Tips for choosing a brand logo

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  1. Don’t underestimate the importance of your logo. Too many fashion startups do not put in the appropriate effort when it comes to creating a quality logo for their brand. Your brands logo is the identifier for your brand, it’s the first thing customers will notice when they see your brand on social media and on your website. It should effectively resonate with what your brand is about, and corners should not be cut in this area.
  2. Avoid using stock artwork in your logo, as recommended here. Stock artwork is not original and can often be spotted as a duplication. Not only this, but it can also lead to issues of copyright later down the line if licencing agreements are not clear or expire. Using stock artwork in your design probably means you’re not putting enough effort into the design process, and certainly if you're using a designer, they are not doing their job properly.
  3. Keep it simple. The most effective brand logos, not just with fashion brands but for all brands, are those which are simple. Think of Nike, Adidas, Puma or Rebock - all of which have unique yet simple logos which are instantly recognisable. However, keeping it simple does not mean putting little thought into it. However simple the logo is, it should still relate to the brand or product in some subtle way
  4. Get the font right. As any designer will tell you, there are thousands of fonts available in all different shapes and sizes. It can be tempting to try to find a unique font which stands out from the crowd, but this can often result in a confusing logo which is difficult to read at first glance - this is the exact opposite of what you want for a logo. Consider your target audience and use an appropriate font to match. For example, for a predominantly male audience, consider a bigger or bolder font. For a female audience, perhaps consider a more stylish yet still easily readable font. Of course these recommendations rely on the font also matching the brand and product / service.
  5. Consider how easy it will be for the logo to be printed or embroidered. Overly complicated logos, such as those which include images or complex graphics will be much more complicated to print or embroider. They also tend to stand out less when presented in smaller formats, such as social media profile logos. Try to avoid complex designs and keep things simple.
  6. Keep the colours in the logo to 3 as a maximum. A logo with multiple colours means more expense when it comes to printing. Printing costs are largely impacted by the number of colours involved in the print, so keep things on the lower end here. Outside of printing, a single or double colour logo also tends to stand out better compared with a logo of 6 or 7 colours.