Do you ever look at a logo and wonder how it came to be?
Every company has an interesting story to tell, and this can often be portrayed through their logo design. But how are these logos created? Well one thing’s for sure, it was more than just a pen and paper type of arrangement. Logos do more than just represent, as they have become visual symbols that customers are accustomed to. You see a logo, associate it with its given company name and brand, then the business gains the exposure it yearns for. It’s not a mere art piece that a person can joyfully stare at for the time being, it’s a strategic business tool used to identify a company in this vast world we live in.
Logos are pretty much everywhere we go. From the laptop on your desk to the box of milk in the fridge, the company behind every item we purchase and every service we avail of has a certain symbol on it that we often overlook. It has become a huge part of our culture yet we don’t pay much attention to its purpose. This is why it’s important for every designer (and every business owner) to fully understand the magic that comes with a modern logo design.
Looking at a logo, do you ever wonder if there are specific qualities that contribute to its effectiveness? As a matter of fact, there are. These attributes are essential in the impact the logo leaves its audience. A logo, along with strong branding, plays a significant role in business, so it’s important to be aware of the key elements that make up a good logo design.
Simplicity, the most sought-after element in the design. The greatest advantage that a simple logo design can bring you is the demand for power. It depicts straightforwardness, allowing the viewer to take in the message you want to relay wholeheartedly. There’s no need to overcomplicate things, as one of the primary objectives of creating a logo is to make it easy for a viewer to grasp. You want to look like you have everything in order, not seem amateurish in the eyes of your audience.
To achieve this, you can start by stripping away unnecessary qualities from your current draft. Anything deemed insignificant to the message you want to relay should be omitted. However, you don’t want to overdo this part, either. Make sure your logo still has a creative flare in it that viewers may be impressed by.
Let’s be honest, how often have you judged the credibility of a brand based on its logo design? This shallow act is something that we’re all guilty of doing, but as an average consumer, we have a good reason for acting in such a way. The truth is, a good logo design appears professional. Potential customers will feel confident about a brand, therefore encouraging the purchase. You want to invite investors and clients to do business with you, not scare them away with a “cheap” logo design.
If all the A-list companies come out with the same type of logo design, would you go along with the trend? While there’s nothing wrong with wanting to keep up with the times, there are certain disadvantages that come along with it. For one, you’d want to set yourself apart as a brand, not blend in with the competition. Having a distinct logo will make it easier for customers to distinguish your brand in the market, something that you could fully benefit from in terms of popularity and sales. The goal is to draw attention by standing out from a store shelf.
From billboard ads to company brochures, there are various methods to showcase business logos, and it all varies in style and size. Because of this, it’s essential that your logo performs equally well across different mediums. What looks good digitally must have the same effect on the print. It should be scalable enough to suit various platforms accordingly, regardless of the material being used. This is why it’s always important to consider every detail of your logo, especially when it comes to dealing with script fonts.
An effective logo design is one that appeals to its target audience, so creating a logo that’s appropriate for both the industry and market it is in is a must. Think about what you want to be perceived as by your prospective market, and then work on attaining that through the design. For example, a construction firm should appear willing and able to do the toughest tasks, so the logo design should portray that thought for potential customers to comprehend. The logo should be made with the customer in mind, specifically what they want and need from you as a brand.
It’s hard to think about a brand name without its company logo immediately coming to mind. If you could effortlessly describe a logo and dictate its significant qualities without a guide in hand, then that’s clear indication of a memorable design. This allows consumers to instantly recognize a brand, even when they have only encountered it a few times. You want to become a brand that’s worth remembering amidst the sea of competitors, and that includes the products and services you’re capable of offering.
Can a business run just as smoothly without a good logo design?
The answer to that question is considerably debatable. Some would argue that logos aren’t as important as people make of it, while others would say that it’s an iconic piece that a business cannot live without if it wishes to expand its services to a larger market. Regardless of the possible arguments that may arise, there’s no doubt that a logo has a purpose to serve, and we can give you more than one reason why it’s essential for every business to have one.
With so many existing businesses in the world, a company has to pull all the strings to appeal to customers. And in this society of internet-driven individuals, it’s all about making a positive impression that’s worth the talk. We have developed this habit of relying on first impressions, so if a logo fails to meet the criteria, we’re quick to disregard the brand in its entirety. It’s important for companies to understand how damaging a poor logo design can be to the business and how good impressions matter more than we know.
While a company has to work hard to build its brand, there’s always a visual symbol that identifies the brand as a whole. To the average consumer, this symbol is known as the brand logo. Having something to recognize with a single look is one what we yearn for, as this is a lot easier to remember that the actual company name. A logo can help a company establish brand recognition for its potential customers to distinguish in the market. This way, it would be easier for them to purchase the said company’s goods and services, or even recommend it to friends and family.
Whether we like to admit it or not, our judgments are clouded by what we see. There’s something about being “too much” that bothers us, like if a company looks too expensive, too boring, or too fun for our own liking, we begin to perceive it in a certain way. That’s why we’re quick to associate the essence of a company based on a mere logo, especially when this affects our decision on whether or not we are willing to trust the products or services they offer.
