Getting a logo for your brand is usually very exciting. You are ready to start as a business owner online and establish your identity in the market. Your brand logo is like the new face of your business and you need it to appear on your social media profiles and marketing materials.
It’s possible that you picked up a random logo design from Google and just wrote your brand name under it and probably changed the colour. Or you gave the logo to a designer to create for you. Whichever way, you need to consider the possibility of that logo design being uniquely yours.
What if someone else has that exact design your brand logo carries? Are you sure your designer didn’t give you the exact logo of another company? Maybe this company is in a totally different location and he/she felt it wasn’t a big deal.
It would be a stain on your brand image if the logo design that represents your brand isn’t yours. As a business owner, you must create a unique logo that is peculiar to your brand message/story. Aside from the fact that it helps your brand stand out, you could get into legal issues if you use another company’s trademark.
What makes a logo unique?
Having a unique logo shows what your business is about and makes it easy for customers to recognize and trust you. It’s not just about looking good; A good logo design is supposed to be memorable and meaningful. Logos are not just random symbols. Most popular brand logos that might be mistaken for random symbols have meanings tied to their logos.
For example, the Dangote Group logo, which is a well-known Nigerian brand, features an eagle in flight above the word “Dangote.” The eagle symbolizes strength, vision, and power, qualities that the Dangote Group embodies. The blue and red colors in the brand logo represent trustworthiness and passion, respectively. This unique design makes the Dangote Group easily recognizable across various industries in Nigeria.
On a global scale, the Nike swoosh isn’t just a random checkmark; it represents motion and speed, which perfectly captures the brand’s essence. This simple, fluid design symbolizes the wings of the Greek goddess Nike, who is the goddess of victory. The logo is both meaningful and memorable, making it one of the most recognized logos worldwide.
5 WAYS TO ENSURE YOUR BRAND LOGO IS UNIQUE
Ensuring your logo is unique involves thorough research, professional expertise, storytelling, originality, and user feedback. Here’s a comprehensive guide on how to make sure your logo stands out:
1. Conduct a Thorough Logo Search
In 2019, a startup named “NovaTech” faced legal issues when it discovered that their logo was strikingly similar to an established tech company’s logo. A thorough search could have prevented this situation. Investing time in this step ensures your logo is distinctive and reduces the risk of potential legal conflicts.
To guarantee that you have a unique logo, start with an extensive search. Use tools like Google Images, trademark databases, and logo directories to investigate if your design or elements of it are already in use.
For instance, if you’re considering a logo with a specific symbol, ensure it’s not a commonly used design element in your industry. Use specialized tools and databases like the Trademark Electronic Search System (TESS) for checking registered trademarks, and platforms like LogoLounge to explore existing logos.
2. Work with Professional Designers
Professional designers bring a wealth of expertise and creativity to the table. They employ techniques and principles to create original designs. When working with designers, request multiple concepts and iterations. Professionals often use sketching and mood boards to explore various directions before settling on a final logo design.
The logo for Nigerian fintech company Paystack was designed with a deep understanding of the company’s mission to simplify payments. The design process involved creating a logo that was not only visually appealing but also unique within the financial tech space. The result was a logo that effectively communicated Paystack’s modern and innovative approach.
At Clarylife, we understand the nuances of design and will ensure your logo is original and tailored to your brand. We use various tools and techniques to develop custom logos and avoid common pitfalls.
3. Incorporate Your Brand’s Story
A logo that reflects your brand’s story and values is inherently more unique. It should encapsulate the core message and identity of your business. Incorporating elements that are significant to your brand’s history or mission can make your logo more memorable and distinctive.
The World Wildlife Fund (WWF) logo is a panda, chosen because pandas are a symbol of endangered species. This choice was intentional to convey WWF’s mission to protect wildlife. By weaving your brand’s narrative into your logo, you create a design that is both meaningful and unique.
4. Avoid Overused Symbols and Trends for your Brand Logo
Many logos fall into the trap of using trendy or overused symbols, resulting in designs that blend into the background. Instead, focus on creating a timeless logo that stands out. Avoid clichés and common design elements that are prevalent in your industry. Research current design trends and be cautious of incorporating them in a way that makes your logo look like just another fad.
5. Get Feedback and Test Your Logo
Once you have a logo design, seek feedback from a diverse group of people, including potential customers, industry peers, and design experts. Testing your logo design in various contexts—such as on different backgrounds, in different sizes, and across various media—can help identify any issues with its uniqueness and effectiveness. This feedback is invaluable in fine-tuning your design and ensuring it resonates well with your audience.
The rebranding efforts of the tech company Slack involved testing several logo designs with both internal and external stakeholders. The feedback highlighted some similarities with other tech logos, leading to further revisions that resulted in a unique and effective logo that clearly represented Slack’s brand identity.
Case Studies: Learning from Others’ Mistakes
Learning from other brand’s mistakes can be incredibly insightful when crafting a unique logo. Here are a couple of case studies that illustrate the importance of ensuring your logo is genuinely unique:
1. Gap’s Logo Redesign Failure
In 2010, Gap unveiled a new logo design in an attempt to modernize its brand image. The redesign faced immediate backlash from customers and design critics, who felt the new logo was too generic and lacked the distinctiveness of the original. The redesign was criticized for resembling logos of other brands and not aligning with Gap’s established brand identity.
This case demonstrates how crucial it is to ensure that your logo is not only unique but also resonates with your audience and reflects your brand’s core values. Gap eventually reverted to its old logo, acknowledging the need for a more distinctive and recognizable design.
2. Pepsi’s 2008 Logo Redesign
Pepsi’s logo redesign in 2008 aimed to refresh its image but ended up facing criticism for being overly similar to logos of other global brands. The new design, while modern, was perceived as lacking originality and failing to distinguish Pepsi from its competitors.
This example highlights the importance of avoiding overused symbols and trends and ensuring that your logo truly stands out in the crowded marketplace. Pepsi’s experience underscores the necessity of creating a logo that is not only visually appealing but also unique and aligned with the brand’s identity.
3. Nigerian Brand Example: Etisalat to 9mobile
In 2017, Etisalat Nigeria rebranded to 9mobile following financial difficulties. The rebranding included a new logo and identity, which aimed to signify a fresh start. However, the transition was marked by challenges in maintaining brand recognition and customer loyalty during the change.
This case illustrates the impact of a logo on brand perception and the importance of a thoughtful approach to rebranding. A well-considered logo redesign can help navigate such transitions more smoothly and maintain a strong connection with the audience.
FINAL THOUGHTS
Ensuring that your logo is unique and effective requires careful consideration and attention to detail. By learning from the mistakes of others, you can avoid common pitfalls and create a logo that not only stands out but also resonates with your target audience.
Clarylife Global understand the importance of a strong brand identity. Our expertise in simplifying business processes and enhancing customer experiences through visual communication can help your brand achieve its full potential.
You can check our branding case studies to see how we’ve helped other brands successfully navigate their identity challenges. Let Clarylife Global be your partner in building a brand presence that truly stands out. A unique logo is just the beginning of a memorable and trusted brand, and with the right tools and partners, your brand can not only survive but thrive even in a saturated market.