A well-designed image that represents your products and services is a powerful marketing tool — and a necessity for most companies. This identifiable design piece, a.k.a. your logo, acts as the visual embodiment of your brand and fosters customer recognition.
When creating your logo, focus on making it simple, yet memorable. Here are 5 steps to help you do just that:
1. Tell your tale
An effective logo tells your story. Choose three adjectives that best describe your products and services to inspire the logo design before that process begins. For example: a high-end restaurant may choose “gourmet, sophisticated and delicious,” while a children’s apparel line could go with “fun, lively and happy.”
2. Select a style
Most memorable logos are designed with one of three basic styles in mind: a font that spells out your business’s name, such as the logos for Wal-Mart and IBM; an identifiable graphic, such as with Target or Apple; or an abstract design, such as the logos for Nike and Adidas.
3. Choose a shape
Picking the appropriate shape for a graphic logo is crucial. Circles and ellipses are related to a positive emotional message, such as community and love, while squares and triangles are associated with power and strength. Keep in mind the adjectives you chose to represent your business and pick your logo’s shapes accordingly.
4. Pick a palette
A palette of two to three colors will do the trick. You never want to overwhelm your logo with too many colors. These colors should reflect the industry you’re in, too. Color psychology determines that reds and yellows are appetizing and well suited for the food industry, while bright pinks and blues — typical colors that children attach to — are perfect selections for children’s apparel.
5. Keep it clean
While there are many facets of creating a powerful and memorable logo, keep in mind that less is more. A simple design will equate with a clear positioning. You want your customers to identify your business easily — a complex, elaborate design runs the risk of causing confusion.
The Client: Partners in Special Education provides long and short term quality education services to charter schools, school districts and other educational institutions. They provide excellent, focused, and cost-effective assistance to students ages 4-22 and work collaboratively with clients to create customized programs and services.
The Task: Create a brochure that could work with their existing brand but also update their look.
Our Work: Working from their website, Counterintuity brought a fresh look to the brochure, and also ensured that the content was organized in an easily digestible fashion.
“Partners in Special Education needed a brochure in line with their existing brand and Counterintuity thoroughly delivered. Thanks to Counterintuity’s stellar response time and a quick turnaround, the process went smoothly and a fantastic brochure was successfully delivered!”
- Faith Chan, Online Marketing Lead,
Education Management Systems, Inc.
Partners in Special Education
The Client:myBurbank.com is a locally produced website that works to capture both the Burbank community and the outside events that affect Burbank and its citizens. The site was originally launched on April 1, 2010 as BurbankNBeyond and has been updated with community news daily ever since.
The Task: Relaunch the site as myBurbank.com and institute a redesign and functionality improvements.
Our Work: Working from myBurbank’s new name and logo, Counterintuity brought a fresh look to the site, and also restructured the way content is organized throughout the site. We also. performed Search Engine Optimization and incorporated a Burbank Master Calendar that places local events in one convenient location—something no other website in Burbank has.
“After taking our former site, BurbankNBeyond, as far as we could, we wanted a name change and a new identity that would connect us more strongly to Burbank. After coming up with the myBurbank.com name, the challenge was to develop a website that was professional, yet had a hometown feel that Burbank people would embrace. That is why we turned to Counterintuity.
After meeting with Lee and Amy, we were convinced that they not only had our best interests at heart, but were as excited about the project as we were. We relied on their expertise for all aspects and they delivered. They are well connected in the community and understood our needs. Not only was the new website design striking and extremely functional, but they also helped us with other aspects of our business, including branding and promotion. Once the site was live and functional, they were still there with constant support to make sure everything was right. If you are serious about what you want and need to stand out from the rest, Counterintuity is really your only choice and will deliver you long term success.”
- Craig Sherwood
President, Chief Editor
The Client: Dance Camera West is the only organization of its kind on the West Coast that promotes and presents dance media, bringing hundreds of provocative and exciting dance films to Los Angeles from around the globe as part of its annual dance film festival. The non-profit partners with some of the most prominent venues and organizations throughout greater Los Angeles, including the Getty Center, REDCAT at the Walt Disney Concert Hall, the Directors Guild of America, the Hammer Museum, and many others.
The Task: DCW needed a fresh brochure that would showcase the extensive and unique work that they do, while also serving as a marketing tool for their fundraising efforts.
Our Work: Counterintuity performed copywriting, concept development and print design.
“For 9 years Counterintuity has created incredible designs for Dance Camera West’s website, donor pieces, fundraising materials and promotions for our annual dance media film festival. Counterintuity’s strong visual sense has been instrumental in developing our branding and creating images that keep our audiences wanting more.”
- Tonia Barber
Executive Director, Dance Camera West