It’s a popular notion that logo design is an easy process. That’s a misconception. A logo is not merely a combination of colors, fonts and fancy lines. It is a brand’s identity. Quite often, a logo is more identifiable than the brand’s name itself! For an business entity so important, the logo design process requires thinking, systematic planning and artistic inputs. This article will attempt to answer the very question – “how does one accomplish the task of creating an awesome logo?”
Make Sure It’s Simple
A complex logo is not only difficult to identify or memorize, but also repeatedly fails to engage the audience. A business logo is an emblem, not a manifesto. Therefore, it needs to be kept simple.
Appeal To Different Audiences
A logo has to be dynamic in nature. This does not mean that it has to change every year, but it should have a flexible approach. A company logo should appeal to a diverse spectrum of users. In a diverse society, the audience is bound to have different types of tastes and preferences. Being rigid in logo design means no scope for improvement and/or innovation. And when innovation dies, the design also dies.
Make it Versatile
If your logo is such that it looks great on billboards, but horrible on T-shirts, it will never achieve popularity. Further more, if your logo is bound to a color scheme, it cannot be a practical logo either — what this means is that a logo should look fine even if it is displayed against a set of colors that are not part of the original design.
Look Equally Well In Black and White
While displayed against the completely opposite backdrops, the concept of a logo itself should adopt the difference and not the way the concept is materialized. Some logos like Nike, Apple are easy to draw with a pen, they do not need high-resolution, special effects or shadows. Therefore, they are easy to accommodate while maintaining the originality.
Applicable to a variety of media
In the past, logo or trademarks were used only in print. As new media emerge in the market, a modern logo is required to be used in a very high-resolution print, on a website, on a banner, on business cards, and even on T-shirts. A solution for this is to come up with a logo design that is very simple or versatile. A very good example is the logo of “Nike,” which is only a small black swoosh but looks great on all types of media. This is the quality we call versatility.
Answer the questions – why? who? what?
A logo shouldn’t explain what the company does. The logo should inspire us to think of the product in the way the company that produces it wants us to. If you want to make a good logo for a business, you must have the answers to these questions:
Why do you need this logo?
Who is the target audience?
What is the purpose of the company or product?
skipping these question can cause a very embarrassing situation like ending up making a modern, urban style hip logo for a company that produces classic furniture! A strong disccord between the style adopted for logo and the essence of manufacturer will be inevitable here.
It Should Be Timeless
Being timeless means that time does not alter the quality of the logo. Style changes, you can easily find on the Internet many articles that sound like, “New trends in design for 2008!” A company that wants to be in trend with the latest fashion industry might think they should change their logo every year, but that would be a great mistake. Because the customer hardly learn the logo and get use to it in a year, they can’t change it that often. The original Coca Cola logo is around for over hundred years. The ABC logo was first introduced in 1962 and it has never been modified since. This is a relevant example of what is timeless.
It Should Have A Story To Tell
Every logo has a story to tell. If you consider a logo just as an artwork, a pattern of lines or texts, you will not be able to unravel the message associated with the logo. Ideally, a good logo has two stories to tell – The obvious one, and the hidden one! Basically, if you can show your clients that the logo you have designed is a product of deep thinking and meticulous ideology, they’d appreciate it, even if it is a simple one.