It’s easy to confuse your ‘graphic’ (or icon) with your logo. Think of your graphic as just one element of your logo – like the Nike swoosh or McDonald’s golden arches. Two very strong graphical elements/ icons or devices which enable the reader to identify your business at a glance.
Icons are key elements of your logo – they will create an instant identity, engage your target audience and create a real impression about your business. But that doesn’t mean that your text can be an afterthought. The strongest logos always consider the font, layout and colours as well.
By the way, before you get carried away and start thinking about just using your icon on it’s own, bear this design adage in mind:
Q. “How long before I can use my icon on its own?” A. The rule of thumb is 100 years or £1bn of advertising spend. Sort of puts that out of reach of many of us small business start ups doesn’t it? So give your logo fonts the respect they deserve too!
- Start with the brief – what messages do you want to communicate, what makes your business unique? Who are your clients?
- Brainstorm how to communicate those messages – what clever ideas can you come up with
- Keep it simple. The best icons are simple rather than over complicated
- Think laterally rather than literally. You don’t need to show what you do, you need to create an impression, an impact
- Get feedback from clients and potential clients as well as work colleagues
- Avoid being too strongly influenced by friends and family unless they’re a part of your target market
