Since you launched your website, you have been waiting impatiently for its statistics to take off. Except that… for some reason, these are as animated as the heartbeat of a frog. And if it was because of the logo of your digital platform?
Symbol of your value, a logo weighs heavily in the perception of your brand. In turn, it influences the reputation of the latter and the SEO of your website. Yes… Despite its small size, this thumbnail has such power.
What is a logo and why is it important?
Also called a logotype, a logo is a visual representation of a company or a concept. Shapes, letters, drawings,… all means are good to distinguish your website from the 1.78 billion other digital portals. With this pictogram, you affirm your identity and above all your uniqueness.
The cornerstone of branding, the logo is a marketing element of rare power. The result of a long creative process, it is your company’s flagship. Appearing on packaging and all communication media, it allows prospects to identify you in a few seconds. More importantly… By its design, your website logo fervently defends the values in which you believe.
In your absence, the logo proclaims the added value of your company. Without saying a word, he whispers in the ears of prospects simply unstoppable commercial and ethical arguments. While you can’t be physically present 24/7, a logo has that awesome ability.
And once he has managed to seduce prospects, he is responsible for an equally important step: loyalty. Major brands such as Nike or Apple no longer even need to include their surname. They just need to insert their logos for their aficionados to recognise them in the middle of the crowd.
How to create an effective logo for your website?
You don’t need to be a marketing whizz to create a logo that hits the mark. All you have to do is follow the following six steps.
1. Define your target audience
In marketing, there is a well-known adage among seasoned professionals: “trying to sell to everyone is selling to no one” . If you have made your website public, it is in the hope that they will be seen by potential customers. Who are these future buyers?
Before getting your digital pen, take a few minutes to draw up a composite portrait of your ideal client. What is his gender? Where does he reside? What age group is she in? What is the problem you are helping him solve? And above all, why should he choose you and not another?
It is only by answering all these questions that you will be able to create a logo that is aligned with the values of your target.
2. Take a look at the competition
Even if you are a ufologist specialising in the research of Martian technologies, it is unlikely that you will be alone in this niche. Before you, others have taken this path with varying degrees of success. By doing so, they established (or reinvented) communication codes still used by your targets.
Pay attention to the colours used, logo styles and even the tone used by your competitors. By revisiting these elements, your logo will be able to stand out without breaking the chain of communication.
3. Choose the right style of logos
The universe of logotypes is as vast as a galaxy. Purely artistic, it allows creators to let their eccentricity speak for itself. However, despite this diversity, it is also possible to put any logo into one of the following six categories:
- the monogram makes it possible to indicate a certain presence (example: Louis Vuitton);
- symbolic words that work very well with consumer brands (example: Coca-Cola);
- symbols that are ideal for minimalist or technological companies (example: Apple);
- the abstract logos that are very often found in consumer brands that want to be inspiring (example: Adidas);
- the perfect mascots to represent family values (example: KFC);
- emblems that exude prestige and belonging to an elite (example: Harvard).
4. Choosing the right colours
Did you know that each colour is associated with an emotion? For example, red is synonymous with passion while white evokes purity. This is why a website advocating minimalism will adopt white while a portal dedicated to relationships will be more inclined to include red in its logo.
Colours speak to the sensitive side of every human being. That’s why it’s important to understand the meaning of the colours in your logo . A graphic palette can propel your website to the top or plunge it into the maze of the internet.
5. Only work with a maximum of three fonts
Each typeface tells a story. Carrying a personality and a message, these writing methods must be chosen in accordance with your message. For example, a handwritten font will be perfect to represent the warmth of an artisanal sewing workshop. On the other hand, it may have trouble fitting in with the formality of a bank.
It is possible to use several fonts in a logo as long as you do not have more than three . Beyond that, your logotype will become an authentic shambles.
6. Think simplicity and resizing
Remember… This logo will go on your website. Suffice to say that if it contains too many details, they are simply unreadable by the Internet user. Stay sober and use as few curves as possible.
At the same time, it is recommended to produce your logo by thinking of it as a favicon. Once it’s down to 48 x 48 pixels, will it still be visible? If the answer is no, it’s time to refine it even more.
By following these steps to the letter, you should have no trouble designing a logo that really captures the essence of your website. Ready? What are you waiting for to get started?