Your brand is a currency. Whether you’re a newcomer to e-commerce or a long-term Amazon vendor, consumers need to know that they can trust your store.
Amazon makes an effort to control brand integrity with strict quality regulation and reviews, but customers still want to work with a brand they can trust. For most brands, building trust and recognition leads to repeated purchases and a sustainable business model.
A logo is synonymous with a company’s brand. As children, we learn to recognize brands before we can read. Visual representation will make your brand more memorable, as your customers likely remember visual imagery much more clearly than words.
As a retailer, having a logo means increasing brand recognition and trust, which creates customer loyalty, which leads to repeat customers and an increased customer lifetime cycle. This could give you an edge when competing with the 2 million+ third party sellers on Amazon.
Here are the best practices for designing a custom logo for your Amazon brand, choosing the right design tools, and actually creating your logo.
How to create a logo for your brand
If you employ an in-house design team or graphic designer, sit down with them and explain your brand vision. If you don’t have the benefit of an in-house design team, here are other options you can consider.
Freelancers can provide amazing logos at a range of prices and quality. You can get quick, easy designs, or highly-customized designs.
Some good places to look for a freelancer include Fiverr, Freelancer, Upwork, and AngelList. You can browse profiles, portfolios, and read reviews, as well as post your own design jobs for them to come to you.
While this option isn’t for everyone, there are plenty of free and low cost tools for making your own logo.
This works well if you’re just starting out on Amazon, or want full control of your design. If you’re creative but can’t necessarily draw, there are tools that will allow you to customize templates with your own images and text to make a logo that’s uniquely your own.
Piktochart – Piktochart is a drag-and-drop graphic design interface that allows you to create infographics, presentations, and other graphics for free. The site doesn’t have a specific logo feature, but you can play with design elements like shapes, symbols, and images to create beautiful logos. These features are customizable with text and numbers. The free version supports drag and drop, offers a great deal of content, and makes it easy to configure elements into a variety of layouts and formats. The premium version (from $15 per month) allows you to upload your own photos and access 600+ templates for easier design and creation. You can get started right away with the free version by signing up.
LogoGarden – LogoGarden is a logo creation tool with a drag-and-drop interface featuring elements such as colors, symbols, and fonts. After creating your logo, you can download it for free in low resolution or pay $12.95 for a larger 500×168 file with a transparent background and no watermark. LogoGarden is very easy to use, but is limited and does not offer images large enough for print.
SquareSpace – SquareSpace is well known for their web building interface, but the company offers a similar service for logos. The logo creator is free and allows you to quickly and easily create simple logos using a title, a tagline, and an image. While it’s free, SquareSpace offers limited layout options and you have to have specific icons in mind because you cannot browse, only search. If you want a high-resolution logo (5000×5000) you’ll have to pay $10 for the service if you don’t already use SquareSpace.
Looka – Looka’s Logo Maker is an AI-powered tool that allows you to create a unique logo in minutes. It’s fast and easy to use. You don’t need any prior design experience to create a professional-looking logo you’ll love and be proud of.
Their Basic Logo Package costs 20$ for one logo file. If you purchase the brand kit subscription for $96/yr, you’ll have access to a complete social media kit that offers: 100+ social media templates customized with your logo and brand colors, and designs made for different platforms, including YouTube, Facebook, and Instagram.
Essential design elements of your logo
Great logos do more than just convey a brand; they send a message. Amazon’s own logo reminds viewers that they offer everything “From A to Z.”
If you want to make the most of your branding, it’s important to put time and thought into your logo. You want it to be more than just your name on a colorful background. You want something that’s unique, legible, and memorable.
What to avoid
1. Don’t follow trends
Following a trend is the easy way out, and doesn’t make for a memorable or unique logo. Trends are usually followed by small businesses who only cater to a small audience. Adopting cookie-cutter logos when advertising to a large Amazon audience will reduce the value of your logo by making it less memorable.
If you like a trend, look at ways to make it unique by adding your own flare and adopting different elements.
2. Don’t overdo it
Too many colors, fonts, and icons in one logo make it messy and disorganized. Remember that logos are sometimes displayed at a small size, so consider clients who have poor eyesight.
Amazon gets over 8 million mobile visitors every day, so if your logo doesn’t work on a small mobile screen, you risk losing potential customers. One easy tip is to use two or three colors maximum and then beta test your logo in black and white. If it doesn’t look good in monochrome, it probably doesn’t look good in color either.
