The Making Of A Great Logo Design

By Mash Bonigala

Great Logo Design – Everyone has grown up around logos, even though at the time it probably wasn’t realized. Back in the day, they were referred to as slogans, bylines, and advertisements. Most companies made up their own. For example “ We get Laundry Cleaner”, “ We have Better Service”, “ We have the finest beef” etc. As time went by, they substituted the name of the company for “we”, and had drawings or symbols attached to their banners and signs indicating what kind of business they were. A butcher shop might have a cow on it, a floral shop would have a vase of flowers, and doctors would have a stethoscope. We wrote about the logo design history some time ago.

This is how logos began. As the computer age and graphic arts grew, and companies became more tech-savvy, new logos were being developed at tremendous rates. Some worked right away and the companies kept them for decades only make a few changes here and there to keep up with the times. Others went through some long term growing pains before they found the right one for them. Still, others experimented many times with different logos and ended up going back to the original because it worked the best.

Great Logo Designs aren’t just a line of words written on a companies sign, stationery, banner or advertisement. They are well thought out in advance and could take months of testing and experimentation before deciding on the right logo and putting it to use. There are many different types of fonts now and more being created each day. They may decide to create their own style of custom font for the logo. Then they have to decide on an icon. They need to choose something that is not already in use and not similar to another company’s icon. They want to create something completely original. The coloring of the icon and the logo are next. They want something that will stand out, be attractive and not garish. Although this doesn’t sound like a lot of work, it is.

Many companies will even hire other companies to run surveys and polls on different logo designs to see what the populace thinks. They may do this over and over again, adjusting or making small changes each time until they think they have developed a great logo design.

There are plenty of professional agencies that can be hired that will do all of this. They will create the design for the logo, they will test it out among the public, they will redesign it, and they will even design and build the website for the company. Along with all of that, they will advertise it as well all across the internet, in the media, by word of mouth, in magazines and newspapers, and in any way possible there is to advertise until people have seen it so much, they become familiar with it and the company it represents.

After this, all the company has to do is stand up to the quality of the products and services they say they will provide. Their reputation will grow if they can do this, and their logo will become even more well known and recognized. If they can’t provide what they claim, then the logo will do exactly the opposite of what it is made to do. People will come to recognize it as the logo of the company that cannot or will not deliver.

Becoming legendary logo artists like Paul Rand or Saul Bass is a dream of every designer. But what makes a logo immortal? There are not many designers who can give you the perfect answer right away.

For immortal logos are the outcomes of a number of interrelated criteria. Read the article to learn about these criteria to make your logo an all-time hit.

The logo must reflect the expertise of the company

What happens when a man of knowledge makes a suggestion or conveys a message to you? We value those messages as authentic. The same way, a great logo design becomes effective when it reflects the competence and expertise of the company in its field of operation. It then becomes more credible in the eyes of the customers.

Once the logo appears to be credible, it becomes persuasive. So a logo designer must know well what to include in the content of the logo so that it looks like an authority in that business.

Logos must be designed to communicate the reliability and trustworthiness of the company

The function of a logo does not end with communicating the type of business the company is engaged in. It has also to reflect the trustworthiness of the company and for that, it has to emphasize particular trust-evoking attributes of the company. As for example, a bank might like to stress on its stability, a software company might stress on its technical innovations.

There may be many other traits of a company that makes the company trustworthy in the eyes of its customers. Depending on the type of targeted customers, the designer should decide what attribute has to be emphasized to earn maximum trust from the customers.

Value of good research and planning

As opposed to the common belief, great logos are no design miracle that suddenly occurred in the designer’s head. A great deal of researches is taken up to decide on the content of the logo and there is well chalked out a plan on how to conduct the research procedure.

The planning process also includes a thorough discussion with the client to know exactly what message he/she wants to convey to the targeted audience. Great logo design takes the final shape on the basis of all these considerations.

The combined use of text and symbols in the logo

There are those simple name-based logos, but when you put in a symbol beside them, the design approach adds credibility to the logos by announcing clearly the area of expertise of the company. Now to reflect credibility, the name and symbol of the company must go hand in hand together.

While the company name is the verbal expression of what it does, the symbol gives a visual expression of the company expertise in its field. So there must be good synchronization between these two.

These were some of the main criteria for creating a great logo design. But even a great logo may fail to deliver the desired result due to flawed marketing policies. In addition to following the above-mentioned criteria of logo designing, one should be careful that logos are prominently displayed in marketing campaigns and they remain the regular and consistent part of the company marketing strategies.

Important of Spacing In Logo Design

Balance is an important aspect in graphic design. But there are times when you have to break conventions and disturb this balance to create an emphatic visual impression.

One area where you can afford to play with this concept is in spacing. The distance between texts, objects, logo design colors and other elements help trigger our minds to explore or snob graphic designs. Keep in mind that your logo design is a not a standalone graphic; it is embedded in all aspects of your marketing communication. That’s why it’s important to take note of spatial relationships.

