Today, it is very easy to open an e-commerce store and start selling online. Thanks to platforms like Shopify, BigCommerce, and 3dcart, anyone can launch a store.
However, this low barrier to entry means that most e-commerce niches are very competitive, with many brands selling similar products at similar price points and using similar themes.
So, in a world where everyone is similar, how do you stand out from the crowd? The short answer is by building a unique brand – and this process starts with designing a unique logo.
On that note, here are 4 tips for designing a logo for your online store that will get customers into the virtual door.
No. 1: Know your audience
Before you even think about designing, it is really important to get a handle on who your audience is and what they’re looking for when they get to your store. So, the first thing to think about is your niche.
What differentiates your store from other sellers who offer similar products? What aspects of what you offer will most appeal to your audience?
Logos give off certain personality traits that your customers will either connect with or be deterred by. Understanding who the ideal customer for your store is will help you design a logo that speaks directly to them.
For example, the designs that appeal to 35-year-old Dana with a middle-class income and a passion for needlepoint is not going to be the same as 16-year-old Derrick who loves rock bands and adding to his poster collection.
So, try to create a customer persona that you can use as a guide. If you already know who your customers are, put down a few of their traits and characteristics (age, hobbies, income, geographic location). And think about what their needs are that your products solve.
All of this is important information if you want to design a logo that draws your target audience into your store – and keeps them browsing. As you are creating your logo, you should ask yourself how Dana or Derrick (or whoever your target persona is) will respond to what they are seeing.
No. 2: Use a simple icon
For those who don’t know, your logo icon is a symbol around which you can base your entire logo design.
While there are logos that are just name-based, it’s recommended for online sellers to use icons in order to communicate messages about your store to your audience. (See why tip 1 was so important?)
Because your logo is primarily going to be on your website, it’s important to choose an icon that can easily be resized and looks good on screen. That means your icon can’t be too detailed, or the details will get lost when it’s scaled down to fit your screen.
There are several ways to go about choosing an icon for your store. One option is to use a literal representation of your store or business name, to help reinforce brand recognition.
Another is to choose a symbol of your best-selling product. This could work well if your store specializes in one specific thing but could also box your brand in down the line if you eventually want to expand and include other types of products.
Finally, you can go with a shape or an abstract symbol that conveys a set of emotional traits, rather than going with a literal object. For example, triangles sitting on their side represent movement and action, while circles signify collaboration, mystery, and friendship depending on how they are used.
No. 3 Choose colors with meaning
Like icons, colors convey different meanings to their viewers. People have subconscious associations when they look at different colors, and as a result, they feel certain emotions that can influence their behavior.
That is why it is (obviously) important to pick colors that have the right meaning. The last thing you would want to do is create a logo that tells your audience your store is expensive and high-end when you were aiming for affordable goods for the average consumer.
Try to learn a bit about color psychology before you dive into the color fray. Reds, blues, yellows, and blacks/whites are the most popular logo colors, but you may want to combine one of those with a unique shade in order to separate your logo from those representing other online stores.
You also do not want to use too many colors; stick to two or three-color combinations at most, so as not to make a logo that looks cluttered and overwhelm your audience.
No. 4: Experiment with typography
Fonts play an important role in your logo, especially if you’ve chosen mild colors or a simple icon. Each font has its own personality (starting to recognize a theme?) and will be able to communicate something different to your potential customers.
There are 4 main types of fonts: Serif, sans-serif, script, and modern. Serifs have a more traditional, high-end feel, while sans-serifs have a more down-to-earth vibe.
Or you might choose a script if you want your audience to think your products are festive and personalized.
Do not be afraid to experiment with different fonts before you commit. In fact, try to test out different fonts on your website, in varying sizes. It is important for your logo font to complement the font of your website copy, so that your store looks like a cohesive brand.
And, above all, your logo typeface needs to be easily readable. There is no design fail worse than an illegible logo; if customers have difficulty understanding what it says, they’ll get frustrated – and move on.
No. 5: Know your design options
There are lots of ways to design a logo. The method you choose will largely depend on your budget. However, budget does play a big role in the final design – it is the difference between having a freaking amazing logo, and one that is good (does the job).
If you have a few hundred dollars to invest in a logo then you will be able to hire a top-notch designer, who can deliver – freaking amazing. If your budget is about $100 you can still get a pretty cool design by using a freelancer on a site like Fiverr.
However, if your budget is under $50 then a logo creator is a good choice. You will not get a logo with a WOW factor, but you will get a logo that looks the part – professional but underwhelming. You will still have some customization control thought, so you can apply the above tips.
Time to Start Designing
Remember, you are entering a competitive online world, and the best way to differentiate yourself from other stores is through having a strong brand.