Business Set Up (Part 2 of 7)

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Let's Talk About the Science behind Logos

Your Creative Side

Nonprofits and new businesses are on the rise. It's important to visually set your brand apart from other companies. There are many ways to do this and creating a logo is one of the first steps you should take. Assuming you already have your company name, the next step is a logo. Keep in mind there's a science to creating a logo and it's not something that you should have a volunteer create for you unless that volunteer is a graphic designer. 


The Science Behind Color

Color sets a mood. Therefore, the color of your logo should set the mood that you want your customers or donors to feel. Color can demonstrate strength or compassion, weakness or fear. What is the message you want to convey? If you choose wisely then half your marketing job is finished. However, make a poor choice and you may regret the mistake. So what do colors mean exactly? 

BLACK: 

Qualities: definite, credible, strength, powerful, precise, professional, direct, accuracy

Best for: construction, corporate, oil, financial, fashion, manufacturing, cosmetics, mining, marketing, tradesmen

RED:

Qualities: hungry, exciting, urgent, dangerous, sexy, evocative, romantic, design, warm, fast

Best for: food, clothing, fashion, apparel cosmetics, sports, real estate, entertainment, healthcare, caring, emergency services, hospitality, marketing, public relations, advertising

GREEN:

Qualities: natural, organic, youth, nurturing, instructional, education, adventurous, ecological, calming, nature

Best for: medicine, science, government, recruitment, ecological-business, tourism, human resources

BLUE:

Qualities: credibility, calming, clean, focused, medical, professional, judicial, power, business like

Best for: medical, scientific, utilities, government, healthcare, high-tech, recruitment, tradesmen, legal, information technology, dental, corporate

ORANGE:

Qualities: creative, dynamic, energetic, youthfulness, expressive, child-like, fruitful, innocence, enthusiasm

Best for: recruitment, food, and drink, entertainment, education, sports, human resources, childcare

YELLOW:

Qualities: energy, drive, dynamic, encouraging, design, ideas, youth, invention, bright, positive

Best for: childcare, food and drink, entertainment, new technology, automotive, signs and banners, e-commerce

PURPLE:

Qualities: spiritual, mysterious, magical, arcane, religiousness, evocative, sensual, well being, occult, loving

Best for: body, mind and soul, astrology, tarot, aromatherapy, massage, yoga, arcane, healing, spiritual, occult

BROWN:

Qualities: earthly, nurturing, historical, safe, financial, tradition, conservative, reliable, retrospect, steady

Best for: construction, animals, mining, veterinary, finance, real estate, ecology

WHITE:

Qualities: clinical, clean, medical, clear, purity, spacious, simple, easy, fresh

Best for: medical, science, high-tech, dental


SIMPLE IS BETTER

Your primary objective is to have a MEMORABLE logo. With that said, remember that your logo does not define your business. It's the services that you provide that give life to your logo. So follow these few rules:

  • No more than three colors
  • No more than two fonts
  • No more than two distinct objects or shapes

Need inspiration?

Check out these two sites. You can purchase a logo design by using the search bar. State "Logo" and use the drop-down to change it to "Vector." There you may find some inspiring ideas. 

You can also use the following website to play with ideas and/or purchase a logo that you like. This is a logo maker:

You can check out a pre-made logo site like the following, which start at $29:

Finally, you can hire a professional. Or go with 99 Designs, which is a site that lets you post your project idea on their website and dozens of professional designers will submit their ideas to you. You pick the one you like. The cost is $300 to get started.  

However, you decide to create your logo, make sure you put some time and thought into it. A logo is a representation of your business and it will follow you wherever you go. 

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