Knowing this, it’s important for a company to create a logo that accurately represents the business for the reason of attracting the right type of audience. Customers will form expectations based on the design of a logo, so it’s important for a company to live up to those as well. Otherwise, you can expect a great loss in resources, along with bad reviews from disappointed individuals.
By now, we’ve established that logos are essential for brand identity, but did you know they’re good for communicating as well? It’s nothing overly dramatic, nor does it have to be a hidden meaning that onlookers are forced to decipher. It’s a simple message that the brand wants to relay to its audience, such as the values the company holds with pride. It’s more than just painting a pretty picture for viewers to appreciate, as a good logo design performs in a way that sheds a positive light for the business to prosper in the market.
When you go to a store, how do you decide on what brand to purchase from? To be quite honest, our decisions often revolve around familiarity. If we think a particular brand is worth the shot, we purchase from them. And if we are satisfied with what the brand has to offer, we continue to buy from them. Building a bridge between you and your customers creates loyalty, and loyalty means sales. This is another reason why good impressions matter in business, especially if you aim to develop a proper company-customer relationship with your audience.
Apart from being creative, you also need to be imaginative as a designer. It’s an endless cycle of brainstorming, conceptualizing, and sketching until you’re fully satisfied with the results. But the whole process isn’t all rainbows and butterflies, as it can sometimes get frustrating and intense, even for someone with a creative mind. With all the time and effort put into the project, you’d want to avoid committing any mistakes along the way. With that being said, here are some common logo design mistakes to keep away from.
As human as we are, it’s common for us to seek inspiration from other creative works to start with our piece. It’s not so much that we’re copying an existing work, just an innocent quest to gain ideas for our own project. However, there are instances when designers go over the line of getting inspired to actually copying someone else’s logo design. Not only will this hurt your pride and dignity as a designer, but this could also build a bad reputation for the business itself. It’s important for designers to properly conceptualize on a design before finalizing the end product. This involves careful research on the needs and demands of customers, as well as the already existing designs in the market.
A hardware store is to a hammer, just as much as a learning center is to a light bulb. Although this common practice of associating the obvious with the general nature of a company is the rightful way of being straightforward, it still constitutes to being mainstream and predictable. Go out of your comfort zone by trying something original and unique, but make sure you’re sending the right message as well. You could always add your own twist and style to turn the cliché into something out of the ordinary. Of course, this would take a good amount of time for brainstorming and conceptualizing to achieve.
Drafting the appearance of your logo is one thing, deciding on the final font and color choice is another. It’s not easy to make the decision, especially when this could either make or break the overall look and feel of your logo. For the typeface, you have to stay away from the common mistakes, which includes boring fonts and those that appear too busy. You also need to make sure you don’t exceed the standard number of fonts used, which is two. As for your color choice, try not to rely too much on colors for effects. Part of being versatile is to make a logo that looks just as good in gray-scale as it does in color. With that in mind, it would be best to experiment with various elements to achieve the final look you’re going for.
There’s a reason why designers prefer to use applications such as Adobe Illustrator and CorelDRAW rather than the standard editing software, Photoshop, for making logos. It has a lot to do with producing a vector design, which works better for logos compared to raster graphics. Vector graphics are scalable, meaning they are capable of being stretched or shrunk into different forms yet the quality remains the same. This ensures that your logo design stays of top quality regardless of the size or texture of the medium being used.
As a graphic artist, you know how difficult it is to deal with clients, especially when you’re forced to face individuals with strong personalities and vague ideas. Not all clients know exactly what they want in the beginning, so that’s when you come in to offer creative advice. But then again, along the way, they can be hard to work with. They constantly demand for “more” but oftentimes, this is what ruins the overall look and feel of the logo design. And since between the both of you, you’re known to be the professional in the said field, it’s your responsibility to educate your client. You know very well that the client isn’t always right, but you should also be aware that you aren’t either. It’s a team effort of bringing a vision to life, one step at a time.
Some of the biggest names in the industry have successfully created a proper brand identity for themselves, bearing logo designs that could stand alone without any indication of its company name and brand details. Logos play a key role in building a brand strategy, as it is seen as the “face” that customers first come into terms with. So when it comes to developing an effective logo design for a business, there a few guidelines that one must keep in mind.
Whether you plan on launching a new company or simply need an up-to-date creation for rebranding purposes, it’s important to be aware of how a logo design could affect the flow of your business, especially in the long run. Companies like Apple and Nike are just a few examples of brands that carry a good logo design that has created a positive image for their brand. In this process of designing a logo, you need to find the right balance between creating something that accurately describes the essence of your brand, while still being visually pleasing.
While there’s a great difference between a logo design and branding, it’s important to be fully aware and knowledgeable of the role logos play as the foundation for successful branding. It’s a difficult task to accomplish but with the right team and the proper mindset, anything is possible.