The best way to describe the concept of uneven spacing is through visual illustration. Take a look at this business card design for Captain Electric.

To produce a strong visual impact, we divided this business card by using a block of color (blue) below. In this way, we can highlight the company logo on top and leave the details below. Imagine if we cut this business card in dead-center, it would appear really bland and perhaps kill the dynamism of all elements. Ironically, it may even appear “unbalanced”.

You can also use uneven spacing vertically. See the sample below.

Applying this concept by using a green block to divide the card perpendicularly, it becomes more vibrant and pleasing to the eyes. More than aesthetics, it directs the readers’ eyes to vital information in the business card.

This sense of uneven spacing is instinctive among experienced graphic designers. But if you’re new to graphic design, it helps to understand this concept. Spacing does not happen by accident. It is carefully arranged in the designer’s minds and translated into a engaging graphic design.

Simplicity Essential Standard For Logo Designs

If there’s one quality shared by famous logos and brands like Nike, Google, CNN, and MTV it is the simplicity of their designs. In the words of the great abstract expressionist painter, Hans Hofmann: “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”

While designing a logo, it would be a mistake to give too much emphasis on visual effects and play with different logo design colors in a desperate attempt to stand out. On the contrary, a simple and minimalist logo design that is a compelling logo design can create a difference. In a bigger context, it can be a strong competitive advantage for any business in any industry.

But what should you look for in a logo design anyway?

Over the years, we are bombarded with different messages from various media, making it hard for most of us to absorb and retain the info in our minds. This is where simplicity comes in. It has the power to cut through the clutter and send your message directly to your customers. A strong antidote against visual chaos indeed. Additionally, you can easily spice up a simple logo to fit different seasons and reasons. Google is the prime proponent of this initiative as it alters its logo every month.

The same concept holds true in designing your website. Aside from readability and ease of navigation, a simple yet eye-catching web design won’t encounter any compatibility issue with different browsers like Internet Explorer to Mozilla Firefox. Complex designs eat up too much bandwidth and slow down page load time. It costs more money to you for bandwidth and frustration to your online visitors who have slow internet connection.

Remember the paradox: less is more. Remove all the excessive designs and ornaments. Strive for clarity in business and in design.

What is the best logo design?

There are many factors that play into the “best logo design.” The best logo design includes factors that boost the image of a business or website as well as perceives a positive image from the consumer. The best logo design is one that matches the business, its values and its needs. The best logo design is one that will be kept in the memory of all those who see it.

The best logo design should be an excellent vehicle for promoting the firm. They should be able to help position the business or website in the marketplace. The best logo design should also be able to position a business’ product or services in the marketplace as well. Stop and think about what comes to your mind when you think of high profile businesses such as IBM, Apple, and Dell. These businesses have found the “best logo design” for their companies and they use their logo wisely.

The best logo design should not be targeted to the general public unless you are a business that the general public can use. If you are a specialized business that is used by other businesses you will want to target those businesses. You may also desire to target investors and managers of other firms that may be interested in your services. Targeting the correct group of people will insure that you have the “best logo design.”

The best logo design for your business may be one that is simple or complicated. Consider where you will be using your logo design and then decide on how you want it designed and what file formats you will require. The best logo design will depend on how you will advertise your business and whom you are advertising to.

The general principles of advertising and marketing play an important part in finding the best logo design. A professional graphic artist will help you to design a logo that is effective and unique by asking  the right questions. The best logo design is a professional and unique design that will help you to create the best image for your business or website.

Essence of a great logo design

Time and again, we ask this undying question – why do we need a good logo design? I’m pretty sure every branding expert has his or her perspective about this.

But what prompted me to rehash this question, you might wonder. I guess it’s the fact that there are still many small businesses out there that are not aware of the magnitude and financial impact of branding and logo design. The answer is embedded in our logo design history.

Long before we discovered the power of words, ancient civilizations communicated through the use of symbols. From cuneiform (http://en.wikipedia.org/wiki/Cuneiform_script) to hieroglyphics (http://en.wikipedia.org/wiki/Egyptian_hieroglyphs), visual icons were used to convey messages.

As we humans evolve, words became the primary medium. Still, visual images remain striking and appealing as they were before simply because they speak directly to us. Long before we coined the term logo design, cavemen, kings, warriors, and military men understood its immense appeal to convey messages and motivate people to act without question. No wonder they became elemental in some of the famous campaigns in our history.

Fast forward to the present time. Your logo design is a potent weapon to send messages quickly to your customers or audience. While words are equally important, logos will give you instant recognition and ownership. Think of swoosh and you know it is Nike. No explanation needed. And in this fast-paced era, who has time to read a written explanation about a company?

