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Promotional Items How to Design a Logo for Your Printed Marketing Materials
All your printed marketing materials, such as business cards, banners, brochures, and flyers, must consistently represent your brand identity. This is where the use of a logo comes into play, as it serves as a visual representation of your company, enhancing its brand recognition and creating a lasting impression.
If you haven't yet designed a logo for your marketing materials, this step-by-step guideline will ensure a smooth creation process.
1. Define your brand identity
Your logo should represent your brand's identity, values, mission, and personality. For example, if sustainability plays a huge part in your business, every visual element you use should reflect this commitment.
If you're not yet sure about your brand's core identity, these questions can help you define it:
- What are my company's core values?
- Who is my target audience?
- What makes my brand unique?
2. Decide on the type of logo you want
Logos come in different forms, from beautiful calligraphy and abstract symbols to image-based marks and everything in between. Here are the most common types of logos:
Word mark: This type of logo uses a font that captures a brand's identity and personality. Whatever typography you choose, legibility should always be your priority.
Brand mark: Also called a pictorial mark, this is a graphic symbol that represents a brand. Ideally, it should be easily recognizable by the target audience — for example, mountains for outdoor clothing brands, a tooth for dental clinics, etc.
Combination mark: As the name suggests, this type of logo combines a word mark and a symbol. You can rearrange each element until you achieve the layout you like.
Letter mark: Also referred to as a monogram logo, a letter mark is ideal for company names that are too long. You can either abbreviate your name or use your initials.
Abstract logo mark: If you want something unique to your brand, consider this type of logo. However, it is advisable to pair it with your company name, which you may drop in the future once you gain enough brand recognition.
Emblem: This type of logo, also known as a crest, features text within a symbol. It suits brands that convey tradition and prestige.
Mascot: This logo variation suits brands with a fun and friendly personality. Also, a mascot is more flexible than symbol-based logos because you can change its expressions depending on the context and usage.
3. Seek inspiration for brainstorming
Brainstorming with colleagues or friends is a good way to generate ideas or develop a concept. The process should encourage the free flow of thoughts (no matter how unconventional they may seem) and postpone any judgment until later.
Writing down words (especially adjectives) that best represent and describe your brand is another way to make group brainstorming a smooth and collaborative process.
You can also look for inspiration while brainstorming. To do this, review your competitors' logos and conduct online research. Pinterest, Instagram, and other highly visual platforms are excellent sources.
4. Pick a font
If you plan to design a word mark, a letter mark, or a combination of the two, it's crucial to select a typography that offers excellent legibility and readability while conveying your brand's identity and personality at the same time.
Pick a font (or font combination/pairing) that offers excellent readability and looks good on digital platforms and in your printed marketing materials.
5. Decide on your logo shape
Consider which shape you would like to incorporate into your design. The idea is to choose something that makes your logo easily recognizable and conveys your brand identity. Meanwhile, logo shapes come in three categories:
Organic shapes: Also referred to as free forms, they typically feature irregular, curved, or organic shapes, such as those found in flowers, leaves, and water droplets.
Geometric shapes: Logos with these shapes often look symmetrical. They include triangles, circles, squares, stars, rectangles, among others.
Abstract shapes: They take on many diverse forms or merge several elements to create something entirely new, abstract figures.
6. Design a logo using apps
There are free and paid design apps available that can help you create a logo, offering various features and differing levels of complexity. Canva and Adobe Express are excellent choices due to their user-friendly interfaces, drag-and-drop functionalities, and extensive template collections.
Another option is to use AI-powered logo generators (Canva and Logopony have these features) that offer unique logo ideas based on your input.
Even if you're working with a professional graphic designer, you can use these apps to help you communicate your vision and preferences more easily.
7. Download image files of your logo
The best image formats for printing include PDF, JPEG (or JPG), and TIFF. Make sure you select a format that preserves the quality and appearance of your logo and allows for excellent scalability when printed.
With the use of image-friendly file formats, you can print high-resolution logos and adjust easily the resolution based on your desired print dimensions.
8. Put your logo to work
Once you have downloaded a high-resolution image of your logo, it's time to use it in your printed marketing materials, product boxes, and packaging.
Next, include your logo in your brand style guide, explaining its usage and elements (e.g., clear space, font size, variations, among others) to ensure consistency across all platforms. The goal is to maintain a cohesive visual brand identity, both online and offline.
If you have your logo and design ready, you can start customizing your printed marketing materials. NextDayFlyers offers free design proofs for every order, so you can review and provide feedback before the final product is printed.
We also offer various shipping options and turnaround times to suit your budget and timeline.
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