Keys to developing a one-of-a-kind logo

From the golden arches to the swoosh, certain logos are readily recognizable. McDonald's and Nike most definitely make the cut as companies that have excelled in establishing visual brands that are widely known, affixed to signage, buildings, billboards, paper goods and clothing worldwide.

As a business owner, how do you come up with a logo that stands the test of the time so that it resonates with your potential customers? According to marketing and design experts, it doesn't happen all at once. Logos, like anything else, are a product of trial and error.

That's according to Lewis Fein, a marketing and media relations expert. Writing in QSR Magazine, Fein noted that logos are rarely invented out of whole cloth but rather get refined over time. In short, practice makes perfect. It's similar to delicious dishes; recipes get improved upon over time.

"Put another way, recipes are for chefs and the domain of kitchens," Fein explained. "Logos do not come in packets with pamphlets of instructions. They are products of invention and frequent experimentation."

You name the logo, and it likely started out as something much different than what it eventually became. As chronicled by Business Insider, Volkswagen, Apple, Xerox, BMW and Shell are among the corporations whose logos have changed over time, some significantly so. In the 1970s, for example, Shell's logo was a picture of an actual clam shell. Over time, it transformed into a drawing now a yellow stylized shell on a red backdrop.

More recently, in 2004, Xerox redesigned its corporate logo to freshen its look – now in a richer red with bolder typeface – and to promote the fact that its services aren't exclusive to photocopying, Business Insider referenced.

If you're just starting a business, where do you begin the logo ideation process? Here are a few suggestions:

Brainstorm by writing ideas down
Logo design entails creativity, as you need to develop a design that's not only different and distinctive but captures the brand you aim to portray. Brainstorm by putting pen to paper anything that comes to mind.

"What's important is to create something that you believe is different from anything already out there," David Alrey, a graphic designer and purveyor of Logo Design Love, told Mashable. "It's highly unlikely that what you create will be original, but that should be the goal."

Get people's opinions
The only way to tell what designs resonate with the public is by asking them. Thus, when you create a few, get feedback from friends, acquaintances and family members about what they think, making sure they feel free to give their honest opinions, Fein advised.

Think outside the box
The logos that get noticed tend to be those that no one else is doing. You can draw from current logos as inspiration, but applying a unique spin to them is essential, according to Airey. In short, resist the temptation to be generic.

Refine your message
Once you come up with a design that people seem to like and looks professional, understand that it will likely change. The key is to refine the design over time so it makes a lasting impression on the audiences you aim to reach, Fein wrote in QSR Magazine.

Learn the language of color
Colors evoke certain emotions and sentiments. The Logo Company recently released a study called "The Science Behind Color," which detailed some of the sentiments that colors tend to produce, Mashable reported. For example, orange is synonymous with creativity, youthfulness and affability. Blue, meanwhile, evokes a sense of tranquility, professionalism and trustworthiness.

A distinctive logo deserves protection. At Hudspeth Law Firm, one of our specialties is trademark and copyright law. We'll guide you through the complexities of contracts and compliance so you have a document that prevents other businesses from profiting off of the intellectual property that's rightfully yours.

Categorised in: Asset & Liability Protection, Contracts & Transactions, Intellectual Property Law

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