Without a logo in this branded and the cluttered world is like having a knife in a gunfight. A striking logo together with a superb branding initiative breaks language barriers, consequently paving the way to global recognition.

So take time and see if you need a logo design. And if you have one, check if it captures the message that you want to communicate to your audience. There’s no harm in re-designing a logo if you think it’s ineffective.

What Is The Most Essential Spice In The Recipe Of A Great Logo Design?

Welcome to the fascinating world of immense creativity and height of original thinking.

It is simply amazing how the logos of some world famous brands tickle to our subconscious minds and how quickly our brains recognize the particular product upon seeing the corresponding logo! Most of all these world famous logos are at the core nothing but the collection of a few lines and shapes wrapped up in different colors. But what cooked up finally with these very frugal elements stormed the world to the extent of craziness.

Coca-Cola!
McDonald’s!
Nike!
Adidas!

Just think of these very familiar brands whose logos created history. They were not made by sheer chance; they were not created by the professional psychologists either. Yet they still rule in the brains of common people and in most of the cases for generations. So what do you think the magic behind this huge success of these apparently simple looking logos? The secret is creativity.

The meaning of creativity differs from the fields of art. In the field of logos, creativity lies in rightly guessing the psychology of targeted customers and making the logo accordingly attractive for those customers. Here the creativity is judged by the extent of impact it can create on the mass.

Like other art forms, a creative mark must stem from original thinking. However, one major difference of art of identity creation compared to other art forms is that creativity lies in simplicity. The symbolic representation never goes well with the common mass. To create a successful yet creative logo you must step in the shoes of the people who are meant to view the logo. The recipe of a great logo design is one that a lay person remembers long and that he can readily associate with the product.

Now, what makes a person remember a brand for a long time? It is the instant visual impact that attracts the attention of the customers to a particular brand. And the creativity of the logo designer lies in creating this right visual impact.

The visual impact has many aspects – forms, colors, fonts, and finishes. It is the raw materials for your creation just like paints and brush of a painter. These are the practical tools for giving shape to your abstract tools. The abstract tool is your concept or theme on which you are building the logo. Here comes the sense of proportion and contrast. The more creative the designer in his/ her thinking, the more he will be able to blend these tools effortlessly.

In the end a logo reflects lot of creativity when it succeeds in rendering a unique character to the brand logo. This depends on the logo artist’s ability to visualize a company as a being with a separate identity and as such the logo acquires a personality of its own.

Thus emerges the ultimate creative logo with the infusion of a remarkable personality. And this explains the success of such classics as General Electric, Marlboro or Microsoft and IBM in more recent times. Like the men of substance, they are discernable by their exclusive persona.

How to Make Your Logo Design Reflect the True You

A business person needs to reach to his/her customers. As a seller, you have certain messages – about the uniqueness of what you offer – to convey to your customers.

The success of your business depends on the power of your message. To be powerful, your message should be convincing and be able to persuade the customers to turn to your product or service.

In present-day business scenario, the success is not determined by the high standard or quality of your product alone. The success will be aptly determined by how well your advertising message has been able to build confidence in your customers. A good message is able to clear all the concerns of the customers even before they have been asked! The company LOGO DESIGN is meant to send across this vital message about your business to your customers.

Thus, it is the company logo that tells the world about the person that is “you”. It reflects “your” business philosophy, “your” business goal and more importantly the degree of “your” commitment to your customers. Thus the logo becomes the corporate representation of the brain behind your business – that is “you”.

In the corporate world, the customers don’t know the real you, but your brand and it is the logo that helps recognize the brand. At some point in your business, “you” will be identified by your logo. Thus your business logo eventually becomes synonymous with your image.

A powerful logo helps establish a strong corporate identity. On the other hand, a nonspecific logo might fail to ascertain this identity or build up brand value. A powerful logo acts as visual stimulation for your customers whenever they think of buying in the line of your services or products. This is a logo that perfectly represents your message of reliability in visual form and compels your customer to think about you.

If you want your logo to represent your business goals perfectly you have to appoint a professional designer who knows how to create the visual impact to grab the attention of the targeted customers. He knows best how to create a balance between color, shapes, and lines to represent a different business.

The use of these three basic elements of logo – color, shape, and lines – in the right proportion is important. To identify a particular business, the designers use different elements in varied proportion in different logos. As for example, if your company sells creative concepts the logo should consist of flowing lines, vibrant colors, etc. On the other hand, the subtle lines and sharp, geometric shapes may be used to underline the clear-cut nature of a software company. Thus a well-designed logo is meant to visually express the positive attributes of your business.

To sum it up: to reflect the true “you” through a logo emphasize the following points:
* Articulate on the message that you want to communicate about your company.
* Focus on the attributes that make it unique vis a vis your competitors.
* Take into consideration your targeted customers.

Put these elements together to create the perfect logo that becomes a recognizable symbol of “your” corporate identity.

