Logos, if we were to be succinct, serve a single purpose — to represent the brand through a graphic. Often, these graphics are designed through the use of symbols. Some types of logos that use symbols are emblems and pictorial marks. Wordmarks or logotypes, on the other hand, rely more on typographical design to express an idea and signify the brand’s identity. With graphic design coming a long way, many industry leaders and professionals have determined the prominent elements of good logo design.
While we can agree that what goes into a brilliant logo can be subjective, great works indeed serve as the best examples for logo design inspiration. So, first things first — what are the most basic things to consider when a brand is about to design its logo?
Here are a few do’s and don’ts for business owners to consider:
1.) DO KEEP IT SIMPLE – It is important for a logo to be clear and easy-to-understand. A typographical logo, for instance, should have a readable font-face. Any reader should be able to distinguish the letters, and read the brand name easily. For example, the sharp but bold letters in the Nike logo are balanced from start to finish, helping it be more legible.
2.) DO CONSIDER USABILITY – Something else to consider when deciding on a logo design is scalability, such as the capacity to apply and
transfer the design on a variety of platforms and branding materials. Shepard Fairey’s Obey Giant has been on stickers, posters, and walls, among other things. As a logo, this straightforwardness of the stencilled Andre the Giant silhouette has enabled its infamy across the world.
3.) DO STAY CONSISTENT – A business’ branding identity should be consistent from the get-go. This can be manifested in its logo design. The colors of a graphic, along with its theme and typeface, should not undergo radical changes as time passes. Google, for example, has made modifications to its logo, but how many eyes have actually noticed these tweaks?
4.) DON’T STEAL DESIGNS – In this day and age, it’s quite difficult to help not be impressed with the concept and execution of some logo designs. That being said, copying someone else’s design is not going to do a business any benefits. To feel inspired by great works is not a valid excuse to rip off another brand’s design. Like any other industry, there are professional design teams that exist to help out.
5.) DON’T IGNORE THE TARGET AUDIENCE – For any business, brand, or organization creating a logo, it is necessary that it knows its target audience. Understanding one’s ideal customer or client can help with the implementation of effective communication strategies. This, again, can manifest in the design of the logo. A brand that knows how to appeal to its target audience, such as the Bratz dolls, has a logo that exemplifies their identity. With the right combination of Barbie’s fashion stylings and the pop-star attitude of Britney, Xtina, and Beyonce, the Bratz brand as a whole, was out to rival their predecessors.
6.) DON’T OVERCOMPLICATE THINGS – While clarity cannot be emphasized enough, to avoid complicating the design of a logo can be a challenge. This is why it is critical to ensure that all designs fit exactly as planned before the brand’s launching.
Looking at the Bigger Picture
All these factors considered, it is important that no stone is left unturned. Logo design is a major part of branding. A good and effective logo can set a brand or organization apart from the competition. Any person can look at a company’s logo, interpret it accordingly, and either retain or forget the image. This could have been an opportunity for creating brand recognition. On surface, a company with a logo that makes an impact on its audience means it can communicate an idea through its brand. To associate excellent service, quality products, or a respectful and well-regarded organization with a brand is the pinnacle of effective and impactful logo design.
As more businesses seek to transition their physical stores to online platforms, the need for simple, scalable, and specific logo design is going to be popular. It can seem like a simple part of the branding process, but a logo will carry an organization’s name. It is the face of a company, so it should represent its values, along with what matters to it the most, as well.
