Logos serve as an avatar for your brand and represent your brand in all areas where your customers interact with you. Not all logos are created the same, especially after the rise of social media. 

Social media-friendly logos are customer-centric and focus on connecting with customers on a deeper level rather than just showing your brand name. They need to be unique and show why your company stands out from competitors at first glance. 

In this article, we’ll dive deeper into learning more about the principles you need to follow for designing a logo that will build an emotional bond with your customers and make them remember you every time they see it. 

Define your target audience and brand personality 

The first step in finding out how you can build an emotional bond with your customers includes knowing who your ideal customer is. Take time to build your buyer persona and learn more about your customer’s purchasing behaviors, interests, age, location, and values. This information will help you learn more about which kind of logo you need for your social media audience. 

It’s important to know your brand’s identity and the personality you want to show to your customers. Here are four categories that your brand can fall into: 

1. Playful and fun 
2. Trustworthy and reliable 
3. Elegant and sophisticated 
4. Bold
5. Innovative

Logos should always align with the brand’s personality and this helps connect with your social media audience on a deeper level. 

Keep it simple 

If you look at popular logos, you’ll realize that most of them are simple and clean. Avoid using too many effects and textures. Simple logos are easier to remember and recognize on smaller mediums.

If you use too many details, logos can become pixelated when they become larger and hard to see when displayed in smaller sizes. Good examples of simple logo designs include: Apple, Nike, and X (Twitter). 

The benefits of keeping your logo simple involve: 

1. Instant recognition: Straightforward designs allow users to quickly identify your brand, which is especially important for social media since most people will not spend too much time focusing on content and will just scroll through it. 
2. Easy for displaying across different mediums: Simple logos are easily scalable across different mediums. Each social media platform will require you to maintain your logo’s clarity, regardless if you are posting on Facebook, Instagram, or anywhere else. 
3. Timeless: Trends change over time, but that doesn’t mean your logo should. For example, Nike created their logo in 1971, but it never gets old now, does it? 

You can keep your logo simple by following some general rules: 

1. Stick to no more than three colors that align with your brand’s personality 
2. Stick to basic shapes like straight lines, squares, and circles 
3. Prioritize strong icons (if you use one) 
4. Optimize your logos for smaller sizes 
5. Always test your logo to see if it maintains its quality across different mediums 

If you look at Nike, Apple, and X, you’ll realize that all of them only have one shape in their logo and this is called simplicity. Also, if you check their logos on different social media channels, you’ll realize that they all maintain the same quality. 

Choose the right colors by using the color wheel 

As a general rule, it’s always important to first start with black and white. Without any colors, you need to clarify if all the elements- icons, typography, and shapes are still distinct. Get rid of overlaps when the colors are removed. Logos that are realizable in black and white are going to be high-quality when used in colors. 

After you’ve completed the black-and-white test, it’s now time to focus on the three key color variations: 

1. Primary colors: Blue, red, and yellow. 
2. Secondary: Orange, green, and purple. 
3. Tertiary: Violent, aqua. Created from primary and secondary color combinations. 

After you’ve learned the key color variations, it’s time to learn more about the two color temperatures that exist: 

1. Warm colors: Red, orange, and yellow. 
2. Cool colors: Blue, green, and purple. 

If you are using warm colors, this means that your brand is most likely energetic and generates a warm feeling for customers. Examples of brands that use warm colors in their logo design are Netflix, McDonalds, Coca-Cola, etc. 

Cool colors give out calm feelings. Good examples of brands that use cool colors are Starbucks, Volkswagen, Milka, etc. 

Choose a memorable typography 

Typography plays an important role in creating an effective logo design for social media. The very first step in achieving this is by learning more about the different types of fonts that exist: 

1. Serif fonts: Trustworthy and traditional; 
2. Display fonts: Dynamic and bold; 
3. Script fonts: Come across as informal and elegant, depending on the style;
4. Sans Serif fonts: Clear and modern. 

Choosing the right typography for your logo can be done once you know more about your brand’s identity and who your audience is. Typography is important when creating a logo design for social media for the following reasons: 

1. It communicates your brand’s personality;
2. It improves memorability, allowing users to remember your logo much more easily;
3. It enhances readability. 

If you want to stand out more, we recommend you stay away from generic fonts. Generic fonts are Times New Roman, Arial, Impact, Verdana, and others. 

Prioritize readability 

Readability is important in social media logo design, where logos need to maintain their quality at small sizes. Readable logos make sure that your brand is identifiable across different platforms, making it much easier for your target audience to remember and engage with you. 

Here are some strategies you can use for prioritizing readability in your social media logo design: 

1. Focus on high contrast: High contrast between background colors and text improves readability, especially on mobiles. For instance, if your logo text is dark, you can use a light background or the other way around. 
2. Avoid overly detailing elements: Social media environments can easily make your logo blur out in small sizes if you are using too many details. Keep your logo clear so it remains the same in different screen sizes. 
3. Use bold and defined shapes: If you use icons in your logo, it’s best to choose well-defined and bold shapes that remain clear when scaled down. Avoid using complex shapes and thin lines, this may not be the best option. 
4. Limit color variations: Using too many colors can negatively reduce your readability. Always stick to a maximum of three colors that can contrast well with each other. The color wheel can help you do so. 

Facebook and LinkedIn are great examples of logos that have excellent readability, so you can always use them as an example. 

Make use of white space 

White space is also known as negative space. It helps your logo breathe on social media. Cluttered logos can get easily lost on small screens. Keep in mind that negative space needs to always be used creatively. Your logo needs to communicate multiple messages instantly when viewers see it. 

Great examples include Adidas and Apple. Adidas three-stripe logo design looks dynamic and simple at the same time; same thing with Apple. The bitten apple uses negative space around it to instantly make it look unique and memorable for users. 

Optimize file types for your social media channels

If you want to make sure your logo is saved in a clear version, save it as a vector format (SVG, EPS, AI) file. Vector formats are easily scalable and this is highly important when creating images for social media. 

If you want to be on the safe side, follow these size guidelines for social media channels: 

YouTube 

1. 1280 x 720 pixels for video thumbnails 
2. 800 x 800 pixels for channel icons 

X (Twitter) 

1. 400 x 400 pixels for profile pictures
2. 1500 x 500 pixels for photo headers 
3. 1024 x 512 pixels for in-stream photos 

Instagram 

1. 400 x 400 pixels for personal logos
2. 646 x 220 pixels for banner images
3. 590 x 300 for shared images 

LinkedIn 

1. 400 x 400 pixels for personal logos
2. 646 x 220 pixels for banner images
3. 590 x 300 pixels for shared images 

These guidelines are important to follow, so write them somewhere and make sure you are following them. 

Recap of everything we learned 

We came to the end, and what we learned was that before starting to design your logo for social media, you need to clarify your brand’s personality and target audience. Keep everything simple and avoid using complex shapes since they can become pixelated when they become smaller or larger.

Additionally, focus on the color wheel, your typography, how you use the white space around your logo, and using the right logo formats when using different social media channels. The end goal is to make sure your logo remains high quality regardless of how big or small it gets.