Make Your Logo Hip And Hot: See Your Sales Curve Shoot Up!

The big businesses can afford millions of dollars in savvy marketing that turn a logo design into a “brand identity” or make them synonymous with a certain lifestyle. But for the growing businesses, the converse becomes the reality – they have to employ a catchy logo that earns their products or services “brand” value.

For small or start-up ventures, the logos illustrate what the company does and where the company is headed. As such, the logos for these companies should be truly distinctive so that the customers are able to find your exclusivity just by looking at your logo. Such a distinctive logo becomes the long term asset for the company.

To be distinctive, your logo should look modern. But how to make it look chic and up to date?

Here are a few tips:

* The modern day logos are not meant for the prints only. So they have to be compatible with all the mediums on which they are used.

* For the same reason use vector graphics so that logos can be resized without the loss of clarity.

* Consider the first and foremost element of visual graphics – the color scheme.

* To get that ultra stylish look in your logo, make “crisp and clean” your motto. Remember, hip logos do not scream with colors. To make them chic, try to use bright, fun colors but as few colors as possible, avoiding any sort of murky colors. Mix colors to bring the edgy look.

* The ultra modern color scheme relies on combining the hues that are not allowed by a common convention of designing. As for example, a traditional color scheme tends to combine two pastel shades. But a hip color scheme is one that tries to combine pastel shades like beige, soft orange with ostentatious colors like magenta or aqua.

* Another hip color scheme involves the use of three or more colors in the same shade. The idea is to bring a balance between the lighter shades and the more saturated shades.

The font selection and their use:

Select the cool text fonts – they really look modern.

But your true creativity is tested through the layout of the fonts. Using different font size and a layered text is going down well with the hip audience. For greater impact, arrange the fonts in a contrasting platform of big and small, light and dark, etc. The transparent and layered effects are also hot logo trend. You can also experiment with lowercase-UPPERCASE pattern in the text to give it a smart 21st-century look.

The bottom line is: the secret of hip logo design lies in being cool and avoiding any sort of complexities. Let’s remind you once again: crisp and simple are the driving force of hip logos. Bring about a minimalist look with few colors, small pixel fonts and a small, crisp message focusing on the basic themes of the business.

Having said this, I must also mention the fact that in certain cases a highly complex illustrative logo might be the right way to go about communicating the right message to the right audience through your logo design.

Use an Alluring Logo Design: Promote Your Views

The modern urban living cannot be separated from advertisements. Every day we are bombarded with advertisements in so many forms that our brains fail to recount most of them. There are very few advertisements that can compel the audience to connect a certain product with the ad viewed in the past.

The logos are probably the most conspicuous form of advertisements. Just have a look around your home and you will be amazed to find how many logos you have been living with so far! The refrigerators, the television, the P.C., the air conditioner, the vacuum cleaner, all household items are embossed with their company logos. These are the symbols to represent specific companies.

Add to them the design on the invitation card from your local Church, or the graphic that appears on envelop of the environmental organization of which your husband is a donating member. Then there are your kids’ school books – all of them proudly flaunting the school logo.

These are all logos and these are all tools of advertisement for their respective organizations. The national flags, the top 10 logos of the TV channels, you just can not count them up all that you get to see every day. In fact, a typical urban dweller is expected to encounter millions of logos in his lifetime. And all of these logos have something to tell you – they just want to quickly transmit their business mission.

So what are the common languages of communication employed by different types of logos? Symbols, straightforward texts, icons, images – there are several design approaches that different logos use to communicate desired messages.

Take the examples of symbols – these are not the usual carriers of corporate missions. Symbols become the main ingredient where the logos represent religious organizations, non-profit institutions, etc. But perhaps their most common uses are to be found on the national flags. The United Nations flag carries a very meaningful symbolic logo and so are the national flags of all the countries in the world.

The clean and crisp text based logo designs are the symbol of corporate glamour and efficiency. The corporate logos also vary in their style – some use a straightforward serif font, some prefer it in a stylized font. Some choose simply bold lettering, while some prefer the three-dimensional looks. Whatever may be the style, these logos in the hands of marketing gurus become the instrument for reflecting hi-tech, mission-oriented, super professional images of the big corporate Houses.

Then there are the logos that combine text and symbol into one. These combine the best of both worlds. The logos of such companies as Michelin or Merrill Lynch are the classic examples of symbol and text combined logos.

Whatever may be their approach, the logos become the ultimate spokesperson for the organizations they are associated with. Thus not only the ubiquitous corporate logos but any organization can also promote their causes effectively through the suitably designed logo.

Effective Logo Designing – First Impressions

Going to meet a prospective customer for the first time?

Keep it in mind: he/ she’s already framed an impression about your business establishment.

How do I know that? Why he might have come across your business logo in the advertisements or in the company websites! And you don’t know what idea the logo has conveyed to the person who might turn out to be a worthwhile customer for your business!

