Hiteshree Dudani
Apr 8, 2017 · 7 min read

In the tech-savvy 21st Century, visuals have highly influenced memory retention. Especially when it comes to marketing, a study suggests that more than 65% of the information retained is through visuals. Quite a number, isn’t it? This makes visuals a core focus area when you are marketing a product, a service or an event.

For events, in particular, the pre-event marketing begins with your event logo. Logos are the first visual cues for your event. Thus, it is very crucial for your event logo to be simply perfect.

What is the significance of your event logo?

Your event logo is the first portrayal of your event. It is the visual that is going to stay with your audience for long. That is why,

An ideal logo should reflect the values, demographics, interests and psychology of the targeted audience.

All of these should be projected by the fonts, shapes, colours, patterns, etc. used in your logo. Because all of these have much deeper implications than you think!

Back to Basics for your event logo!

There are some very basic requisites of your event logo. But since they are the basic ones, they are usually the most ignored ones. So make sure to have this checklist in your hand before you finalise your logo.

1. The logo should be the visual summation of your event.

This point is quite a given, but when it comes to its practical application, event organisers often fumble. Your event logo should briefly tell the audience about all the important information of your event.

Pro tipA simpler way to do this is to use the 5 Ws. Your logo should essentially answer the 5 Ws — What, When, Who, Why and Where! This will make your logo completely inclusive, informative and thus, practical

2. The logo should be attractive in a very obvious, yet simplistic way.

Too many knicks and knacks can often be overwhelming and slightly irritating as well. Plus, they often steal away the attention from the necessary information. That is why refrain yourself from designing a logo which has too many elements. Make a simplistic logo which is attractive in its own way.

Pro tipThe number of elements never make a logo striking. The arrangement of those elements within the logo is what matters!

3. The logo should not be ‘in trend’!

In this Twitter age, Trends are our answers to each and everything. We are trying to follow trends in all the aspects of our lives, be it fashion, work, or something as crucial as an event logo.

But the problem with following the trends is that it makes you a part of the crowd. Your event can’t stand out from others because it has a logo just like everyone else. That is why; ensure that you are not creating a logo which is trendy.

Pro tip– Trendy blends with the crowd. Unique creates the trend. A ‘not in trend’ logo will differentiate your event from others.

4. Make it Social Media friendly.

One of the most relevant platforms to publicise your event is social media. Therefore, ensure that the event logo you create works well with social media. It should look appealing on your social platforms to qualify as the perfect logo.

Pro Tip- Make a list of the specific media outlets you are going to use for your event. Check how the logo would look on these to have a better understanding of your requirements.

5. Include the important dates.

The logo of your event should be well informing. It should be enough to give all the basic information of your event. Adding dates on your logo will be a part of this information. The viewers will know the important dates of your event and will thus make sure to be there. Especially if you host an annual event, your audience will know which edition you are talking about now.

Pro Tip- Add the last date for registrations or ticket booking as well for your event. This will prompt the viewers to book a seat for themselves quicker.

Use the Brand Psychology for your event logo.

Branding psychology uses the existing knowledge of mental processes and cognition of humans for efficient branding and marketing. The techniques of brand psychology can even be applied while creating your event logo. Some of the most relevant ones are:

1. Audience analysis

Your event is meant for a special target audience. It might share the same demographics, similar social status, similar occupation, etc. Whatever it may be, there is one definite link between your event and your audience. Identify the link to identify your target audience.

The next step would be to analyse this target audience. You need to understand the choices, the interests, and the appealing factors of your audience. Only then will you be able to design a logo which would catch their attention.

2. Kahneman’s Fast & Slow Thinking

The concept of fast and slow thinking was proposed by Daniel Kahneman. This concept should form a crucial part of your logo design strategy. According to this theory, humans use two distinct decision-making processes — fast thinking and slow thinking.

For smaller decisions, the given information is registered in the unconscious mind and the person quickly decides what he/she wishes to do. While for bigger decisions, the conscious mind carefully analyses the given information and slowly comes to a conclusion.

In this case, watching the event logo and to decide if or not one should go into its details is done by fast thinking. However, the decision of if or not the event should be attended is taken by slow thinking.

Therefore, your event logo has to be very eye-catchy in a way that will appeal to the unconscious mind. It should tempt the person to know more about your event. How? Read the next point to know!

3. Colour psychology

Colours form the most basic element of the snap judgements or what we call fast thinking. Specific colours have specific impacts on the manner in which people perceive the given information. That is why it is important to take into account the colour psychology to understand what colours would be the best for your event logo.

Use this colour psychology chart to determine the colours of your logo. Pick the colours which best identify with the values of your event and are in sync with your target audience.

Learn from the Logos

Let us take into account some good event logos and learn what they have done right.

1. FADU CARNIVAL

The best feature of this logo is that it has very neatly depicted the various elements of the event. You know that this is an all festive event by looking at the logo itself. Plus, using a wider colour palette makes the view aware that the event is not going to be about one, but many different moods.

2. BATH HALF MARATHON

This one is a great example of a simple logo. It is definitely striking but doesn’t have many elements. It has a neat and clean look. Plus, it displays the date and year of the event as well. If the viewers are already acquainted with the event, such a logo will prompt them to attend the event on the given dates.

3. CANDIAN MUSIC FEST

This event logo has quite a few peculiarities. First of all, it decently shows the event dates in the logo. Secondly, the graphics used are a perfect reflection of what the event is about. Finally, the graphics are such that would immediately capture the attention of the event’s targeted audience.

4. KAIST INTERNATIONAL FOOD FESTIVAL

The logo isn’t loaded with elements, nor is it extremely simple. It has the right graphics in the right number which makes it visually appealing. Most importantly, this logo perfectly summarises the event’s concept in a very aesthetic manner. The logo will ensure to capture your attention, plus you can get a basic idea of what the event is all about just by looking at the logo.

The perfection of your event logo is finally defined by you. If one quick glance at your event logo can help a person comprehend your event, then it is just perfect!

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