How to Design a Recognizable Logo
A logo often includes the company’s name and characterizes the main activity directions of the brand. Sometimes the logo is called the trademark.
Logo forms the brand’s image. Since there a lot of cases when, thanks to the welldesigned logos, companies were able to increase the profit by dozens of times, no one can say that logos are secondary.
Looking at the logo design a little bit closely, one can determine the following stages:
- Preliminary works.
- Definition of the concept.
- Revision of the chosen concept and improvements.
#1 Preliminary Works
At this stage, try to find out the particular features on which you’ll base the logo design. Determine of the main values and advantages of your business.
● If the business is really big, the best outcome is to hire professionals, for example, a logo design company.
● If the business is small or mediumsized, then, having some design skills, you can try to design by yourself.
#2 Definition of the concept
It begins with the collection of info about the company. Of course, the logo should reflect the essence of your business.
Please, define the two main things:
● Whether the company name will go as an abbreviation in the logo.
● Whether you’ll use any image.
Let’s say you grow wheat: then can use a few spikelets of wheat and write the name of your company below the image.
Avoid any excessive elements: the simpler – the better. As the designers say, the best design is a design that has nothing to remove.
Typically, at this stage designers develop 3 or 4 concepts and then the one as a basis for further designing.
#3 Revision of the Chosen Concept and Improvements
When the main tasks are done, the only thing left is to check whether you haven’t missed anything essential. Make sure you’ve done your best and pass to the logo release.
Yes, you’ll definitely need to make a bright presentation of the new logo. But what’s even more important – at the date of release, you should already have the promotion strategy, i.e. you have to know where you’ll put the logo, how much it will cost for you, etc.
The Main Principles of Logo Design
Here are some tips on how to approach the design process:
1. Connect the logo with the target audience.
Brands focus on a certain segment of the market, basing on age, price, social or other factors. Leaders are doing particularly well and, as a result, form a loyal audience. The first step is deep and clear understanding of the target audience for which you work. If to say simpler – just try to look at the brand through the eyes of buyers.
2. Don’t underestimate the font.
The choice of fonts has a great importance in the shaping of the brand’s image. The correct font emphasizes and enhances the selected style solutions. The graphic design is full of trends: try not to use a trendy font for the sake of momentary brightness; otherwise, you’ll likely have to redesign the logo in near future. Also, we don’t recommend you to use complex fonts, fancy or overdecorated. In such cases, as a rule, the font distracts the user’s attention from the primary message.
3. Use a graphical dynamics.
The logo not only evokes emotions – it also conveys the dynamics necessary for the specific purposes of the company. In European culture, the movement from left to right is perceived as a positive, associated with the growth or progress. The rotation around the axis conveys a sense of harmony.
4. Draw a Black&White Sketch.
The initial search for graphic ideas should be held in black and white. This maximum tone contrast is the most advanced techniques in the composition. It allows you to achieve the most pronounced lines and identify possible weaknesses.
5. Choose Suitable Color Gamut.
When choosing a color for the logo, please take into account the theory of colors.The nonverbal power of color can be seen from the simplest everyday examples: we stop when we see a red traffic light and when we see green we cross the road; we pay attention to the color of plants and animals to determine whether they are safe for us. The gamut choice is the result of painstaking work on the search for harmony between the colors.
6. Adapt the color model.
Sooner or later, you’ll have to display the logo on a dark background or vice versa: this may be a new catalog for the exhibition or advertising model. That’s why it is necessary to take this factor into account at the design stage. Please to carry out a critical evaluation of the quality of the selected color model both on light and dark backgrounds.
Don’t expect fast results when creating a recognizable logo. Be ready to spend a lot of time as to agree on all the details. Finally, you’ll get the successful, recognizable and effectively working logo.
Brian Jens is a researcher, designer and blogger currently working at www.DesignContest.com. Web design is his primary passion: Brian loves to find something valuable, analyze it, and share the results with the audience.