The Making Of A Great Logo Design

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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 a 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, stationary, 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 anyway 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 inter- related 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 company and for that it has to emphasize on 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 make 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. Great deal of researches is taken up to decide on the content of the logo and there is well chalked out 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. A great logo design takes the final shape on the basis of all these considerations.

The combined use of text and symbols in 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 of creating a great logo design. But even a great logo may fail to deliver desired result due to flawed marketing policies. In addition of 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.