Approach to a successful logo: A logo is a design/emblem/trademark of a company. Brand, on the other hand, is an idea or image associated by consumers with a particular product or service. The two are highly interdependent concepts; each depends on the other for success. A brand must use a logo to create a lasting impression on their customers. If the logo design is poor, then it won’t achieve the intended effect. In the same vein, a smartly designed logo won’t create much of an impact if the brand it represents is not well-received.
To come up with a successful logo then, designers must approach from both the company and the customer’s perspectives. You have to create a logo that effectively captures the company’s identity. At the same time, it should connect to customers. Here are two basic steps every logo designer should take before designing a logo.
- Know the company. No designer should start designing a logo without doing prior research. You need to know first your client’s marketing or branding strategy. The logo you create should be consistent with the rest of the brand. You should also know your client’s target market in order to create a logo that connects with company’s customer base. Learn their needs and wants, the color they respond to. This shouldn’t be involved too much work as most businesses have already researched the answers when they created their marketing strategy. The information you gather from your research will give shape and life to your logo. You will realize, too, that research will help a lot in the brainstorming and conceptualization process.
- Pick a catchy name. If you are tasked with coming up with a brand name also, it would be a lot tougher than you can imagine; the challenge is it should be instantly recognizable. On the other hand, you can also have a lot of fun with it. A brand name can be based on religious belief (Canon), whimsical (Sony), or a simple word (Apple). No matter your choice, the name should be recognizable and great sounding. It must carry enough weight.
A Logo That Stands Out
A logo should be distinctive and therefore calls for strong imagination and attention to detail. But how do you make it stand out from the competition while enhancing your client’s brands. Here are some design basics to consider.
- Choose the right typography. The size and style of typeface used in a logo says much what a business is about. Find out what typefaces are commonly used in your client’s industry. A slanted typeface indicates movement and is suited for services that depend on speed (e.g. courier services). Formal companies such as educational institutions typically use Trojan Pro, while the fashion industry uses ITC Avant Garde Gothic. Again, make sure the typeface you choose is in line with your client’s goals.
- Pick the right color. Shell’s original logo was an unattractive black and white. It was only when the company changed the logo color to red and yellow that it becomes more memorable. Starbuck’s original color was brown; it didn’t stand out from many other coffee brands that used the same color. Today, when you put the green Starbucks beside these brown logos, your eyes immediately go to the green brand. As with picking a typeface, there are no hard rules to stand by when it comes to picking the ideal color. You don’t even have to base it on the product, but find out what your client’s target consumer’s psychology, and you’ll get there.
- Pick your logo layout. The layout of the various elements of your logo can have a dramatic effect on the way your audience would perceive the company. Usually you would go for common layouts such as vertical or horizontal but you may also have to explore other non-symmetric layouts that would involve integrating the various elements of the logo tightly.
- Make sure it is scalable. You might think the logo is going to blow up to the whole side of a 15 X 30 feet billboard. However, you also have to consider that your client might be going to use in their letterhead, email, business card, and the likes. The logo should be clear and readable on a large scale and on a tiny scale. Speaking of readability, the secret, really, is to make the design simple yet bold. Customers should be able to distinguish it at a glance. That’s what makes Apple, McDonald’s, Toyota, Nike, and other popular brands work.
A logo is effective if it establishes trust and convinces consumers of the quality of a product or service. It should mirror the confidence of a brand and it should come with an attractive, easy-to-read, recognizable style. They should help a company stand out from the crowd.