An effective logo design is one that always creates a good first impression. It’s capable of gaining immediate customer recognition and helps to promote the positive image of the business. An impressive image is persuasive and informative in one.

So, first impressions are important an important factor when effective logo designing. Let’s see how important it is?

A number of recent studies have established that the instant decision that the viewers make with regard to a visual piece of communication holds a biased impact on their subconscious minds for long. In this super competitive industrial scenario, where hundreds of similar products scream for their customers’ attention, the companies have to take this “first- impression” factor rather seriously. If the first impression about your company is not favorable, visitors will not feel any urge to learn about your company further; on the other hand, a favorable first impression may culminate into a lasting relationship.

And it is an effective LOGO DESIGN that makes for this first impression.

A customer comes across hundreds of advertisements in his daily recourse; unless the logo can arrest and engage the customer’s attention at least for a while, his eyes will jump to the advert of your rival company. The function of an effective logo is to trap the customer into a visual stance so that the customers rate the overall message of the company from a favorable perspective.

To explain it from the psychological standpoint: this happens due to the ‘cognitive bias’ of the viewer. The phenomenon is simply related to the common human psychology of jumping to a conclusion.

Now coming to the most important part: what makes a logo so engaging to bring that all important first impression?

The logos become extremely engaging when they are able to evoke thought.

Every day we encounter hundreds and thousands of logos. Some of them come with a unique touch and become their company’s first chance to make a positive impression.

Here are the classical examples of some celebrated logos that have that rare ability to stun the audience at a first glance.

* The missing bite in the Apple Computer’s apple.
* The mountain-like three angular stripes in Adidas logo or the “swoosh” made famous by the Nike emblem.
* The multicolored peacock in the NBC logo.
* The white stripes in the blue IBM logo.
* he stylized font in Coca Cola and the blue, white and red earth in Pepsi co.
* The strategic arrow in the world famous FedEx logo.

The specialty of all these above-mentioned logo designs is: your eyes are just glued on the unique style of these logos sparking your curiosity about the company and its products..this is all about the first impression and this is the most important step in reaching out to and building up of a big clientele.

Great Business Logo Design Essentials

The business logo most often needs to be printed in a clear and nice manner on stationery or business card design. So, the business logo design ought to be such that is suitable enough for the web as well as for print purpose. There are a number of things that go in to make your business logo striking enough while cutting down on costs.

Some of the things that work towards making an awesome business logo that is viable for being hosted on site as well as getting printed are:

* Opting for a vector logo: Such vector logos never get distorted. By making use of a vector format in logo designing the logo can be made as small as a pen cap or even as big as a billboard. This serves as a crucial element for screen printing and stationery.

* Choosing a simple design for the logo: The logo designed using pictures, designs or pictographic representations should be such that is not at all complex. This makes it easy to be remembered, recognized and identified.

* Choosing a logo that is visible enough: It is important to choose a logo that stands out. Your business logo ought to importantly have a distinctive quality that makes it stand out from the crowd of similar businesses.

* Selecting simple, catchy slogans if needed: Just like the logo emblem any slogan that may be accompanying it needs to be memorable too. It is the catchy and simple slogans that will be drawing all the more attention. If a suitable slogan cannot be chosen then you may even do away with the inclusion of slogan in logo design altogether.

* Creating a logo design that is timeless: The designing of your business logo requires considerable farsightedness on your part. You need to set up such a design that is not prone to becoming outdated soon.

* Giving rise to a logo design that is movable and transformable: Your business logo needs to be made in such a manner that can be transformed from one size to another. It should also support the changing of color from full color to black and white for faxing purpose.

* Selecting the proper colors for a logo design: It is of crucial importance to make use of the right colors in the logo designed. There can be ascribed real-world meanings to colors used in logo design.

You go ahead and check out the logos of any famous brand of products and services that have been carrying on with successful business over the years. It can be a bet that you will get to find that the above things have been adequately taken care of while designing the logo of the brand.

A Goal-Oriented Logo Design

Most of the time you see that small businesses get logos that are just graphic images. They do not convey any message and are poorly thought out. Just because a business is small does not mean that their company logo design should be shoddy.

Every logo design should have a goal. You might argue that every logo does, otherwise why would people get a logo created in the first place. I agree with that. “Goal” here means a message. The message of the logo should be aimed at a specific section of the audience – the so-called “target market”.

To do that you would have understood a few basic things.

First of all, every company should have a core value system. Even if you plan on selling your company down the line. It is the core belief system that defines the company. Even though companies are built for the purpose of profit, there are other factors also which influence the creation and nurturing of companies. Profit alone does not justify the passion with which companies are built and run. Every company should identify what these core values are. Yes, this does require a crucial business skillset. They should take a step back and take a long hard look at the various issues that motivate the company or its leaders. These factors are a very good indication of the kind of message the company logo needs to show in order to effectively communicate with the target audience.

