August 23, 2012 admin No Comments on Image Matters: Logo and Brand Design
Image Matters: Logo and Brand Design
What is a Logo?
UNLESS you’ve been living under a rock, you know what a logo is. But just so we’re on the same page, a logo is a symbol or an emblem that represents a company, an organization, or an individual. Some logos can be a made up of just an image (remember the Nike swoosh?) while other logos can use text (commonly known as logotypes). A logo derives its meaning from what it represents—people will still irk at the sight of a logo from a mediocre company, even if the logo itself was brilliantly made.
Why would you want to have a logo? It’s a visual representation of your brand. People can look at a logo for one second and be able to identify which company or organization it’s affiliated with. It makes your identity stick to people’s memory. It also communicates what you are about and what you do.
That’s why we can’t stress enough how important it is to make sure that you have a logo that’s effective. You don’t want something that presents you in the wrong light, do you?
Logo vs. Brand vs. Identity
People normally think that logos, brands and identities are synonymous to each other. But they’re not. You shouldn’t think they are. Here are the definitions for each of the terms:
- Brand – the overall image of the corporation, organization or individual
- Identity – visual aspects of the brand
- Logo – An icon that represents the brand
These three should be consistent with one another in order for them to work. I mean, it’s hard to imagine a colorful, comic sans font logotype for a bank, right?
What Makes A Good Logo?
- Simple – Good logos are understood at a glance. If you’re planning to design your own logos, keep only the most essential elements.
- Scalable (Vector is the way to go!) – Having your logo in vector format will keep it from blurring no matter how you shrink or enlarge your logo. Logos are expected to do a lot of stretching and pulling depending on what you’re going to use them for, so let them handle the workout without a bruise. You don’t want a pixelated logo on a billboard you spent millions for, do you?
- Uses Appropriate Colors – Colors can influence a logo’s emotional impact and tone. Think of which colors are lighter to the eyes and which colors have a stronger effect. Also consider that every color has a meaning that you can incorporate in your design. But don’t use too many colors for logos or else you risk making the audience feel confused. Furthermore, some colors can be identified with a brand itself. If I tell you to visualize Ferrari Red, you’d know what I mean, right?
- Uses the Right Font – Some companies create their own fonts to fit their needs, while others choose to use stock fonts. Whatever you do, make sure that your fonts are right for the company you’re trying to represent.
- One-of-a-Kind –You need to have a logo that looks and feels unique. It’s a let-down to be mistaken for another company or organization. Think of symbols that aren’t overused but are nevertheless memorable.
- Timeless – Logos should stand the test of time. Think of which style trends come and go, and which styles will last. Although companies change their logos once every twenty years or so, the changes they make are usually just minimal. It’s rare to see a complete a company overhaul a logo completely—so make sure the first one that you make will last as long as the company will.
If you want to see the world’s most successful logos and collective observations about them, visit the Logo Designer Blog for further reference. One of the most striking data about the logos is that they do not describe the products the company sells, they simply represent the company.
In short, a logo is an icon that represents your brand. It can come in a variety of styles depending on what it tries to represent. Simple and memorable logos work best.
Do you want to design a logo? Can you share with us about your experiences with logo design?