It Is Not Just About Logo Aesthetics

By Mash Bonigala

Logo Aesthetics – Saying a logo is just an image is like saying a flag is just a piece of stylized cloth.

After the papers published images of the toppled statue of Saddam in Baghdad and the people flocked into the streets, we knew that the regime was over. We didn’t even have to see the actual Saddam Hussein being captured.

When Neil Armstrong and his crew reached the moon, they planted the flag of the US.

After the Allied Army defeated the Germans at the end of the Second World War, they destroyed the Nazi flag on top of the Berlin headquarter.

A logo is more than just a graphic image; it conveys an idea, an identity, a meaning.

When thinking of logo, aesthetics is important. However, you should go beyond the visuals and focus on the idea you wish to convey, on what each element symbolizes.

Selecting a Logo 

Logos are used for brand recognition. They can visually stimulate the memory of a viewer. They’re all about brand recognition. When you see two golden arches, you know its McDonald’s. When you see a swoosh, you know it’s Nike and three stripes is Adidas. When you see an image of a perfectly shape white apple with a single bite on top, you know right away the product is Apple’s.

Logos are the simplest way of conveying what your business is about. They can be made up of text, illustration, or a combination of both. They do not only add visuals to a document or web page,  No matter your esthetic choice, the most important is it projects your company’s image.

  • Make your logo unique. Remember a logo is your trademark, your corporate identity. When people see it, they would immediately associate it with your company. They won’t confuse it with someone else’s.
  • Keep your design simple. Think Coca-Cola, McDonald’s, IBM, AT&T, Microsoft. These big companies all use simple designs. The simpler the logo design, the easier for people to remember them.
  • Never imitate someone else’s design. You don’t want to wind up in court for copyright violation, do you?
  • Pick a logo that mirrors your corporate image. If you’re selling gothic clothing and accessories, a logo consisting of skull and bones may be appropriate. However, if your website is about graphic designing, you may want a logo that expresses your creativity.
  • Pick a color that mirrors your image. There’s a psychology to colors, and you can use this knowledge to your advantage. For conservative companies, experts suggest regal colors like maroon, purple, navy blue, and dark teal. Red suggests aggressiveness, while black and white gives off a contemporary feel.

Types of Logos 

When it comes to making logos, a little creativity would help, but remember to keep it simple. And make it work.

  • Text logos. With a dash of imagination, type fonts can be turned into symbolic works of art. A simple manipulation of shape, size, and color is needed to come up with a different meaning. A colorful, curved font conveys creativity. Thick fonts, such as used by IBM, convey power. Just like IBM, your own company name can be made into a logo. Just make sure the typeface conveys the features or qualities you wish to be associated with your company.
  • Symbol logos. Text logos are “closed” imageries – that is, the meaning they wish to convey is well defined. Symbol logos, on the other hand, are “open” – they invite many interpretations as to what the meaning of an image conveys. Let your imagination run wild when creating a symbol logo. You’re much less restrained here than when creating a text logo. Just make sure you don’t go over the board with your creation. Again, simplicity is important. Take note from the likes of Nike and McDonald’s. You can go with traditional symbols like wheat for harvest (e.g. if you sell fertilizer) or waves for ocean (if you’re a cruise company), or you can create an entirely new symbol just like Nike did with their “swoosh”.
  • Combined logos. If a symbol appears so esoteric, you can add text to make the meaning clearer.

You have many options when it comes to creating a logo that tells what your business is about. Don’t settle with the first you come up with. Come up with as many variations as you possible. Also, don’t base your choice on what you personally think is attractive. Think of your audience – how do you think will they perceive your logo.