A logo they say is like the face of a company. Some times it is the only thing that gives potential customers an impression about the company and either prompts them to do business or not to do business with you. To create the right impression you need to think of what the customer wants. Benefits are more important than features and it is these benefits that must be distilled and turned into a visual form and poured into your logo design.

Most people underestimate the significance of how a logo can affect the buying decision of customers. A logo can create the impression of trust or it can do the opposite. It can give the impression of a big company or it might may your company look shoddy and cheap. Put yourself in your customer’s shoes and see what would motivate you. Look at some of your competitor’s logos and see what they communicate to you as a customer.

Have an open mind and try to form an honest opinion. Does a competitor’s logo work well? Do you feel it makes you want to buy from them? If so then you should try and analyze what element of the logo design is creating this impression.

Look at your current logo and ask yourself weather the logo truly represent your company. Does it communicate any thing at all? Is it right for you target market?

wines.gifA Radical Approach to Logo Design

If you want to create compelling logo designs sometimes you have to think outside the box or break conventions. Now, a new study reveals a unique way to develop logos – use images that consumers can relate to even if it’s not related or have little to do with your products or services.

This is a major paradigm shift for conventional branding tells us to use symbols strongly relevant to our products or services. And this is very evident in different industries like the image of a car for automotive services, silhouette of a body for beauty salon logo, or the cross symbol for religious logo designs.

But what’s happening in the wine industry begs to change our perspective. It turned out that 1 in 5 table-wine brands launched in the last 3 years use animal images as part of its logo design. Central in this tactic is the so-called concept of “psychological priming”. Here’s a concrete example:

In one experiment, participants first had to do a word jumble, either searching for words related to dogs or words related to cats. They then participated in an ostensibly unrelated study and were asked to rate a series of products, including batteries and dog shampoo. Those who had done the word jumble relating to dogs rated the dog shampoo higher, on average, than those who had done the cat-related jumble.

However, this research is limited in scope so it may not be wise for startups to assume it will apply in our chosen category. Still, it is interesting to see more examples of this approach in action. Please let me know if you find one.

via huliq

It does not have to be radical all the time

The term “logo redesign” can be quite confusing to some business owners and graphic designers. After all, a redesign means to make a new sketch or alter the current theme so as to be better than the original. We crave for something innovative or very different from what we currently have. The dilemma is how different should the difference be.

The idea behind logo redesigns is to uplift one’s image or signify big changes in one’s business. It can be a new business process, improved customer service, better quality, or more innovative products. One of the most effective ways to convey all these changes in one coherent message is through a new symbol.

Just because you’re making some major business changes doesn’t mean you have to make some big revisions on your logo design too. You may not agree with me but simple modifications can also deliver big impact to your target audience.

A classic example of a subtle yet effective redesign is the telecoms giant AT&T.

The new logo is simply a sleeker version of the old one. The globe which symbolizes the company’s worSpellBrandide communication was retained as well the blue horizontal stripes (or is it wire?) surrounding the globe. Instead of creating a unique logo, the people behind this redesign opted to use a different shade of blue to produce a more modern personality and change the typography from all caps to lowercase. For a company renowned for leading the world in wireless technology, the new logo is more fitting to its brand image.

Subtle changes are very useful particularly if you have an established brand reputation and solid customer base. As much as people preach for change, we paradoxically hate the idea of changing our habits. The same is true for logo designs. No wonder so many city logos are highly criticized by their communities despite their uniqueness and beauty.

Focus Group testing for your Logo Design

To test or not to test, that is the question. Some see focus group testing as a powerful tool others view it as a complete waste of time. Given all things equal, I say test, test, and test. Outside perspectives can be really valuable particularly if you’re looking too closely on a project. It eliminates bias and allows us to get a taste of reality.

Focus Group Testing need not be expensive. The important thing is to involve those who matter most – your target customers and internal stakeholders like employees. And ask the right questions. A face-to-face interview is highly recommended but you can live with questionnaires. Create a focus group with a mixture of business and personal associates. Get family members involved. As friends for their opinions.

When you are presented with your initial logo design concepts, print them out and make a few copies and pass them to your focus group. All this effort will give you a good ROI in terms of being able to understand how the logo concepts affect people with different backgrounds.

The goal of a focus group testing is not to just know if they love or hate your new logo design. It’s about understanding the reasoning and emotions behind their reasons. Use open-ended questions to unlock insights. Probe every statement. If they say it’s beautiful, ask why. If they say it’s really hideous, ask why. Take note of first impressions as well as any changes in reactions.

Find out the associations with your brand attributes. More importantly, find out what’s missed out. The stronger the connection of logo to your selling points the better. Solicit suggestions on what to improve on. You’ll be surprised how much ideas you will get just by listening.