3. Don’t get too wordy
Including your brand value proposition or slogan might seem like a great idea, but it doesn’t work in small print. Instead, you’ll end up with a cluttered logo that no one can read. Create a simple logo and try to represent your brand with imagery, not words. Then, you can always add your value propositions under your logo for print or larger displays.
4. Don’t use stock art, vector graphics, or raster images
While it can be tempting to use imagery that’s already available to you, this will hurt your logo in the longterm. By using images that are available to everyone else, you reduce the individuality of your logo. You’ll make it less recognizable, and therefore less valuable. If you’re using vector graphics or raster images, you also greatly limit your ability to print your logo. For this reason, only use vectors or rasters if you don’t intend to print. If you do intend to print, invest in high quality graphics to ensure that they print well without pixelation.
5. Don’t mess up the fonts
It’s important to pick a font that works for your business and to stick to it. While you can use multiple fonts in the same family, you shouldn’t jump between fonts to add emphasis. It’s also important to avoid using a basic font like Helvetica or Calibri, because those are instantly recognizable and familiar to all readers, and therefore are less memorable. Your font should be as unique as possible, while still being legible and easy to read.
1. Understand your brand
Your logo should represent your brand and what you stand for. If you know what is important to you and what your customers love, then you know what to focus on when you create your logo. This process is usually easier for private label brands, but you can define your brand ideals and value points even as a distributor.
Consider reviewing your customer returns comments and feedback. What do your customers value? Fast shipping? Great service? Quality? Unique products? Once you understand what your customers are looking for, you can decide how to communicate that in a logo. For example, the arrow hidden between the E and X of FedEx’s logo subtly communicates their brand values.
2. Choose the right colors
Every color sends a message, but that message can vary depending on who’s reading it. For example, red is associated with intensity, action, passion, trust, and love. Purple is associated with luxury, royalty, glamour, power, and introspection.
However, you want to pay attention to more than just what colors mean. Many logos feature high contrast colors. If you go back to the FedEx logo, you can see that they used purple and orange. While orange stands for creativity, determinedness, and enthusiasm, that’s not why it’s important in the FedEx logo.
Purple and orange are nearly opposite each other on the color wheel. This means that they stand out together in print and on small logos and screens. As a result, the logo is still eye catching, even when it’s a tiny thumbnail.
Don’t use colors that are completely opposite of each other, as these are typically jarring and don’t work together well. Instead, look at colors that are far away from each other on the color wheel, but not exact opposites. You can also try using darker or lighter shades of the color, such as burgundy with navy instead of pure red with pure blue.
Get creative, compare colors, and make sure that they look good together before you use them.
3. Consider symmetry and design balance
Negative space, symmetry, and balance are all important parts of aesthetic appeal. If you look at any memorable logo, you’ll notice that it’s balanced, there’s space in the design, and there’s usually no background.
Negative space increases reader comprehension by 20% and symmetry inherently makes people more attracted to an image or text. These design aspects are important, and you’ll need them to make an attractive logo.
4. Get the sizing right
Create your logo as a high resolution, large image so you can use it for print, and then re-size down to use for Amazon and other websites. Using small logos for print will create poor quality and unprofessional images that will do nothing good to your brand.
Use your logo to brand your business
Once you’ve created your logo, you can begin using it to brand your Amazon.com account by uploading it through Seller Central. However, if you have invested your time and money into a quality logo, you can use it to brand almost everywhere you have a brand presence.
For example, if you currently include “Thank you for your purchase” notes or cards in your Amazon orders, you can print your logo on them to increase brand recognition. However, you should do so with care and make sure that you’re promoting your Amazon store and not a website or your brand, as Amazon frowns on sending promotional material with packages.
You can also utilize your new logo in your digital marketing by integrating it into your email newsletters, using it on your social media channels, and to brand or watermark images that you create yourself. Don’t forget to update your branding guidelines (if you have one) with your new logo!
A logo is a powerful, crucial element of any brand. Your business can use it strategically to increase brand recognition, drive customer loyalty, and expand brand presence.
These actionable tips and best practices will help you create an amazing logo for your Amazon brand, so your marketing team can hit the ground running.
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Guest author bio
Chad Rubin leads Profasee‘s perations and oversees its strategy. He often speaks about e-commerce, amazon and leveraging AI strategies on webinars and conferences worldwide. He’s also the author of the Amazon bestseller, Cheaper, Easier Direct. Prior to Profasee, he founded Think Crucial and co-founded Skubana , and the Prosper Show. He is also a father, husband and loves coffee and tacos.
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