Principles for Logo Design

This can sometimes be a daunting task and you need to decide on the following:

1. Who is my target market? 

This cannot be stressed enough. Without knowing your market you can create major flaws in your design.

For instance:

• If you have a deli, you probably won’t opt for a logo with a lot of pictures (i.e., car sales advert), most people buying at a deli would look for a classy and professional look.

• If you plan kids’ parties, bright colours would work better than black and silver.

• A hospital cannot present itself as ‘funky’ - unless they are focusing on the children's ward, bright colours and balloons do not portray a clinical, professional environment.

So, who do you want to shop at your business or make use of the service you offer?

2. Will my location/building/décor influence my logo?

In other words - do you want the same colours to be used in the logo? Or maybe, as with nurseries, you would rather prefer the opposite colour.

The surrounding forest or mountain may be used, as a landmark - to represent the area where you are situated.

3. Do you want your logo to be presented by text alone, or with a certain design/emblem?

Some people prefer an abbreviation of their company name to be used as a logo, this is a much easier option.

When trying to find a design or emblem to represent your company, you can either use a relevant image or an abstract representation - again, it is totally up to your target market and type of business/service.

Written By: Joh-Mari van Heerden