And don’t forget to compare your logo against your main competitors. Find out where your logo stands relative to existing brands or business in your industry. Is it distinct enough to be recognized amid other logos?

Focus Group Testing logo designs are also very important if you’re entering foreign markets where you have no idea about culture and customs. Some words may be offensive when translated into different languages. Simple images and basic shapes, on the other hand, might connote something negative or rude. Test the water first.

Practical considerations in designing your logo

The right combination of logo design colors, font texture, patterns, and images usually result in good logo design. You have to remember though, that your logo is not a standalone symbol. It always works with various elements of your brand such as your communication materials, your corporate attitude and of course the quality of your service or product.

You have to make sure that your logo will be able to blend well with your other collateral materials. Here are some of the things you might want to look at:

1. Your company logo should be scalable. It should work well in different media like digital and print materials. Consider its appearance in your brochure design, signage, training materials, giveaways, packaging, merchandise, flyer design, and website. Make sure you get vector logo files when you get your logo created. Your printers and sign makers would be looking for EPS logo files. Logos created in Photoshop would have scalability issues.
2. Your logo should be original. It doesn’t matter if your business is small or if you’re just starting up. Avoid using templates for your logo and business cards. There are many free logo design service programs you can find online but all they do is give you are a design generated from clip art that 100s of other company might use. This won’t help you stand out and cut through the clutter and of course don’t forget the potential copyright issues.
3. Your logo should work well in black and white. Before adding any color to your logo, make sure it looks good in black and white. A good logo design company would offer to show the clients a black and white version of the initial design concepts along with color versions. Another point to remember is that having too many colors in your logo would make it difficult to reproduce in different media. (How to select the right logo design company)
4. Mind your images. Visuals can be culturally sensitive so do your research extensively to ensure its appropriateness to your target customers. This is particularly important for businesses targeting different geographic locations.
4. Remember, getting a good logo design for your company is not an expense. It is an investment. Far too many times, startups do not mind spending money on fancy office furniture or a startup party, etc. When it comes to investing in good logo design, usually, most people try to find the cheapest option around. Find out what is sacrificed in cheap logo design.

These are some of the basic considerations if you want to develop a compelling logo design.

Can your company logo make your company look big?

Every day I see at least one project where the client says they want the logo to make their company look big. While this is an interesting notion and nothing wrong with the thought process behind it, I find it difficult to deliver on that promise from a designer perspective.

When clients cite big brands as examples and want a logo that would make them look as big, I try to enter into a dialogue with the client and try and analyze that requirement. Yes, granted a company logo can at times make a company look bigger than it really is. Yes, a skilled logo design team can create a design that looks polished and high quality that in turns makes the company look big. But the fact of the matter is that a company logo design alone can not enhance the image of a company.

The company logo along with other points of interaction makes for an impression that is either big or small. Points of interaction could be things such as the business card design, the website design, marketing materials, decals, sticker, the tone of the company message and even the language used by the person in the company picking up the phone.

So, what can be done to make a company logo enhance the image of a company and make it look big? Now, that is a tricky question. Could it be the logo design color, the font, the layout or a combination of all these?

In my opinion, if the logo designer considers the market segment and the target market and tries to design with the flow of the contemporary trends while still trying to make the identity stand out, it definitely could be considered as heading in the right direction. However, simply looking at the major brands and their logos in that market segment and trying to emulate them would not be the answer. In fact, I would recommend against looking at the big brands for references. Instead, I would recommend looking at the visual clues of the entire market segment as viewed by the target market.

So to go back to the question of whether your company logo can make your company look big, I must admit it is not a straight forward answer. At the risk of alienating some of our customers or potential customers, I must say that trying to design a logo that would make a company look big would lead to failure in most situations. Approaching the design with the target market in mind would be a better solution. If the message can be distilled down and conveyed effectively in the logo design then I would say that looking big would come naturally as a by-product.

Getting Started With Designing Your New Logo

So, finally, you have decided that you need a logo for your company. Or perhaps you may have of late developed the feeling that the age-old logo of your concern needs a complete makeover. In either case, the setting up of a new custom design for your logo is what is called for.

You need to decide upon whether you wish to get an illustrative logo or an iconic or graphic logo or a font-based logo. While the illustrative logo provides an illustrative representation of the activities of your company an iconic or graphic logo includes a graphics or abstract representation of your company’s activities. A font-based logo, on the other hand, seeks to present a dynamic type of treatment that is unique and special to your company.

A judicious decision needs to be taken by you on which of these logotypes is to be resorted to as the logo designed for your company. What you need to bear in mind for the purpose is that the particular products and services offered by the company and its projected image are well reflected in the design of the logo produced.

You also need to duly weigh the objectives of using the logo for some purpose in the future should while venturing to design it. This can be of importance in determining the technical setup of the logo design. Choices of color need also be considered at this point in time. The utilization of two spot color or four-color processes in design stand to create a substantial impact on any reproduction rates in the future. You need to find out ways of maximizing the possibilities of reproduction while not tampering with the logo dynamics.

