Logo design is the most creative of all graphic designs processes. Besides the computer skills needed, it is the designer’s creative thought process which plays the most important role in creating high impact and eye catching logos. Once you get some ideas for the logo, then you can use your imagination to take you where no designer has ever gone before.
We start every project by asking the client to give us details about what their company does and who their audience is. We then take this information and create a few rough sketch ideas to show the client. We have found that getting feedback on basic concepts is the best for everyone involved. It allows us to weed out the ideas that might look good for us but don’t work for the client’s company. The customer knows his business inside and out, as well as who his core audience is and what they like. Therefore, our client will know which logo is the best for his organization. We ask for feedback and suggestions in order to move in a new direction if the client does not like the concept. We also want to ask our customer about which logos he or she admires so that you can see what our customer tends to like.
First, We created a rough amalgamation of ideas highlighting the main thoughts that we had for this logo theme. We thought of 3 concepts.
1. Everything that is needs to be something - That's where the B came from as it was derived from "being visible" or "be visible"
2. The Message to the audience - Visibility, that is the key to marketing success. Being Visible will make your company grow and will build trust in your brand.
3. The Core of what the business does - The creativity, the design studio.
(Display of all the Elements in the order described above)
Key Elements in Designing a Logo:
A good logo should be simple, memorable, unique, timeless, and appropriate. Being aesthetically pleasing doesn't hurt either. Lets explore these components of logo design:
One of the more challenging tasks for any logo designer, can be explaining to a client the importance of keeping a logo design relatively simple. Many people approach a designer with an existing idea, which is often times overly complex or elaborate. It is the designer’s job to explain why “less is more” when it comes to logo design.
Reasons to keep logos simple:
- More identifiable when viewed at smaller sizes (business cards).
- Easier to recognize when printed at lower quality or on rougher surfaces (clothing, newspaper).
- Require less time to retain visually and are easier to remember.
Ways to avoid an overly complex logo:
- Use distinct lines, clean shapes and legible text.
- Don’t try to say too much. A logo doesn't need to incorporate every aspect of a business.
A logo is often the first thing people will see when introduced to a company. Which is why it’s so important to make a good first impression…a memorable one.
For a logo to leave a lasting impression, it should:
- Have a consistent color scheme.
- Be used when ever possible (business cards, letterhead, vehicle, clothing, web).
- Be unique.
- Be simple and uncluttered.
A great looking logo is useless if it doesn’t properly represent what it’s being created for. Having a logo that is not appropriate or relevant may give the wrong impression, detour potential customers and ultimately hurt sales.
An appropriate logo will:
- Properly reflect the feeling or vibe of the business, either literally or figuratively.
- Avoid use of lettering/type that misrepresents the style of the a business.
- Usually avoid colors that don’t embody the style of the business.
A versatile logo is one that can be used in unlimited applications (website, business card, vehicle lettering, apparel, etc) with no troubles. Some logos are created for web use only, so this isn't a concern, but for all the rest, this is an important thing to consider.
A versatile logo will:
- Look good in smaller sizes (on business cards, etc).
- Work well in single color. Does the logo look good when printed in reverse color?
- Not rely on color to achieve it’s effect.
- Not be overly detailed.
- Not be too tall or too wide.
For a logo to be unique, it not only needs to be different, it needs to properly represent the business it is being created for. Simply creating an abstract or overly elaborate graphic will certainly make it unique, but is it appropriate, versatile, memorable, etc? An effective logo will be all of these things.
Here are some ways to achieve a more unique logo:
- Being aware of the cliche, overused imagery and logo styles. This way they can be avoided.
- Researching the business and it’s competitors. The more that is known, the easier it is to personalize a logo.
- Not designing logos that are too simple. The likelihood that some other designer had the same very idea is much greater.
Having to frequently update a dated logo is bad for a business trying to establish a recognizable brand or identity. The greatest logo designs stand the test of time. Coca Cola is a perfect example. The same logo concept created over 100 years ago is still being used today. While it’s rare that a company uses the same design for this long, it is not uncommon for large brands to stick with the same logo concept for long periods of time.
For a logo to last, it should:
- Be able to adapt to company growth. An overly specific logo will prove difficult if it’s business decides to branch out into new services or offer new products.
- Avoid trends. Every year, new logo trends are the craze, until the next craze of course.
A logo can follow all of the principles addressed above, but if it’s ugly it just won’t be very effective. It doesn’t take a trained eye for people to notice poor looking design.
To create better looking logos:
- Use typefaces that match the style of the logo graphic.
- Avoid using too many colors and colors that clash.
- Keep things visually balanced as best as possible.
- Pay special attention to the details.
Sourced: DesignBuddy and Wikipedia.
Types of Logos:
There are different types of logos available and each will fit with a certain type of company. Eg. a company that does genetic research will use the genetic strain in their logo to associate with what they do. Other companies like Mc Donalds will only use the first letter of their name and build a whole brand around it. Please look at some of the logo samples bellow.
This is a typical example of a Type Logo.
This is a typical example of a Illustrative Logo.
This is a typical example of an Iconic Logo.