When executed properly, a company’s logo design can bring success to the business. It can be that brand’s most powerful representation and you can use it on all marketing and promotional materials and campaigns. But creating a powerful and effective logo is more than just about your knowledge of graphic design. That’s why there are dedicated teams and people whose sole goal is to create a logo that speaks what the brand is all about.

Like any line of work that involves a set of specific skills, knowledge is power when it comes to designing a company’s logo. Remember that this same logo will not only be put up on the storefront, it will also be used on the company’s official stationery, on the pens, the notepads, the envelopes and folders, and many more. This logo will represent the brand across all forms of media—old and new.

Do the preliminary work

If you are designing a logo, make sure not to go straight to “creating” it by choosing the color and the fonts, etc. Make a draft of what you want the logo to look like. The preliminary work will involve a lot of research about symbolism. Make sure you’re not using a symbol that is contrary to the brand’s message.

Create balance

Not all people who will see your logo design can appreciate good art. So, while some designers choose to have an imbalanced image for the sake of art, remember that the people who will view your logo are the masses. What they expect is for the weight of the graphics, color, and size to be balanced on each side.

Check the size

Size matters when it comes to logos. The logo will be used on a variety of platforms and materials—from a pea size on the sides of the pen to the letterhead to digital billboards and social media. Make sure that if scaled small, the colors, text, and images will still be visible. It should also work on larger formats such as television and the web.

Use colors cleverly

It is important for designers to understand what kind of emotions colors evoke from a person. Red evokes feelings of aggression, action, love, passion, and strength. Keep these in mind and use colors to evoke the right feelings from your target market.

Pick the right fonts

There are three things to remember when choosing a typography for the logo: avoid the most common fonts because the logo will look amateur, make sure the font is legible even when the logo is scaled down, and keep the number of fonts you will use to a minimum (if possible, use just one).