It is important to get started rightly with your new logo. Be careful. Avoid making use of the following shortcuts:

* Clip art images – This may either not be licensed or even if it is licensed other people may also likewise be making use of it.

* Logo templates – Anonymous templates galore are available and their authenticity and uniqueness are challengeable.

* Crowd contests – The genuineness and uniqueness of designs obtained via such contests are also questionable as they are also prone to the similar drawbacks.

Remember, you should never give in to the temptation of making use of such shortcuts. Initially, these may seem to be saving on time and/or money.

However, over time, you will get to realize that they actually achieve just the opposite and lead to much worry and frustration. As your company proceeds to become more high profile you will particularly get to notice this.

DIY Company Logo – Useful Tips

The corporate logos and their uncanny ability to linger in the human psyche always fascinates me!

They play with a few subtle lines, some dots, one or two colors and a couple of shapes give birth to such a unique formation that resonate in the minds of the people for ages!

The logos become synonymous with the values and goals of any company. Thus a BMW logo sparks off the image of speedy luxury, the Nike logo conjures up the picture of a sporty lifestyle, the abstract Microsoft logo takes us to the mysterious world of codes and digits.

How does it happen? A simple graphics make the presence of a company felt worSpellBrandide! A symbol makes such an immense visual impact that the viewers rustle up a perception for the brand in their minds. When the perception is all positive, it culminates into a huge business for the company.

Thus, the logo becomes an integral part of your brand building efforts. If you want to stay abreast of your competitors by earning consumers’ recognition for your brand, you have to develop a logo for your company.

The best solution is to get the logo designed by a professional logo designer who knows how to add personality to logos for different products and services. But if you are short of budget, you can give it a try yourself by boosting up your creative ingenious. In addition to working on your creativity, you have to take certain points into consideration.

First, you have to develop your brand strategy and logo concept. This is important because the logo is meant to give visual expression to the values and goals of your company.

First articulate in your mind, what message you want to convey through your logo to your customers.

If your company sells a particular product or service, choose the theme on the basis of the product. As for example, choose food-related themes for a restaurant business, a theme of alluring home for real estate business logo, etc.

But choosing an abstract theme is much difficult. As for example the organizations that are engaged in creative business, generally use the abstract themes in their logos.

The use of clouds in the logos of such firms is very common. In addition to that, the logo should reflect your expertise in the field.

Secondly, decide on the type of the logo are you going to use an icon like that of Nike? Instead of experimenting much with shapes you can choose the safe option of symmetrical geometrical shapes that have eternal value.

Also, avoid being too illustrative in logo designing which are more suitable for the cause based projects like tourism ads placed by particular countries, etc.

The best logo is a straight forward one using a unique font like those classic IBM, Coca Cola, Sony, etc.

Last but not least, try to make a simple statement with your logo. In the world of logos, simple is the most powerful. Think of such brands as Kellogg’s or McDonald’s and you will realize the value of simplicity.

Strong Logo Design Placement

For web sites and web designers, a strong logo design which conveys the heart of a website’s mission statement is an integral part of branding through your website. This logo varies greatly depending on the type of website design and the target demographic. However, understanding the dynamics of the logo itself is important.

When designing a logo for a website, it must convey the intention of the site, and appeal to the target demographic. The importance of the logo is itself dependent on the target market, some groups responding in a stronger manner than others to logos.

The logo design itself can direct attention away from content or direct attention away from navigation if the logo is dynamic and interesting itself. In such cases, it is important to place the logo in both a recognizable position and allow the logo to draw attention to content or navigation.

Using a logo design to direct navigation can be a useful tool in web design, as the eye has certain patterns it tends to follow. With a strong use of lines, beginning with a dynamic logo, one can direct attention to content or navigation, using a dynamic logo as an eye’s starting point.

In art, the center of the picture is very seldom used as the focal point of the piece, because the eye will be trapped at only the center, rendering the rest of the picture or piece uninteresting. By offsetting the focal point and strong use of line, artists have been able to use strong focal points for a picture and in conjunction with the line have created pieces where they eye may be directed in a specific sequence.

In cases where a less dynamic logo is used, it may be the focal point of a web page layout. This is because it does not strive to attract the attention of the reader’s eye, it is only an icon to represent the web page. In which case the use of line is no less important, but used in a more direct manner to encourage the eye to move through navigation or content.

With very simple logos or icons, they can be placed as if they are letter headers, giving a more professional look and feel to the content. When used as letter headers logos or icons can give a websites mark of approval to content, and if the reputation of the website is strong, readers may have a sense of security regarding content. This is the sense of security is do both to the website and the strong recognition of a highly professional logo.

In summation, logos being an integral part of web marketing can be used both as artistic statements about the site or for strong professional recognition.

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