company, your mission, your offerings, and the customers you want to serve. How do these all combine to make your company a unique entity? Have a brainstorming session with your team to think about these things. What words, images, colors, and themes come to mind? Combining all of these items can be so helpful when it comes to making your brand's mark and all the other collateral that follows.
In the end, your logo is going to represent your company for a very long time - potentially forever. When you think about that, it can be a daunting task. But putting together all of these tips will truly help you create the mark that will make the best first impression.
Don't know where to start?
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